Hospitality | Commercial | Multilingual

Management Suite Charlestown Centre Dublin 11 Ireland

Tel: +353 1 5313419 Mob: +353 872749796

Email:  Web:

Job Title:   Brand Ambassador

Scope: Working solely upon Brand in the domestic ROI and UK market, the Brand Ambassador’s remit is to: Drive trade advocacy of the brand through bartender engagement. Implement visibility and rate-of-sale programmes to grow brand share at key target outlets. Target focus on tier 1 & tier 2 bars within the UK “Winning In Key City” format

Reporting Structure:

  • Day-to-day reporting to the Key Account Manager, On Trade with a dotted line of reporting into the Head of Brand Advocacy, Northern Europe
  • Work schedule to be coordinated in conjunction with Business Development Executives (BDEs) and Training & Advocacy Manager.

Key Responsibilities:

  • Bartender Engagement
  • Increase brand share of mind/heart within target outlets
  • Develop strong relationships with key decision makers in these outlets
  • Drive ongoing brand advocacy through training and reward activities with bartenders
  • Manage trade trips to distillery for homeplace experience
  • Leverage Global Brand Ambassador in local trade
  • Trade Engagement
  • Ensure high quality brand visibility in target outlets
  • Participation at relevant trade, industry and consumer expos
  • Support BDEs in driving distribution
  • Support implementation of BTL trial programme
  • Engage with wholesale teams to drive advocacy
  • Advocacy Budget
  • Plan bespoke activities/events to drive buzz in the trade about the brand
  • Leverage these activities through PR and Social Media channels
  • Build a calendar of activities across the year in line with agreed budgets
  • Social Media
  • UK Specific Remit Represent the brand in 7 key “Winning In” Cities  Delivery compelling content related to the BF Category, Drink, Brand directive Work with existing US Whiskey Bas to deliver a holistic trade approach to whiskey Host advocacy home place visits
  • Leverage these activities through Social Media channels
  • Help to build traction on Facebook page
  • Maintain an active and engaging presence for Slane through trade social media
  • Reporting * Weekly reporting to track progress against established KPIs
  • Reporting of competitor activity and market intelligence
  • Monthly one to one’s with BF Head of Advocacy NE


  • Bartender Advocacy
  • Homeplace visits delivered
  • Training and advocacy sessions completed
  • Bartender incentive programme results
  • Bespoke brand activity results
  • Brand Visibility
  • Back bar display
  • Bespoke semi-permanent/permanent brand visibility (e.g. windows, awnings etc.)
  • Placement of branded POS materials
  • RedC audit results
  • Perfect serve compliance
  • RedC audit results
  • Presence on drinks/cocktail menu (in conjunction with BDE)
  • RedC audit results

Person Profile:


  • Qualifications & Abilities:
    • Full clean Irish driving licence
    • Educated to Leaving Certificate level, preferably 3rd Level Graduate in a relevant discipline
    • Understands return on investment and makes decisions on the basis of profitable return
    • Knows & understands the dynamics inherent to premium segment of the Irish on-trade
    • Has IT skills and can use the MS Office package with ease


  • On-trade experience essential
  • Must be able to demonstrate a passion for/knowledge of Irish whiskey
  • Must have the capability to hit the ground running


  • Flexibility to travel around Ireland on regular journey plan, including overnight
  • Willingness to work extensive night & weekend hours


  • Good Interpersonal Skills
  • Persuasive and ability to influence to effect change
  • Good negotiation skills
  • Positive enthusiasm
  • Must be able to work on projects and within project teams upon request
  • Tenacious
  • Persistent and determined in achieving goals
  • Innovative
  • Resourceful
  • Takes initiative to solve problems
  • Works proactively to deliver on defined targets
  • Insightful
  • Understands barriers to achieving targets and takes necessary actions
  • Excellence in Execution
  • Delivering high quality results when it counts
  • Seeing an initiative through to full completions

For Further information call Michael or Tony at 01 5313419 Or email your cv to or