Brand Ambassador

7 months ago

Montréal, Canada PMA Canada Full time

About Peter Mielzynski Agencies LTD “PMA” and the Mission
- PMA Canada’s Mission is to become Canada’s Best Premium Beverage Alcohol Growth Partner. We strive to be recognized as ‘Agents for Growth’ focused on three core areas of People, Partnerships and Performance. We represent an enviable portfolio of leading premium spirits, wines and beer brands. We are a privately held company founded in 1979 by Peter Mielzynski Sr., and to this day, we pride ourselves on building brands and providing Service Excellence for our Suppliers, Customers & Consumers._

Position Overview:
Hendrick’s Gin Canada seeks a dynamic, entrepreneurial, and highly creative individual to represent the values of our brand to consumers, trade and media in Montreal (70%), Toronto (20%) and Quebec City (10%)

Fantastic opportunity to represent one of the very best brands in the industry. Hendrick’s Gin broke conventions back in 1999 by marrying two types of gin distillates and infusing the curious, yet marvelous, essences of rose and cucumber. Hendrick’s leads the premium plus gin segment, and was integral in spearheading the gin renaissance.

Designed for the curious, Hendrick’s brings explorers on a journey that provokes the imagination and rewards those who enter with surprise, delight and wonder. We pride ourselves on our own eccentricity and appreciate all things madcap, anachronistic and intriguing. We value self-expression and encourage everyone to be as delightfully peculiar as we are.

Company Values:
PMA: Team Work | Professionalism | Leadership | Enthusiasm | Creativity

WG&S: Be Proud | Be Responsible | Be Sustainable | Be Entrepreneurial | Be Professional | Embrace Difference | Think Long-Term

Role Purpose:
The purpose of this role is to build and elevate the Hendrick’s brand in Canada, specifically in Quebec, through advocacy, adoption, education and conversion.

While WG&S Brand Ambassadors are fantastic presenters and story tellers, they are also strategic with solid business acumen. They set high standards, are capable of developing programs that deliver business results, and understand how their work fits into the broader brand and commercial strategy.

Key Deliverables:
Specifically, they are accountable for (but not limited to):
Influencing and Education - ~35%
- Act as in-market expert on the Hendrick’s brand, gin and white spirits categories.
- Drive awareness and training of Hendrick’s across both internal and external stakeholders
- Collaborate with brand team, sales directors, and local commercial teams to create an education platform for employees, trade, distributors and customers.
- Localize global drinks strategy and provide support with account/channel implementation.
- Be the face of the brand for PR opportunities in market (e.g. press, TV and radio).
- Forge and nurture relationships with journalists, media outlets, and influencers.

Customer Relations and Market Penetration - ~30%
- Work with the local OP sales team to develop, implement and execute account/channel plan to drive distribution, velocity, menu listings, cucumber compliance, and brand education. Implement brand SKU guidelines and secure unique placements
- Consistently collaborate and communicate with regional sales directors and local commercial teams on Hendrick’s programming.
- Collaborate with the brand team to design, develop and execute best-in-class brand engagement initiatives for trade and media.
- Report on market insights and results, as well as changing market activity, on a monthly basis. Provide recommendations on actions needed to ensure WG&S plan achievement
- Support the development of compelling brand selling stories supported by data and insights.

Event and Partners - ~25%
- Work in collaboration with the brand team, agency partners and the local commercial team to ensure best-in-class execution for new product launches.
- Build and foster relationships with key trade decision makers (e.g., beverage directors, buyers, bar staff, store managers)
- Execute, with a high level of detail, to create bespoke experiences. Manage event planning for small to midsize events that align with guidelines; create innovative concepts, craft internal and external communication pieces, and oversee execution, budgeting and M&E.
- Be the Hendrick’s expert and culture enthusiast. Be the voice and advocate for Hendrick’s at internal and trade events in order to forge authentic and lasting relationships with our partners.

Other - 10%
- Financially adept in managing budgets.
- Planning - Develop annual portfolio engagement calendar
- Monthly reporting

Competency Requirements

Skills and Experience:

- Unparalleled drive and passion for brand and education, with the ability to deliver brand knowledge and compelling storytelling
- Confident and articulate communication skills: well, presented with the ability to deliver in a compelling and energetic manner in individual and group settings.
- Skills in motivating peop

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