The Reserve Brands Luxury Portfolio encompasses some of the finest spirits in the world. With a vast and raging portfolio covering vodka, gin, tequila, rum, Scotch & other whiskies, the breadth and diversity of this portfolio gives Diageo a true point of difference. The Reserve Luxury Portfolio Division was established in 2003 to go after this opportunity. The development and growth of these high NSV (Net Sales Value) brands play an integral role in the sustained growth ambitions of Diageo. The Reserve Luxury Portfolio Division is a team of highly trained individuals who focus on super- premium and luxury led opportunities across the discerning on-trade, demonstrating industry leadership in both volume driving and brand building activity. Discerning trend leading accounts are icons within the trade and create a halo for brands. The Reserve Luxury Portfolio Ambassadors are our liquid/drinks experts, respected internally and externally as a source of knowledge across drinks and non-drinks luxury categories. Across the trade they deliver Uber-Gold standard for quality, distribution, rotation, visibility, promotion, persuasion and relevant public relations activities.
Purpose:
This is a commercial position aimed at building the Reserve Luxury Portfolio knowledge, awareness and adoration with our Diageo Reserve Luxury Portfolio sales-forces as well as the Trend Leading Accounts (TLA) and Pacemaker stakeholders, driving and inspiring customer loyalty and demand, which will in turn transform into consumer demand.
There is a need to improve the Distribution and especially the Rate of Sale of our Reserve Luxury Portfolio, and the Ambassador will be pivotal in not only ensuring our TLA/Pacemaker accounts are serviced to a level where visibility, in-outlet rotation activities, account promotions, perfect serves/rituals, recommendation, events and competitions drive a constant turnover of our brands, but that they are all to the luxury Reserve Luxury Portfolio standard.
Dimensions
Decision Making Responsibility
Effective Relationships: Creates the contact matrix for their area of responsibility and defines how to maximize key relationships (time / resource)
Activation plans: Defines the way in which Reserve Luxury Portfolio activation is delivered with outlets / contacts.
Financial Responsibility
Responsibility and justification of allocated budgets for Rate of Sale activity execution, training, promotions, event, competition organization and cost of doing business
Makes proactive recommendations in areas of market/channel/customer investment, however is not expected to make significant independent financial decisions
Market Complexity
The Reserve Luxury Portfolio business has a challenging growth & innovation agenda.
The trading environment is dynamic with customer and consumers trends changing all the time.
The challenge in the on-trade is driving penetration and frequency of consumption, the off trade is challenged with retail consolidation & pricing.
Our customers are targeting a broad diversity of retail propositions at an increasingly marketing-literate consumer base.
Our major customers expect a high level of consumer insight, strong category management techniques, powerful commercial propositions and a deep understanding of how their business operates.
Consumers are trading up in both the on and off trade
This is a highly complex role covering a broad portfolio of brands
Functional capabilities
Highly connected with the Reserve environment
Deep understanding of what is important to Reserve Luxury Portfolio customers and uses this insight to execute activation plans that delight and influence the customer and their consumers
Has their finger on the pulse of what is happening on the ground – is the “face” of luxury in their environment and has brilliant relationships with key influencers in the industry
Ability to identify emerging trends & insights. Tenacious in translating this knowledge into commercial actions quickly.
Category Knowledge across Spirits and Total beverage (highly recommended on most relevant in local luxury arena i.e. wine) with particular experience in process, ingredients & provenance
Passion for luxury drinks and non-drinks brands, our customers & our consumers
Operates proactively – and where necessary reactively – in order to beat the competition
Brand Ambassador is the personification of the portfolio in the market: attitude, appearance and personality
The Ambassador will always represent the portfolio but may also have an extra specialization in one or two of the brands
Relationship management with external and internal stakeholders
Ability to develop strong relationships with trade partners, especially through leveraging credibility vs. being seen as a brand sales person.
Skilled in developing customer and stakeholder commitment, negotiating for win-win outcomes with a diverse range of individuals
Ability to understand the motivations of individual trade partners and plan rate of sale drivers against this.
