Brand Ambassador at Diageo

Diageo is still a relatively young company - we have only existed in our current form since 1997- but our brands and our business have a rich heritage. our earliest ancestor company formed in 1749, is Justerini & Brooks - wine merchants, and blenders of the famous J&B whisky range. 10 years after that, in 1759 Arthur Guinness signed the lease on the now world famous St James's Gate brewery in Dublin, going on to create a globally iconic brand.

The Brand Ambassador represents brands within a multicultural outlet and channel environment. It requires a deep understanding of the complex motivations of consumers and customers in a highly sensitive environment and highly competitive luxury spirit market.

The Brand Ambassador will work primarily in the high-end segments of the on-trade Channel (4 & 5 stars). While there is no direct people management responsibility, the brand ambassador will work closely with the On Trade channel's Marketing and Sales teams to achieve targets.

The Brand Ambassador will regularly engage with groups of HNW individuals delivering world class brand immersion experiences to them.

Role Responsibilities: 

• Develop and implement appropriate sales strategies for each individual account working with the Commercial Managers.
• Achieve targeted profits, volume targets, and customer service levels as outlined and agreed to in the business plans.
• Work with the Sales team to ensure adequate distribution of the brands.
• Engage the account of all new product launches in a timely manner and work actively towards maximising product listings in the outlets.
• Identify and research new customers with the Commercial or key account managers and agree on the plan to maximise Reserve brand sales in these accounts.

Brand Building activity

• Together with the Marketing Manager and the Sales team, assess the market to identify action opportunities to present the luxury brand portfolio in the best way to maximise brand strength and sales volume.
• Implement the customer marketing plans for these brands.
• Ensure all activities and events contribute to building brand equity and reinforce the positioning of the brand both within the brand portfolio and in the customer/ consumer mindset.

Customer Relationship Management

• Build strong relationships with customers and consumers.
• Regularly engage customers, consumers and key influencers with a clear agenda and desired outcome, ie. to enhance brand awareness build brand equity, distribution, sales and profitability.
• Be acknowledged in the trade as a leading authority in spirits luxury brands.

Training

• Provide specialist knowledge to Customers through regular training on luxury brands.
• Ensure that their own professional knowledge is continuously updated.

Tactical Activities

• Collect information for category/ brand performance in the Accounts, analyse brand movements, and complete sales analysis for the brands.
• Identify outlets with growth opportunities and design trade programs to increase share and volumes.
• Work as a spirit’s consultant to the RSMs as well as to the F&B Manager/ Account.

Others

• Identify development opportunities to build the capability of DBN staff associated with the brand.
• Ensure that all customer activities undertaken comply with the law of the land and in accordance with company policies and procedures

Experience / skills required:

• 2- 5 years of experience in direct Sales or F&B Sales, preferably in high-end hotels or luxury boutiques.
• Should be extremely fluent in written and spoken English; knowledge of a Continental language (French, Spanish, Italian, etc) will be advantageous.
• Excellent understanding and knowledge of spirits.
• Passion for and identification with luxury brands as a category.
• Ability to be the spokesperson for the luxury brands: should be able to “reflect the luxuryworld” in his approach and apply it to the activation of the product range.
• Indepth understanding of the Ontrade customers and industry practices.
• Ability to convert brand & sales plans into implementation.
• Ability to influence people at all levels (DBN staff, bar staff, F&B Managers)
• Ability to work effectively in a multicultural environment.
• Ability to translate strategy into practical implementation.
• Excellent commercial skills
• Excellent public speaking skills and reach out to a range of audiences through
• presentations and written communication.

Method of Application