National Brand Ambassador - The Macallan - California

The Macallan - Marketing
Ref: 143 Date Posted: Tuesday 06 Mar 2018
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The National Brand Ambassador’s role is to network, engage and build relationships and strategic partnerships with consumers, influencer groups and media by bringing the Macallan “world” to life in key assigned markets. The National Brand Ambassador aims is to inspire, educate, recruit and engage these audiences with unique and impactful experiences.  As a secondary focus, the National Brand Ambassador supports major efforts and large scale distributor and trade education. The role will involve extensive travel within the Region, as well as to NY Office and Scotland to liaise with the brand and distillery team and to host visits.  It is important that the Brand Ambassador embodies the essence of the brand in both appearance and delivery of key brand messages.

Job Description

The Brand Ambassador is the face of The Macallan brand in the markets and responsible for the education and persuasion of consumers, influencer groups, internal and external stakeholders, (key trade Edrington staff, State wholesalers) and the media in the merits of The Macallan brand.
The National Brand Ambassador will be accountable for (but not limited to):
  • Acting as our in-market authority on The Macallan brand, whisky category and the conducting of whisky tastings, education and unique experiences
  • Brand building and consumer recruitment in 2 Key Influential cities
  • Executing Experiential consumer events
  • Build influencer networks, including collectors, professional groups
  • Create lifestyle consumer events
  • Working with the US Macallan Brand Team to implement a range of marketing activations and communications that are in line with brand messages and objectives
  • Working with the local commercial teams to identify key brand building initiatives in key markets
  • Building awareness and ensuring front of mind presence, education and selling confidence for the Macallan with the distributors and trade partners
  • Working with retained agencies to engage and build relations with key media and influencers
  • Representing The Macallan at key trade, media and consumer events
  • Creating & developing a social media following via Facebook, Twitter and Instagram
  • The management and best use of their annual personal travel and entertainment and activation budget

Knowledge, Skills & Core Competencies Required

  • BS/BA  or equivalent work experience in Luxury category
  • Experience working with Luxury Brand(s) and their clientele
  • US Beverage Alcohol industry or Hospitality experience
  • Leadership and mentoring/training
  • Socially connected with Influencer communities in key markets
  • Use of social media (Facebook, Twitter, Instagram)
  • Category, brand and portfolio strategy expertise
  • Brand essence and positioning knowledge
  • HNWI interaction methods
  • Passion for Spirits – preferably Whisky
  • Excellent oral presentation skills
  • Ability to use technology in presentations
  • Exceptional organizational/prioritization skills
  • Proven experience within luxury goods sector
  • Strong interpersonal, influencing, negotiating skills
  • Friendly yet sophisticated
  • Ability to networker with all levels
  • Seasoned traveller; Travel up to 60%
  • Must be at least 21 years of age
  • Eligible to work in the US