Brand Ambassador (Durban) at Pernod Ricard

TRADE:

Drive Brand education across all channels (On/Off/E-comm/Redistributor)

• Supports and drives distribution, ROI & value share of new & existing brands (for e.g. through training, dinners, innovative consumer events, consultation on persuasion programmes and menus, etc).
• Focused on building category knowledge and positioning our brands as the ultimate brand of choice within the category.
• Leads & owns the design and implementation of the global SIP Programme across South Africa.
• Develops links with all key trade influencers (mixologists, bartenders, bar owners, F&B managers, sommeliers, etc) to leverage support and generate positive share of Voice.
• Leads and manages events with key On trade Outlets and, 3rd Party agencies.
• Develops breakthrough trade & industry relationships.
• Maintain & optimize relationships with on trade and off trade outlets where appropriate.

Cocktail Menu and drink strategy support  

• Assists Sales Reps to win pouring contracts for cocktails and spirit brands by owning drinks menus and staff loyalty programs, etc.
• Drive drinks trends & always deliver of the highest standards.
• Creates & leads bespoke bar solutions to on trade customer.

CUSTOMER:

• Builds brand equity through engagement, inspiration & epitomising the PRSA brands.
• Continually acting as the Influencer to build Brand Advocacy – seen as the thought leader who can skilfully influence consumers, Friends of the brand and other stakeholders.
• Recruit & convert target consumers to the brand through trial and occasion.
• Seek relevant opportunities for brand development – trade associations, relevant events etc.
• Build relationships & development plans for each target outlet including consumer and trade promotions, brand visibility, signature serves, menus, etc.

MEDIA: 

• Assists delivery of a strong PR campaign for PRSA brands.
• Valued spokesperson for PRSA brands with strong relationships and links with key media (press, digital, social).
• Driver of interest & newsworthy angles / stories for the PRSA brands.
• Shows Drinks Industry leadership and is first point of call for opinions and views.
• Engagement with influential lifestyle social media: As a PRSA ambassador, represent our brands to trade & lifestyle press & social media when/where opportunities arise.

INTERNAL: 

• The “go-to” person for future trends & used as our internal agency to lead thinking around drinks / S&R initiates and future trends.
• Know the competition thoroughly with insights for PRSA counter-action.
• Leadership thinking on Serves and POS.
• Training on Brand & Category  across entire PRSA internal teams.

Minimum Educational Requirements and Work Experience:

• Commercial Graduate Qualification – Business Related desirable though not essential (quality experience is more important than qualifications).
• WSET (or equivalent) level 2 spirits minimum requirement advantageous. 
• Trade experience / bar management experience in the trade environment is critical to ensuring credibility and building relationships (3-5 years)

Functional and Technical Competencies:

• Customer Relationship Management, Market & Environment, Product Knowledge, Commercial Strategy, Results Orientation, Promotion, Merchandising, Evaluation of Commercial Activities.