Global Advocacy Manager, Maker's Mark NY or KY

What makes this a great opportunity?

** This position can sit in New York or Kentucky **

In 1953, Kentucky distiller Bill Samuels, Sr. set out to create a bourbon whisky to suit any palate. After burning the 170-year-old family recipe, he created a full flavored yet easy-to-drink recipe using red winter wheat. Co-founder Margie Samuels was inspired to create a name and bottle design that celebrated the handmade values of the handmade bourbon – to this day each and every bottle of Maker’s is still hand-dipped in the brand’s signature red wax at our National Historic Landmark Distillery on Star Hill Farm. Maker’s Mark is recognized as the first craft distillery in America while aspiring to become a global icon, while leading as a force for good in the world as a certified B-Corp brand.

We are looking for people who bring something unique to Maker’s Mark - themselves. We value differences, and we appreciate what each of us can contribute. We inspire each other, and challenge ourselves to innovate, improve, advance new ideas and try new things. We create endless opportunities to Unleash Your Spirit every day in a culture that is charged, creative, challenging and fun.

Reporting to the Vice President Brand, Maker’s Mark, you will be responsible for leading efforts to build advocacy for the Maker’s Mark, both internally and externally, in support of our Globalization ambition.  
 
Working with cross functional teams, including our Brand Home and Force for Good teams, you will work create a vision for Maker’s Mark advocacy teams around the world, building programs, assets and initiatives that educate and inspire target audiences about Maker’s Mark.  In addition, you’ll act as a key point of contact for local advocacy resources around the world, ensuring they are armed with the knowledge, best practices and support they need to build advocacy at a local level.  

Role Responsibilities

1.    Vision & Strategic Planning: 
With support from the leadership team, develop and implement a comprehensive brand advocacy strategy aligned with the Maker’s Mark brand house objectives and values. Create an inspiring vision for the role of Maker’s Mark advocacy around the world, addressing our objectives of Globalization, Premiumization & Driving Relevance across our key markets while integrating our values as a “Force for Good” within the industry.

2.    Define Program Objectives, Resources and Route to Market: 
With support from the leadership team, define the role, objectives and goals for Advocacy within the Brand House, while specifically defining objectives and ways of working for three key advocacy programs: i) Private Selection Single Barrel program; ii) Diplomat Program; iii) MM role within the SGS Prestige Workstream.

3.    Impact our Presence & Relationships with the On-Trade: 
Propose ways of working and partnerships that will build Maker’s Mark connection to the On-Premise, in particular in support of our premiumization journey and “Big Bet” markets. Ensure our on-going presence and partnerships with new, lapsed and existing High Image Accounts to drive relevance amongst influential consumers.

4.    Create Brand Programming that Brings to Life the Brand Platform in ways that can Engage and Inspire our On-Trade partners:
Create an advocacy toolkit that delivers inspiring quarterly programs to bring to life our Brand Platform, Monogatari Brand Culture within the On-Trade. Ensure opportunities to scale according to life-stage of a market. This may include a Bartender Competition or similar, to engage leaders in the industry with our brand culture.

5.    Brand Education:
Set the strategy, develop educational programs and training materials for internal teams, trade partners, and consumers to deepen understanding and appreciation of the Maker’s Mark category and our brands within. Collaborate with the Brand Home team for inspiration and alignment in execution. Utilize and apply best practice from other Brand Houses.

Additional Responsibilities

6.    Coaching and Influence: 
Provide coaching and support to the MM Diplomats and support the broader team of Suntory ambassadors and Key City Leads across all priority markets, providing strategic education guidance, training, and resources to ensure consistent messaging and representation of the brand.

7.    Relationship Building: 
Cultivate and maintain strong relationships with key stakeholders across the Maker’s Mark ecosystem including Brand House team, Brand Home and Distillery partners and Prestige Key City leads to strengthen brand loyalty and amplify brand visibility and credibility. These relationships will be built during global travel to key markets, and inbound brand home visits.

8.    Trade and Media representative: 
Where required, represent the brand house and brands by curating relationships with global media, including influencers and media outlets, in conjunction and supported by the Global Communication and Corporate Communication teams. Represent the Maker’s Mark brand house at key industry events.

9.    Digital Content Development: 
Where there are opportunities, collaborate with the global marketing teams to create compelling and authentic product and brand content, supporting brand storytelling activity across social media, digital channels, and traditional media.

10.    Budget Management: 
Manage the brand advocacy budget effectively, ensuring resources are allocated strategically to maximize ROI.

Qualifications

• 10+ years of relevant professional experience. Advocacy experience with global brands preferred.
• Strategic thinker with a creative mindset and a passion for storytelling.
• Strong leadership skills with the ability to inspire, influence and motivate teams.
• World-class communication and presentation skills.
• Deep knowledge of the American whisky category, global whisky market trends and consumer behavior.
• Ability to thrive in a fast-paced, dynamic environment and manage multiple projects simultaneously.
• Entrepreneurial attitude. Proactivity Self-motivated, able to work independently.
• Energetic, confident and self-motivated with a natural flair for presenting to an array of audiences
• Social media savvy (Instagram/Linked-in/Yammer)
• Highly Personable

Salary Range - The salary range for this role based in NY is $140,000 to $155,000 along with an annual bonus, 401K match, profit sharing, and medical and wellness benefits. The salary range is commensurate with the candidate’s location, experience, and skillset. 

KEY RELATIONSHIPS:    

• Reports to the Vice President Brand, Maker’s Mark within the MM Brand House
• Leadership team members of the Brand House, in particular the Vice President for Brands and the BH MD
• Brand Home and Distillery leadership and Advocacy Teams
• Cross functional leads and teams (e.g., Operations, PR, Proof Positive, Public Affairs)
• Local Markets, in particular US Brand Team and Diplomats lead.
• External agencies