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Brand Ambassador - Guadalajara

Ref: 293 Date Posted: Monday 29 Oct 2018
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Position Summary


The purpose of the Edrington Brand Ambassador is to serve as the local representative for Edrington’s brands in key markets, driving awareness, trial and education across the Edrington portfolio with a focus on The Macallan.  The Edrington Brand Ambassador will travel extensively within the region gaining new points of distribution, conducting staff trainings, and executing consumer-facing events.  In order to achieve these goals, the Edrington Brand Ambassador will leverage the strengths of both the Commercial and Marketing teams, working closely with Divisional Marketing, the National Brand Ambassadors and the Brand Teams.


Job Responsibilities


The Edrington Brand Ambassador is responsible for the education and engagement of Consumers and key Trade (On and Off Premise accounts, Brokers and Wholesalers) under the umbrella of Edrington’s Strategic Imperatives.

Key City focus (GDL & MTRY) y Key Neighborhood approach focus


Specifically they are accountable for:

  1. Every Day Trade impact on full portfolio to build lasting business gains
  • TLA/ RLA relationships/ growth
  • Distribution gains
  • Value share
  • Menu SOV
  1. Product Knowledge/ Tastings Internal / external of Portfolio (key brand)
  2. Lead Ritual Serve & new experiments & POS to great M&E
  3. Trade & consumer impact from key events & face of the brand in social media & Key PR
  4. Understand the strategic direction for the assigned territory across relevant channels and segments.
  • Assist in communicating the Strategic Direction and Edrington priorities to target Key Accounts at the local level. Be an advocate for the Edrington portfolio.
  • Deliver against the Strategic Imperatives of the organization, delivering exceptional in market results.
  • Drive a leading global luxury brand to deliver yearly profit growth and simultaneously grow brand equity.


  • Support the continued evolution of the Edrington Americas business to develop gold-standard organizational capabilities.
  • Assist in building Edrington America’s reputation as a recognized leader in the beverage industry by key stakeholders.
  • Portfolio Brand Knowledge:  Acting as our in-market authority on the Edrington brands and facilitating experiential activities with consumers; there will be a specific focus on education and training of consumers and trade regarding The Macallan Single Malt Scotch.
  • Recruit New Consumers: Actively engage with private clubs, firms, and high end resources to reach a broader consumer base for experimental activities.
  • Marketing Opportunities: Identify opportunities of scale, including PR, large consumer & trade events. Utilize the National Brand Ambassador and local Edrington team where necessary.
  • Consumer Expansion: Leverage the international success of The Macallan to accelerate activation and participation in relevant ethnic communities.
  • Create & develop a social media following via Facebook, Twitter and Instagram that adheres to corporate policy and brand guidelines.
  • Regular reporting of all activities against targets, and market activity.


Knowledge, Skills & Core Competencies Required


  • BS/BA or equivalent work experience
  • Experience working with Luxury Brand(s) and their clientele is a plus
  • US Beverage Alcohol industry experience preferred
  • Experience managing or working with wholesaler tier is a plus
  • Well versed in local Beverage alcohol marketplace
  • In depth knowledge and passion for Whisky and/or Rum
  • Knowledge of Edrington’s bands and their values
  • Use of social media (Facebook, Twitter, Instagram)
  • Excellent oral presentation skills
  • Ability to use technology in presentations
  • Strong interpersonal, influencing, negotiating skills
  • Exceptional organizational & prioritization skills
  • Event production and management experience
  • Network of influencers in the spirits industry preferred
  • Network of high net worth individuals preferred
  • Frequent travel with in the territory as required to perform job function
  • Frequent night and weekend work
  • Bi-lingual in English & Spanish