Brand Specialist

What makes this a great opportunity?

The Brand Specialist is the inspiring and passionate face of The Macallan brand in front of key trade accounts in their key city, responsible for influencing decision makers as well as the education and engagement of staff. They will help to drive an increase in The Macallan’s ‘salience’, as measured by established tracking tools. 

Role Responsibilities

Trade Facing 70%
•    Acting as our in-market expert on The Macallan brand and whisky category, reflecting the brand image and eloquently delivering the brand messaging in strong partnership with local Marketing and Sales teams
•    Driving awareness and training of The Macallan commercial and trade partners, ensuring front of mind presence and selling confidence of The Macallan at priority accounts
•    In charge of actively managing a key account list (On and Off-trade), reporting on performance, identifying opportunities and recommending change as required.
•    Commercial focused objectives e.g. supporting the delivery of new listings and menu placements, and other relevant trade programs) in alignment with the local sales team 
•    Lead the creation of unique serves and elevated visibility with incomparable trade experiences. 
•    Building relationships and trust of key decision makers (e.g. beverage directors, buyers, bar staff)
•    Conducting informative and inspiring staff trainings and tastings to ensure consistency of The Macallan messaging and recommendations to consumers in alignment with local sales team.
•    Driving adoption of The Macallan Academy / The Macallan Academy Fundamentals brand education platform across distribution and key trade partners
•    Elevated training of The Macallan serves and rituals to priority on trade accounts 

Consumer-Facing (20%)
•    Acting as the face of the brand and our in-market authority of The Macallan hosting unique brand experiences and conducting brand education sessions 
•    Fully proficient with all aspects of the brand, actively recruit new consumers via networking, events & partnerships to create new brand advocates
•    Responsible to develop, foster & expand relationships with dedicated Clientele
•    Maintaining Business Partners database 

Other (10%)
•    Internal brand and product training of local stakeholders
•    Collaborating with The Regional Education Manager and actively contributing to the global network of Brand Specialists and Brand Ambassadors
•    Identifying key brand-building initiatives for The Macallan in conjunction with local commercial and marketing teams
•    Recognizing and reporting market insight and intelligence
•    The management and best use of annual T&E and activation budget
•    Report on Trade Activity through Salesforce and Share of Recommendation 

Qualifications

• Bachelor degree or equivalent gained via work experience within the luxury category
• Experience working with luxury brands
• Ability to seamlessly use technology in presentations
• Confidence to read audiences and implement appropriate and adaptable training methods
• A strong sense of ownership and pride, with the ability to work independently
• Fluency in English – French is a plus.
• Must be of an age that adheres to Suntory Global Spirits/Edrington’s Marketing Code of Conduct for responsible alcohol marketing
• Eligible to work in Vancouver, Canada
• Experience with PR/media/being the face for a brand or company
• Ability to tell a story, keep an audience interested and captivated, and successfully host events
• High level of customer service, etiquette, and chivalry

Decision Making & Interpersonal Skills

Will be working in line with The Macallan brand guidelines, the Brand Specialist has the autonomy to:
•    Prioritize and schedule priority accounts to maximize exposure for the brand in front of our consumers
•    Plan and execute full annual calendar of experiential and educational staff training and trade events 

•    Efficiently manage a T&E and activation budget 

•    Approval from line manager, commercial team or global brand team is required for:
•    Seeking out and activating new priority accounts and on trade visits
•    Identifying key Macallan brand building initiatives with local marketing and commercial teams

Interpersonal skills:

• Ability to inspire staff to upsell through serves, occasions and consumer understanding
• Inspiring public speaking and presentation skills
• Strong influencing and negotiating skills
• Quietly confident, friendly yet sophisticated
• Exceptional organizational and prioritization skills
• Quality driven with high standards of customer service and attention to detail 

It would be advantageous if candidates have:

• Previous experience training spirits trade accounts
• Luxury spirits industry or hospitality service experience
• An extensive knowledge and passion for whisky
• Exposure in influential bars and hotels
• Alcohol industry or advanced bartending qualifications