Strategic Experiential Group

BRAND SPECIALIST

ABOUT STRATEGIC GROUP

Strategic Group is a full-scale marketing agency specializing in experiential programming and sales support initiatives. For more than two decades, we’ve built a reputation for engaging our clients’ retail customers and influencing their hard-to-penetrate consumer base.

BRAND SPECIALIST

In this role, Brand Specialists will serve as the primary marketing expert on behalf of Gallo Spirits brands. They will develop and maintain positive relationships with key on-premise venues in their market, ensure high visibility for the brands and create affinity among target consumers. In addition to executing sales support efforts in the accounts, they will also recruit, train and manage a team of LDA experiential ambassadors and a team of LDA influential social media personalities representing these brands.

Our Brand Specialists will work collaboratively with our client’s local teams as well as the distributor partners that sell directly to their target customers.

ESSENTIAL JOB FUNCTIONS

Sales Support:

• Demonstrate an understanding of supplier brand strategies (marketing, promotion, and engagement)
• Apply skills to educate, inspire and achieve menu placements, staff education, POS visibility and trade excitement for the brands
• Communicate market conditions to the client
• Maintain awareness of best practices, trends, and competitor brands
• Identifyand develop business opportunities in the On-Premise segment
• Track, measure and records results of all sales support initiatives
• Ensure practices are compliant with all local, state and federal regulatory statutes

Experiential Marketing

• Identify brand opportunities via non-traditional marketing initiatives
• Develop engaging sampling initiatives that generate excitement and affinity for the brands

• Recruit, train and manage brand ambassadors and logistics coordinators
• Schedule programming in target accounts
• Manage budget and associated activation costs
• Leverage programming and consumer demand to inspire the trade

Influencer Marketing

• Identify, recruit and manage a team of influencers to consistently create positive content on target appropriate social media pages

• Utilize the team to generate consumer awareness and excitement among their own channels
• Track all posts and ensure compliance with agency’s standards and practices related to social media content
• Manage all aspects of reporting and KPI tracking

REQUIREMENTS

Brand Specialists must demonstrate:

• Management skills
• Creative abilities to develop programming opportunities
• Comprehensive understanding of adult beverage practices and regulatory compliance
• Expertise in spirits and RTD brands
• Ability to engage multiple constituents

QUALIFICATIONS

• Ability to drive and maintain a valid and/or current driver’s license
• Extensive knowledge of alcohol beverage industry
• Strong leadership, motivation and persuasive communication skills
• Excellent communication skills (verbal & written)
• Efficient time management skills
• Experience taking prompt action to accomplish objectives and taking action to achieve goals beyond what is required; being proactive
• Experience setting high standards of performance for self and others; experience implementing standards of excellence
• Skilled in effectively presenting information and responding to questions from group of managers, clientele, and customers
• Skilled at commanding presence, presenting ideas effectively to individuals or a group
  

EDUCATION AND CRITERIA REQUIREMENTS

• 3-5 years beverage industry related experience
• B.A. or B.S. in Business Administration, Marketing, Public Relations or related field
• Proficient in Microsoft office products (Word,PowerPoint,Excel, and Outlook)
• Comprehensive understanding of spirits to include regions/varietals, product/food pairing techniques, basic production, and service

REPORTING RELATIONSHIP AND EVALUATION
Reports directly to and is evaluated by the company’s Region Director.

The above description is intended to describe the general content of and requirements for the performance of the job of Brand Specialist. It is not to be construed as an exhaustive statement of essential functions, responsibilities or requirements nor should it be construed as creating a contract of employment, which is terminable by the employee or Strategic Group at any time for any reason.