Reserve Brand Ambassador at Diageo

Purpose:

This is an advocacy position aimed at building the Reserve Luxury Portfolio knowledge, awareness and adoration with our Diageo Reserve Luxury Portfolio salesforces as well as the Trend leading stakeholders, driving, and inspiring customer loyalty and demand, which will in turn transform into consumer demand. The role will also include managing the capability on spirits for the sales team and an assigned business unit

There is a need to improve the Distribution and especially the Rate of Sale of our Reserve Luxury Portfolio, and the Ambassador will be pivotal in not only ensuring our TLA/RLA accounts are serviced to a level where visibility, in-outlet rotation activities, account promotions, perfect serves/rituals, recommendation, events, and competitions drive a constant turnover of our brands, but that they are all to the luxury Reserve Luxury Portfolio standard.

Dimensions:

Decision Making Responsibility

•   Effective Relationships: Creates the contact matrix for their area of responsibility and defines how to maximize key relationships (time / resource)
•   Activation plans: Defines the way in which Reserve Luxury Portfolio activation is delivered with outlets / contacts.

Financial Responsibility

• Managing your budgets for travel, training, and events
• Market Complexity
• Functional capabilities

Brilliant Execution:

• Exceptional presentation skills that captivate the customer and leads to consistent, high quality execution that embodies the distinctive elements of the outlet(s)
• Is capable and competent to plan and deliver training with priority customers
• Can work with others internally to build capability behind these brands
• Demonstrate high level self-organization and good time management. Ability to meet multiple objectives and deadlines.
• Time management and organization skills
• Post event: evaluation, analysis and report writing skills

Spirits Capability

• Ensure sales teams can sell our spirits excellently through your training programs
• Ensure distributor partners can sell our spirits brands excellently through your training programs
• Be the lead on spirits capability in your assigned regional division – assisting DSMs in owning the Reserve Brands and IPS agenda
• Build knowledge in your assigned internal business unit of all EABL spirit brands 

Key Accountabilities     

• Conduct comprehensive trainings, tastings, samplings, masterclasses, dinners, across the Reserve Luxury Portfolio of internal and external customers and targeted consumers-
• Create structured monthly meetings with quarterly reporting to key Sales and Marketing stakeholders
• Execution of Reserve Luxury Portfolio On-Premises and Retail activity – (for example – and not an exhaustive list- to include mapping and building a database of key stakeholders in the accounts and number trained, number of persuasion programs developed, % steal of share from
• the competition, quantified incremental sales linked to activity, building advocacy, improving visibility, menu share, POS presence, creation of bespoke menu/cocktail lists, World Class execution)
• Prospect and build strong relationships with Gurus/Influencers in key markets, while maintaining and nurturing current relationships
• Continually re-evaluates current Reserve Luxury Portfolio accounts  and  helps  acquire  new accounts based on market trends
• Inspires consumers, customers, and trade to advocate Reserve brands
• Delivers special events in a way which provides positive surprises for our consumers and customers
• Own the capability agenda for your assigned business unit, regional division, and distributor partners

Qualifications and Experience Required            

• Excellent knowledge and experience in the alcoholic drinks and non-drinks luxury goods sector
• Proven passion to live life of the luxury sector and bring our brands to life
• Experience as an entrepreneur with a strong understanding of the motivations of bar managers and staff
• Outstanding and proven presentation skills
• Must possess excellent mixology skills with a solid Spirit (and Wine) knowledge
• Proven training ability, persuasive selling skills, passion for wine and the high-end drinks business, with respect to customers and consumers
• Excellent category, brand, and trade knowledge with a strong ability to identify emerging trends and insights
• Good informal relationships with wine, culinary and lifestyle journalists an asset
• Fluent in English (highly recommended)