Trade Advocacy Manager

Job Title: Trade Advocacy Manager

Location: México City

Pernod Ricard is a global company of premium wines and spirits. We’re the team behind leading brands such as ABSOLUT® Vodka, Jameson® Irish Whiskey, Malibu®, Kahlúa® Liqueur, Beefeater® Gin, and Avión™ Tequila — as well as many other exceptional wines and exquisite champagnes!

Working at Pernod Ricard is all about bringing conviviality to life in everything we do. Derived from the French word convivialité, it means human connection, authenticity, friendliness, and joy. Conviviality is the driving energy — the central spirit — of how we live and work at Pernod Ricard. Here, we are team players, dream makers, pioneers, movers, and shakers. We are passionate about living life to the fullest, making a new friend every day, and realizing our potential as individuals and as a company!

At Pernod Ricard, your safety and well-being are our top priority.

Job Purpose

The Advocacy, Experiences & Education team is responsible for developing & delivering ‘best in class’ Advocacy programs, Immersive educational events and Global Brand Experiences & Partnerships to fuel and recruit passionate brand Advocates across the globe for HOT portfolio of brands, Altos, Olmeca, Del Maguey. This extends beyond Pernod Ricard, employees, and Local Markets, further to ambassadors, trade, customers, and ultimately direct to consumers programs.

As subject matter expert of Advocacy & Education in the team focusing on HOT brands, you will be responsible for a) Strengthening brand quality perception with hospitality professionals & partnerships, as well as b) educating internal & external brand advocates to further amplify advocacy at grassroot level and global amplification alike and c) helping to facilitate the educational expert to equip the organization with exceptional tools.

Your task is to drive premiumization of the brand, specifically within the trade industry and mainly for quality drive markets, with the goal to trickle down to consumers. You will need to define how to build long-lasting relationships with key Partners, On Trade accounts, industry influencers and trade media, as well as the overall trade community, positioning yourself and team as the brand champions of Trade Advocacy and genuine supporter of trade industry progression. As part of this you will deliver, execute, and evaluate a global Advocacy platform that establishes which geographies/markets, partnerships, trade shows and collaborators to focus on, whilst ascertaining how to leverage trade media to amplify reach, and in particular, setting clear KPIs that define success parameters.

In parallel you will ensure that the business builds a strong community of brand advocates through your section, including dedicated Brand Ambassadors, portfolio Ambassadors, local brand champions and beyond, to amplify impact at grassroot level. Upskilling them (train the trainers) and regularly infusing them with brand passion, while mobilizing & supplying them with the right programs, tools, and assets to deliver excellent consumer & trade focused education based on category, market, and drinks intelligence, measured by a clear global metrics.

The responsibilities & projects will evolve over time as you build the role, as a result of moving advocacy measures, market needs, consumer/category/drinks/trade trends and evolution, and the teams overarching Advocacy Roadmap.

The position will also lead the complete execution and constant follow up of the ALTOS tahona society platform and Del Maguey mezcal academy, will develop appropriate education programs for bartenders according to the guidelines and strategies of each brand; and generate true passion for our brands: (Altos – Tahona Society, Olmeca, Avion and Del Maguey)

• Continuous evolution of the Tahona Society for Altos program so that it becomes the most aspirational education program for bartenders. Develop assets and tools to deliver all these education programs.

Responsibilities

• Support, when relevant, Global Advocacy COE in shaping global Advocacy & Education strategy feeding in HOT key initiatives & learnings

• Lead the development of HOT brand education and advocacy initiatives and content in close collaboration with Brand Strategy team and Global Brand Ambassador

• Lead development of portfolio of Academic programs to drive quality and reach based on brand strategy, in close collaboration with Education Centre Coordinator

• Oversee Global Brand Ambassadors to ensure effective collaboration across brand strategy, range architecture, innovation, shopper & digital team

• Support Global Advocacy & Education COE in standardizing tools. KPI’s & reporting of local HOT Brand Ambassadors

• Develop appropriate education programs for bartenders according to the guidelines and strategies of each brand; and generate true passion for our brands: (Altos – Tahona Society, Olmeca, and Del Maguey Academy)

• Continuous evolution of the Tahona Society for Altos program so that it becomes the most aspirational education program for bartenders.

• Develop assets and tools to deliver all these education programs

• Advocacy education and BA budget management

• Develop and evolve initiatives to include in the consumption strategy, identifying global and local trends to create an integrated strategy for each brand with toolkits that can interact with trade and consumers.

Requirements

• + 5 years industry experience of developing experiences and delivering hospitality

• University Degree in relevant discipline is a plus (preferably in Marketing or Hosp management)

• Whereof above consists of a minimum +3 at leadership level

• Strong knowledge of spirits and the industry, you are passionate about this domain

• Experience in developing advocacy & brand education strategies, programs & tools

• Exposure to brand strategy, communication strategy, consumer insights/trend reporting

• Proven communication in English (written & spoken), with strong storytelling capabilities 

• Proficiency in all Microsoft Office Tools and Programs

• Educational background,

• Extensive experience with advocacy, education and strategic program development,

• Experience In leading cross functional teams

• Brand management

Competencies

• Strategic thinker, with ability to think out of the box and be hands-on

• Excellent analytical skills (fact-based decision making, experience with sell-out/consumer data)

• Strong Project management skills, stakeholder management, workback schedules, setting KPIs

• Strong organizational skills, experience managing multiple projects simultaneously & meeting critical deadlines

• Exceptional relationship skills with an ability to navigate a matrix organization, leverage networks, and varying personality types

• Ability to work with multiple stake holders simultaneously

• Decision making abilities, ability to influence others in the organization, sell ideas or strategies

• Excellent skills in managing time & budget sensitive projects

• Strong focus on team leadership & collaboration, leading creative spirits and valuing differences

• Open and collaborative working style with team and with markets, team player

• Ability to build lasting relationships, especially direct rapports and team members 

• Dependable and trustworthy; consistently meets expectations and commitments

• Proven ability to work around obstacles to achieve business goals

• Fluent in English, championing both written and verbal communication 

• Need to have a strategic vision with the objective of taking the advocacy program to the next level

• High level of communication, ease of developing interpersonal relationships and ability to work in teams and high level of networking in the on trade and with bartenders globally

• The role requires high level of communication towards top management, key trade clients and industry icons as well as a recognized profile and high level of recognition, networking and credibility in the industry.

• Proactivity, autonomy and excellent teamwork

• Adaptability to an international environment, willing to travel

• Strategic development - ability to support the Global Advocacy Center of Expertise (COE) in shaping global advocacy and education strategies

• Cross collaboration with Brand Strategy, Brand Ambassadors

• Experience in supporting standardization of tools and reporting measurements of advocacy & education efforts

• Coaching and management of a team

Job Posting End Date:

Target Hire Date:

Target End Date: