Brand Ambassador at Guinness Nigeria Plc

Guinness Nigeria is the story of a truly successful company with a rich heritage and a great track record of growth and strong performance. Guinness Nigeria is not only regarded as an iconic African company, renowned internationally for its brands of unmatched quality, but also as a company that believes in enriching the communities within which it operates, through investment and active participation in the positive evolution of society. Guinness Stout was first exported to Sierra Leone in 1827 and soon became popular across West Africa. In 1963, Ikeja in Lagos Nigeria was chosen as the first location outside the British Isles to brew the iconic dark beer. Two years later, in 1965, Guinness Nigeria was listed on the Nigerian Stock Exchange. Steady growth in markets for Guinness Stout and Harp Lager during the next 30 years prompted the building of three more major breweries in Nigeria. In 1974, the company built a second brewery in Benin, where it produced Harp lager beer. This facility was later expanded to accommodate a second stout brewery, commissioned in 1978. In 1982, a fourth Guinness brewery was built in Ogba, Lagos to brew Harp Premium Lager beer. This site too, was expanded to include Guinness Stout. Several years later, in 2004, Guinness Nigeria commissioned a new brewery at Aba, Abia State. In 2011, the Benin and Ogba breweries were expanded to further increase capacity and meet the growing demand for Guinness Nigeria products which include the acclaimed brands: Guinness Foreign Extra Stout, Guinness Extra Smooth, Malta Guinness, and Harp Lager beer. Other brands include Gordon’s Spark, Smirnoff Ice, Armstrong Dark Ale, Satzenbrau Pilsner, Top Malt, Harp Lime, Dubic Extra Lager and most recently, Malta Guinness Low Sugar. Guinness Nigeria is committed to enriching the communities in which it operates and plays a leading role in the socio-economic development of its host communities. To ensure that efforts can be as effective as possible and are sustainable, the company concentrates on these focus areas: the provision of clean potable water (through the Diageo Water of Life initiative), Health and Education.

Summary

• 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 and 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 are 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 luxury world” in his approach and apply it to the activation of the product range.
• In-depth 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

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