JOB PURPOSE
Represent the Jameson brand as Brand Ambassador and champion, support the brand team in planning, testing, implementation, and evaluation of Jameson field / brand development activities.
KEY DUTIES AND RESPONSIBILITIES
Brand Education/Mentoring
- Educate / mentor PR sales force ensuring comprehensive understanding of the Jameson brand’s specificities/characteristics & key differentiating qualities in respect of main competitor brands.
- In co – operation with sales force, educate/mentor staff in key trade customers with a focus on bartenders.
- Identify and conduct tastings / education for groups of target consumers / opinion leaders.
- Build optimum share of mind for the brand amongst all PR employees & key brand stakeholders
Brand Development
- In cooperation with brand team and sales force, identify & target Jameson on trade accounts for brand image/development.
- Build relationships with each target outlet including consumer and trade promotions, bar staff education, brand visibility etc.
- Recruit & convert Key influencers & target consumers to the brand through trial & brand education
- Seek relevant opportunities for brand activation – trade associations, relevant events etc.
- Optimise visibility and identify opportunities (e.g. in-store communication) for Jameson in the off trade; assist sales team with store merchandising, incorporating POS materials etc
- Maintain & optimize relationships with Irish Bars where appropriate.
- Represent Jameson as Brand ambassador at key events
Building Relationships with Trade & Consumers
- Build relationships & development plans for each target outlet including consumer & trade promotions, bar staff education, brand visibility etc. to actively increase share of mind for Jameson amongst key target market
- Recruit & convert target consumers to the brand through trial.
- Maintain and optimise relationships with Irish Bars where appropriate
PR Support, in Cooperation with PR Marketing/PR Dept
- Highlight & promote Jameson PR activities to relevant media / press contacts.
- As Jameson Ambassador, represent Jameson brand to trade & lifestyle press when/where opportunities arise.
- Identify opportunities in market suitable for Jameson involvement
Direct Support to the local Trade Activation Manager
- Support in implementation, tracking and evaluation of planned promotional activity in the on/off trade.
- Provision and presentation of Jameson best practice to assist in design and implementation of key on/off trade activities.
- Proposal, presentation and on brand team approval, trial of new brand initiatives, either international best practice or original.
- Provision of market intelligence, investigating, analyzing and reporting on key competitor activity and market dynamics to local brand team & IDL.
KEY COMPETENCIES AND EXPERIENCE
- Previous experience in a similar role within the FMCG industry is preferred.
- Strong knowledge of the local alcohol market in Africa.
- Excellent communication and presentation skills.
- Ability to work independently and as part of a team.
- Willingness to travel within the assigned region.
- Must be fluent in English.