Ability to work cross functionally
Brilliant Execution:
Exceptional presentation skills that captivate the customer and leads to consistent, high quality execution that embodies the distinctive elements of the outlet(s)
Is capable and competent to plan and deliver training & incentives with priority customers, organise and representing the brand at World Class and regional training events, build the brand reputation via Trade press/industry presence; implementation of tastings/events/experiences and BTL (Below the Line) collateral in Trend Leading Accounts
Can work with others internally to build capability behind these brands
Demonstrate high level self-organisation and good time management. Ability to meet multiple objectives and deadlines.
Time management and organisation skills
Post event: evaluation, analysis and report writing skills
Leadership Responsibilities
Business Performance ; Demonstrates deep personal accountability for great performance, delighting the customer and beating the competition
Finger on the Pulse ; Ability to identify emerging trends on area and communicate that knowledge to key contacts within team and Head Office.
Living The Value; The face of the brand in the eyes of the customer, consumer and media. Proud to represent the brand and Diageo.
Capture Space; Ruthless in ensuring that all our reserve execution standards and objectives are met with customer base.
Managing For Value; Baseline – aware of financial principles and applies them within own role.
On Premise Leadership; Baseline – able to build professional, credible relationships with on-trade partners and develop profitable programs.
Consumer Insight; Baseline – understands consumer types, attitudes and trends. Able to use knowledge and data effectively.
Create the conditions for people to succeed; Builds and sustains trust with others through real relationships
Top Accountabilities
Increased Distribution & Rate of Sale in identified Trend leading accounts
Increased Distribution & Rate of Sale in core retail stores that cater to high-end consumers (staff/key client mentor sessions)
Conduct comprehensive trainings, tastings, samplings, master-classes, dinners, across the Reserve Luxury Portfolio of internal and external customers and targeted consumers-
Create structured monthly meetings with quarterly reporting to key Sales and Marketing stakeholders
Execution of Reserve Luxury Portfolio On-Premise and Retail activity – (for example – and not an exhaustive list- to include: mapping and building a database of key stakeholders in the accounts and number trained, number of persuasion programs developed, % steal of share from the competition, quantified incremental sales linked to activity, building advocacy, improving visibility, menu share, Point of Sale presence, creation of bespoke menu/cocktail lists, World Class execution
Prospect and build strong relationships with Gurus/Influencers in key markets, while maintaining and nurturing current relationships
Together with the relevant teams, turns the Reserve Luxury Portfolio PR strategies and executional best practice into appropriate in-market actions
Continually re-evaluates current Reserve Luxury Portfolio accounts and helps acquire new accounts based on market trends
Inspires consumers, customers and trade to advocate Reserve brands
In conjunction with the brand manager identifies, develops and manages local marketing activities including locally based brand opportunities.
Delivers special events in a way which provides positive surprises for our consumers and customers
Organises and co-ordinates launch activity and promotions in line with brand
Acts as the face of the brand and Diageo – proud of what you do
Qualifications and Experience Required
Excellent knowledge of the drinks and non-drinks luxury goods sector
Proven passion to live life of the luxury sector and bring our brands to life
Experience as an entrepreneur with a strong understanding of the motivations of bar managers and staff
Outstanding and proven presentation skills
Must possess excellent mixology skills with a solid Spirit (and Wine) knowledge
Proven training ability, persuasive selling skills, passion for wine and the high end drinks business, with respect to customers and consumers
Excellent category, brand and trade knowledge with a strong ability to identify emerging trends and insights
Good informal relationships with wine, culinary and lifestyle journalists an asset
Fluent in English (highly recommended)
Barriers to Success in Role
Lack of passion for the luxury goods sector
Lack of belief, liquid knowledge and passion for the brands – you have to be able to communicate brand benefits in the face of obstacles and tough challenge.
Inability to engage and mobilise others in the organisation.
Inability to work cross functionally
Inability to see the bigger, long term goals of the brands
Inability to bounce-back from set backs – this is new territory!
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