This is a 15 month role with great potential to be renewed.
The Market Lead is the commercial face of the brand in the market. A recognized leader in execution and interaction with customers by embodying Edrington’s commercial excellence principles and luxury behaviors.
The Highland Park Market Lead is a dedicated, passionate, brand champion, embodying the essence of the brand, with the goal to help make Highland Park the recognized global leader in super premium malt whisky. The Market Lead will be spearheading building brand awareness and relevancy in the market through their trade and consumer engagement. Accountable for market execution of brand education platforms and brand sponsored events, building trade relationships, building a network of influencers, as well as partnerships network with Austin, TX based lifestyle brands. This position is for a self-starter, someone who is highly driven to succeed, and enjoys going the extra mile to achieve results.
Job Responsibilities
The Market lead for Highland Park is the commercial face of the brand and responsible for the delivery of both the commercial and brand objectives for their market, and the execution of our brands’ activation plans in top accounts.
Commercial
- The Market Lead will spend approximately 10% managing our distributor partners and 90% with Key accounts.
- The Market lead should spend most of the time in the field, managing the call cycle and maintaining an updated account visit calendar, with focus on key accounts in the account segmentation mapping.
- The market lead covers all target accounts within his/her market establishing solid commercial relationships and representing the brand.
- Work as partner to local commercial teams to assist in the development of target accounts for on/off premise to drive distribution in key target accounts.
- Align focus with local program calendars and/or distributor network focus periods to optimize investment and time management.
- Drive brand visibility and traction in the on/off premise, assist in closing distribution gaps in e-commerce retail customers where permitted.
- Optimize E-commerce brand focus programs and account distribution where appropriate.
- Work collaboratively with local Edrington Market Manager/Area Manager to actively engage distributor sales contacts.
- Capture and report all trade and consumer interactions and activations in Go Spot Check. Analyse effectiveness of activities through reporting and impact capabilities.
- Build partnerships with local on/off premise key accounts and implement Smart Distribution strategies.
- Attend monthly distributor General Sales Meetings and team meetings where possible.
- Constantly communicate market activity and conditions regarding trends, competitive activity, etc.
- Conduct Distributor sales rep account visits as needed.
Brand
- Be the brand owner. Act as our in-market local face of the brand to the trade, key collector accounts, and local consumers.
- Work with the local commercial Market Manager and Brand Marketing to implement a range of trade and consumer marketing activities consistent with brand strategy within the local market.
- Scout and develop target accounts based on HNWI neighborhood data, premium/luxury accounts for retail and on-premise channels.
- Accelerate the growth of Highland Park through excellence in delivering exceptional visibility, distribution, and display where permitted and within brand guidelines. Enable negotiation
- Recruit new consumers to the brand: Seek opportunities to sample, educate, entertain, expose and partner with collector accounts and local influencers.
- Build influencer networks to include collectors and professional groups and connect these to the Brand Specialists / Ambassador for them to build relationships with the brand.
Budgeting & Reporting
- Responsible for the management and best use of their annual personal travel and entertainment budget and effective use of A&P funds for activations.
- Responsible for regular reporting – Event reports, program recaps, expense reports, consumer insights, competitor positioning, performance against targets, point of sale audits, etc.
- Use Go Spot Check (GSC) to document in market execution, notes, photos, etc as needed to fulfil KPI’s.
Knowledge, Skills & Core Competencies Required
Experience with premium/luxury brand building and/or commercial capabilities:
- BS/BA or equivalent work experience
- Passion for super premium brown spirits (Rum, Scotch, Bourbon, Tequila)
- Motivated self-starter, gregarious personality, articulate, charismatic, polished, and professional
- Exceptional organizational & event production/management skills
- Adept at networking, selling, and interacting with diverse groups of people
- Strong written, verbal, and public speaking skills
- Use of Social Media (Facebook, Instagram) & technology
- Ability to work independently, manage a personal schedule, think creatively
- Event Production and Management
- Role requires evening and weekend coverage – it is a full-time role with non-standard hours
- Must reside in Austin, TX
- Valid driver’s license
- Ability to lift up to 40 lbs.
- Eligible to work in the USA
- Must be at least 21 years of age
Benefits & Perks
- 25 days of paid time-off, 11 paid holidays, end of the year break and Summer Fridays
- 100% employer paid health benefits for employee and dependents
- Competitive 401K company match
- Employer paid Short & Long Term Disability and basic Life Insurance
- Pre-tax benefits
- Mentoring
- Global Wellbeing program
Edrington provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability or genetics. In addition to general legal requirements, Edrington complies with applicable federal, state and local laws governing non-discrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.