Portfolio Advocate

Role & responsibilities

INSPIRE WHISKY KEY OPINION LEADERS

• Build the local KOL engagement plan across all influencer networks, including whisky communities, key media, influential bartenders & internal stakeholders, including a plan for always-on digital engagement (along with the PR agency & local brand team)
• Drive awareness and education of Suntory Global Spirits portfolio with internal sales and external trade partners in respective region, ensuring front of mind presence and selling confidence with key customers
• Drive awareness and education of Suntory Global Spirits portfolio with digital influencers in respective region, ensuring front of mind presence and discussion of the brand and blended Scotch
• Introduce Suntory Global Spirits portfolio in a way that sparks a fresh perspective - Avoiding a cold pitch, immersing into whisky communities & leveraging cultural connections
• Be the local face and leading voice of Suntory portfolio for any media queries & building distributor & internal team engagement

INFILTRATING WHISKY COMMUNITIES WITH DIGITAL AS THE LEADING TOUCHPOINT

• Create & develop social media content leveraging the wider social media plan and agency support, including creation of virtual brand experiences
• Build & infiltrate social whisky communities leveraging hooks from agencies and existing connections
• Actively develop their own content to spark conversation & reappraisal
• D2C content creating locally relevant content for use on D2C that aids purchase conversion
• Enable 1st party data capture in all activations building digital conversations

BUILD STRONG PRESENCE IN KEY NEIGHBOURHOODS & AMONG WHISKY ENTHUSIASTS

• Establish strong relationships with Halo On trade & Specialist Off trade customers to champion the products partnering closely with local key account teams
• Act as an authority on the Suntory portfolio and the respective categories; planning and executing tastings, education, and unique brand experiences
• Represent Suntory portfolio at relevant media, consumer, and trade events
• Amplify halo on trade activations & venue testimonials on social media communicating with global brand manager + agencies for amplification
• Identify arts collaboration opportunities aligned to the brand purpose and experience strategy alongside local marketing team & agencies, including amplification on social media, D2C etc

ENABLE INTERNAL ADVOCACY CULTURE AND TEST & LEARN MINDSET

• Create and lead a feedback loop regarding emerging trends, whisky community conversation, lifestyle drivers, etc with key internal stakeholders
• Work with global brand house to develop and implement a range of brand marketing activations and communications that are in line with brand messages and objectives
• Collaborate with global & local brand teams, contributing as part of the global network of Brand Advocates and Marketers
• Identify the products brand building initiatives in conjunction with Brand, Customer Marketing & Sales teams
• Develop a strong working relationship with distillery stakeholders
• Develop a strong collaboration culture with other Suntory Global Spirits Portfolio Diplomats and wider Brand Ambassador network
• The management and best use of their annual T&E and activation budget

Preferred candidate profile

• Educated to degree level or equivalent, gained via work experience within a premium/luxury environment
• Experience working with luxury brand(s) and their clientele whisky communities: individual interaction and influencing methods
• Experience working in hospitality and strong existing trade influencer network
• Culturally knowledgeable and in-tune with trends both globally and locally
• Socially connected with Influencer communities in key markets
• Strong appreciation and has experience in social media skills (Facebook, Twitter, Instagram)
• Ability to use technology in presentations
• Leadership and mentoring/training skills
• A strong sense of ownership and pride, with the ability to work independently
• Fluency in English

It would be advantageous to have-

• Previous experience as a Brand Ambassador
• Exposure in the worlds most influential bars hotels and whisky specialty stores
• Alcohol industry or advanced bartending/service qualifications
• Brand messaging and positioning knowledge
• Formal Media training