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Senior Manager, Trade Advocacy, Brand Ambassadors

3 months ago

New York, United States Pernod Ricard USA Full time
Position Title: Senior Manager, Trade Advocacy, Brand Ambassadors

Location: CHI or NY or MIA or ATL or CA or TX, US, Remote

Careers that unlock the magic of human connection

Who we are

Pernod Ricard is a global premium spirits and wine company. We're the team behind leading brands such as ABSOLUT® Vodka, Jameson® Irish Whiskey, Malibu®, Kahla® Liqueur, Beefeater® Gin, and Avin™ Tequila, as well as many more superior wines and exquisite champagnes

Working at Pernod Ricard is all about igniting conviviality in that all that we do. Derived from the French word, convivialit...it means human connection, authenticity, friendly, and jovial. Conviviality is energy and spirit with a splash of je ne sais quoi and is a core philosophy around how we live and work at Pernod Ricard. Here, we are team players, dream makers, trailblazers, movers and (cocktail) shakers. We have a passion for living life to the fullest, making a new friend every day, and realizing our potential as people and as a business

The salary range for this role is $130,200.00 to $162,700.00, range will vary based on location. Base salaries are determined during our interview process, by assessing a candidate's experience, skills against internal peers and against the scope and responsibilities of the position.

Position Summary

Own the development of clear strategies and tools to ensure PRUSA re-gains our place as a "best in class" ambassadorial function driving trade advocacy, engagement, and education. Align closely with Brand & Organizational strategy to drive executional excellence of category and brand objectives nationally through a highly visible and impactful team. Build a team of influential brand ambassadors who drive advocacy through a clear and measurable strategic and tactical executional plan.

Job Scope

Impact priority category and brand reputation for PRUSA by leading a team of 30+ (mix of internal & agency) brand ambassadors to support the PRUSA growth ambition. Lead the development of processes, tools, and procedures in order to build a best-in-class infrastructure to support the PRUSA brand ambassador pillar.
  • Fulfil national scope through a blend of internal and agency managed national and regional ambassadors situated in key priority states & commercial divisions.
  • Be a strategic partner to cross-functional teams within priority categories across the Irish Whiskey, American Whiskey, Agave, Gin, French Wines categories in order to manage development of Ambassador programming, develop key success metrics, manage annual budgets, and lead internal and external socialization of BA activities.
  • As part of the PRUSA Commercial Marketing Team, anticipate, identify, and satisfy trade and consumer needs by developing inspiring, iconic, and disruptive initiatives and action plans which translate into local success.
  • Support and communicate brand vision, objectives, strategies, and national initiatives.
  • Reporting to: VP Field Marketing.
  • 6 Direct Reports including agency management responsibility (team of 25-30 BAs).
  • Key Internal Relationships: Brand HQ teams, Commercial Marketing, HR, Finance, Legal, Corporate Communications, and Commercial org.
  • Key External Relationships: Agency housing the external BA program, Trade & industry leaders, and key distributor leaders.
Key Responsibilities for this Role
  • Contribute to PRUSA's growth by leading a high-calibre, highly visible team of Brand Ambassador's, and implement a successful program structure in three key areas: Recruitment, Training/Support Tools, & In Market Management & execution.
  • Attract, recruit & retain high quality talent via best-in-class program:
    • Manage & work closely with HR and Agency lead to support hiring requirements.
    • Research and keep abreast of the latest Trade Advocacy and Ambassador strategies and programmes, and adapt to changing market conditions, always keeping one step ahead of competitors.
    • Instil a culture of inclusion and conviviality making the PRUSA BA team an aspirational group.
    • Create career progression model and talent development plan.
  • Own development of planning & program execution expectations & guidelines, inclusive of KPIs & Training/Resources:
    • Create & develop an effective planning cycle and management process that is integrated into the PRUSA Planning process.
    • Create a best-in-class training program & plan to support successful onboarding of new team (internal & agency).
    • Own development of full suite of Brand Ambassadors tools to support BA role in driving executional excellence.
    • Successfully develop & refine WoW across key functions in the organization.
    • Drives executional/operational excellence through creating a culture of accountability.
    • Partner with Finance, HR, and Brand to understand forecasted yearly headcount and budgetary needs, manage ~$11M A&P annual budget across a national footprint team structure.
  • Ensure successful in-market management & execution:
    • Successful roll-out of the new program with both internal PR employees and external agency employees
    • Regular cadence with agency to review performance, execution (measurement), talent, recruitment for open roles.
    • Regular collaboration with key stakeholders (Brand/Commercial) to identify opportunities, gather feedback/learnings, to reinforce future planning.
    • Develop and track against annual program budget and resource plan, with a cost-conscientious approach.
    • Define, measure, and prove return on investment of ambassador program to business through developing a reporting structure to report on business successes metrics supporting brand and sales objectives.
  • Develop relationships with key internal stakeholders & business leaders to influence and create alignment and understanding of Trade Advocacy strategy and the business impacts against shared objectives:
    • Commercial Leadership (AVP/DVP/Prestige)
    • Brand HQ Leadership (Brand VPs)
    • Comm's & Experiential
    • Trade Advocacy Leadership
    • Finance & HR
Key Skills/Competencies for this Role

