To increase share of mind, drive advocacy & become the voice of the brand.
To seed the brand in off premises, on-premises by providing relevant brand education, mentoring & stakeholder relationship management. Strong ability to multitask and possesses analytical thinking capabilities to assess the market, strong leverage on consumer insights and understanding the targeted consumers.
【Brand Education & Mentoring】
• Inspire and educate in-market sales team on the brand to generate interest, motivation, and a strong understanding of qualities/characteristic/heritage.
• Plan & execute mentoring programs with key trade customers in particular Liquor Store owners, buyers, bartenders, bar managers and mixologists.
• Plan & execute consumer mentoring programs, working closely with the brand team to deliver creative experiential activations to reach targeted consumers.
• Identify and conduct tastings/education for target groups of consumers / opinion leaders to further drive brand awareness, trial & conversion.
• The Glenlivet as the key focused brand, development will not be limited to only the main brand but also involvement in cross-category brands.
【Trade Activation】
Working with the local sales and marketing teams, identify and target liquor stores, bars, and restaurants for further development.
• Build relationships with the outlet (off trade & on trade) including customer and trade promotions, bar staff education and brand visibility.
• Convert target consumers and influencers through tasting and brand education.
• Maintain on-going relationship with key flagship outlets & bars.
• Represent the brand at key events.
• Support the local team in the retail business where possible, with brand visibility, education, and communication.
【Brand Management/Insight】
• Have a strong sense of luxury and knowledge of how luxury brands are activated.
• Support implementation, tracking and evaluation of planned promotional activity in the trade.
• Plan & execute new brand initiatives, either international best practice or locally developed.
• Provide market intelligence - research, analyze and provide report on key competitor activities and market dynamics to local brand team and The Glenlivet Band Ambassador community.
• Be the face of the brand, promote brand initiatives / activities to relevant media/press contacts.
• Identify suitable collaboration opportunities with luxury brands and relevant media to promote the brand.
• Selective marketing projects management for development.
【Monthly Reporting】
• Deliver monthly report which includes environment analysis, market trends, brand performance and specific ambassador activities for circulation to PR Marketing and The Glenlivet.
• Provide regular best practice sharing.
【Social Media Acceleration】
• Develop and manage local ambassador Facebook and Instagram page, to target consumers, bar tenders and key contacts.
• Update with key events, brand activities, mentoring sessions and relationship management of key contacts.
