Head of Brand Advocacy, Reserve Brands, Gb

2 weeks ago

London, United Kingdom Diageo Full time

Job Description:
Head of Brand Advocacy, Reserve, GB

Diageo Reserve is a high-growth business that focuses on unlocking the enormous potential of premium and luxury spirits. The Reserve portfolio has tripled in size in the last 5 years and we have an ambition to grow to

over £200m revenue by F26. With an industry-leading portfolio that includes Ketel One & Ciroc vodka, Johnnie Walker SDLX, Tanqueray TEN & Chase, Don Julio & Casamigos, Talisker & Singleton, we are beating the competition but still only have a small share of the premium spirits market in GB, so the opportunities for growth are significant.

This role is a key leadership role, reporting to the Head of Reserve GB, and is responsible for a team of 10 people, based in London, Manchester and Scotland, comprised of Brand & Trade Ambassadors. This is a

commercial position aimed at building the Reserve Luxury Portfolio knowledge, awareness and adoration across the total business and key customer across all channels, driving and inspiring customer loyalty and

demand, which will in turn transform into consumer demand.

2 Key Areas Of Accountabilities:
1. Lead the team of 10 BA’s- Lead the team of 10 Brand Ambassadors to deliver against their targets- Develop and coach your direct reports to maximise their potential as individuals and as a team- Create structured monthly meetings with quarterly reporting to key Sales and Marketing stakeholders- Demonstrates deep personal accountability for great performance, delighting the team members and beating the competition- Work with our brand teams to input in growth drivers and activities design and execution.- Inspire consumers, customers and trade to advocate Reserve brands

2. Lead the Word Class Advocacy Programme- You will be responsible for the GB WC programme budget, and will manages all the agencies ensuring high standards of execution at all times- Prospect and build strong relationships with Gurus/Influencers in your market, while maintaining and nurturing current relationships- Be the central reference point for the bartending community, creating a bartender network and championing Reserve Brand and World Class fraternities

Top 2 Leadership Capabilities for this role:
- Deliver stand-out brand activations, agreed according to Diageo and customer priorities- Build the distribution of Diageo’s Incubation and Mass Luxury Portfolio- Seed Diageo’s Reserve Portfolio so that it creates a halo in the wider GB on trade- Use your experience of the on trade to direct customer A&P budget towards the highest ROI opportunities- Know your own role in beating the competition, be restless in growing your understanding of the premium spirits market and use that to drive performance Shape the Future- Develop the strategy by customer and brand to “chart the course” towards the NSV goal- Constantly scan the environment for the emergence of new and premium groups that we should be working with- Identify ways to secure resources and make things happen and have the energy and know how to implement.- You will be a key enabler of growth within GB and will be expected to harness your commercial insight to create new opportunities- Restless in finding solutions to deliver greater value growth for the Reserve portfolio and for our customers- Idea generation, solution focused, drive new opportunities, anticipate trends and think in the future

Essential Qualifications / knowledge / experience required / languages- 5-10 years significant on trade experience- Prior experience of leading teams towards achieving targets- Commercial mindset essential- An existing network within the GB on trade preferred- Able to demonstrate excellent relationship building and influencing skills across functions

Barriers to success in role- Unable to lead and develop a diverse team of commercial account managers and brand ambassadors- Unable to distil brand objectives into actionable activation plans within resources available- Inability to build trusting relationships across a broad range of stakeholders, demonstrate flexible style- Inability to prioritise and manage own deliverables- Unable to challenge status quo and influence others- Poor commercial insight or understanding of the trade,- Inability to deal with ambiguity and a fast changing environment

Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to re

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