Must be a strong collaborator and relationship builder with ability to lead a team, multitask, take a hands-on approach and influence effectively with cross functional leaders at all levels. A skilled and agile leader who can combine strategy and inspiration with execution and results.
  • Market & Environment:
    • Understands the Market / Industry / Competitors / Customers at local and national level, channel expertise in the on-premise, and a modern view of ambassador advocacy.
    • Deep understanding of the trade and brand ambassador industry, with strong connections to advocacy leaders, clear line of sight into national and global ambassador competitive activity and understanding of the Advocacy landscape.
    • Understands the complexity of US 3 tier bev alc system, including basics of regulatory restriction & wholesaler dynamic.
  • Knowing the Brands:
    • Demonstrates understanding and ability to articulate in-depth brand strategy, production process & brand crusade across the priority categories.
    • Supports Brand Ambassadors through inspiring, motivating and communicating the brand crusade, enabling them to bring the brand vision to life.
  • Strategy & Planning:
    • Set and refine strategic direction for modernizing Brand Ambassador program to fit evolving industry trends.
    • Builds annual activity plans & KPI's inclusive of cross functional needs (Commercial, Marketing, Commercial Marketing, etc.) in consideration of market nuance and strategy for growth.
    • Ensure brand strategies for advocacy are incorporated into KPIs for BAs and built into plans for supporting advocacy pillars (Events/Education/Engagement).
    • Map & Wire BA team to ensure complexity of brand/category are met in team structure, coverage, R&R, and strategic direction.
  • Project Management:
    • Set up structure and processes for the future long-term success (set clear objectives, resources, planning, budget, and meetings).
    • Monitor & identify emerging issues, trends & opportunities to build into KPIs, analyze progress, and recommend action.
    • Foster and champion cross-functional collaboration.
  • Communication:
    • Speak confidently in front of a small to large audience (meeting /training), keeping control of posture and gesture.
    • Build impactful presentations, delivering complex messages with clarity.
    • Develops strong influencing skills internally & externally.
    • Display a high level of interpersonal, written, and verbal communication skills. Possess excellent problem-solving capabilities and strong analytical skills.
  • Relationship Building & Collaboration:
    • Build influencing relationships and understand organization and individual complexities through strong interpersonal skills.
    • Develop quality relationships with internal & external contacts (e.g., agencies, on-premise partnerships; Pernod Ricard Network etc.).
    • Work across and with internal functions to achieve the objectives of the role.
    • Ability to work with multiple groups, including remote teams, building strong personal networks across a complex, fast-moving organization.
  • Creativity & Innovation:
    • Explore several approaches or solutions when facing a problem and suggest recommendations.
    • Support BAs and local market deliver innovation initiatives.
  • Commercial & Financial Acumen:
    • Monitor results and performance against BA KPIs to track and develop BA performance & BA activation in market.
    • Demonstrate understanding of basic PR Financial terms.
  • People Management:
    • Lead a high-caliber, highly visible team of Brand Ambassadors to identify, attract, hire, develop and mentor the company's future business leaders and innovators.
Qualifications Required
  • Preferred background in spirits and wines, other drinks industry experience.
  • Business acumen and experience in the on-trade/service/hospitality industry.
  • Proven track record of proactive, strategic vision taken from concept to execution and measurement/improvement (BA Team).
  • Prior experience leading a team to deliver organizational objectives through proactive measurement/KPIs/metrics.
  • Work across and with internal functions to achieve the objectives of the role.
  • Experience with agency management, talent recruitment and internal talent development.
  • Multi state territory management experience in trade advocacy with availability to travel to cover national scope of role.
  • 4-year Degree Preferred.
Ready to work with spirit? Read on...

Life and perks at Pernod Ricard

Proud to belong - Just as we help to create moments that matter for our customers, we lead by example every day...bringing our whole self to work and building bonds that celebrate the human spirit, diversity, and foster deep connections.

Empowered to soar - We set high expectations and seek to get the most out of life. Through flexibility and a hybrid workstyle, as well as unique learning opportunities, generous tuition reimbursement, and one-of-a-kind learning programs, we passionately grow our skillset.

Committed to care - We are deeply committed to the long-term sustainability of our people, our industry, and our planet. We call this return on responsibility. From environmental sustainability to supporting local communities, our commitment is steadfast.

Inspired to dream - We treasure new experiences and are proud to develop as people, not job titles. From rich immersive learning programs in Paris to exciting high-profile events, we blend a love of exploration into all that we do.

Our hybrid work style

At Pernod Ricard North America, our work philosophy celebrates the magic of human connection with the flexibility needed to provide one's most meaningful contribution. Our hybrid teams will work remotely the majority of the time and unite on-site two days per week or 40% of the time. Our team is empowered to start and finish their day at a time that works best for their lifestyle with the whole team available during the core hours of 10am-3pm.

Plus, great benefits and perks to toast to a life filled with support including:
  • Competitive compensation including performance bonuses
  • Domestic & international career development opportunities
  • Competitive paid time off plan + wellbeing days
  • Medical, dental, vision and life insurance
  • Product allowance to enjoy on Pernod Ricard products
  • Gym reimbursement
  • Employee Assistance Program
  • BetterUp Care wellness benefits including nutrition, sleep, executive coaching, etc.


And much, much more Check out PRUSABenefits.com to view our extensive people programs and support.

Pernod Ricard USA is an Equal Opportunity Employer. It employs qualified individuals based solely on ability, training and experience, and does not and will not, discriminate for or against any employee or applicant for employment or promotion based upon actual or perceived race, color, religion, sex, age, disability, national origin, citizenship, marital status, sexual orientation, gender identity, genetic information, military service or any other classification protected by law. Offers will be subject to United States local terms.

Job Posting End Date:

Target Hire Date:
2024-08-30

Target End Date: