Apply to this job

Back to search

Posted September 18th

Brand Curator - Beam Suntory: LA

Los Angeles, CA


Next Level Marketing logo

Employer

Next Level Marketing

Industry

Marketing/Advertising Agency

View Full Profile

Posted September 18th

Brand Curator - Beam Suntory: LA

Los Angeles, CA

Function

Marketing

Experience

Mid-Level

Salary

$90-$95K

Type

Full Time

About The Position
Role Mission

Our aim is for Ardray to look to the future of the category and to drive reappraisal of Blended Scotch. To challenge the perception that Blends are secondary to Single Malts – both are equally valid…. and so, create a cult following among whisky enthusiasts ahead of its scale from the get-go; winning word-of-mouth ahead of competitive set. The role of Brand Curator-Ardray is critical to deliver this ambition.

Ardray is a quest to create Blended Whiskies that stand proudly amongst the most revered of Scotch whiskies, advancing the tradition of blending within the greater arc of Scotch whisky history, and contributing to the ongoing legacy of Scotch.

The Brand Curator-Ardray is the face of the brand for Key Opinion Leaders & Halo Accounts in the Key Cities; responsible for creating experiences which enable consumers, influencer groups, media and internal/external stakeholders to discover and have conversations about Ardray. This will be done via a focus on influencing the influencers, education and engagement, including digital.  They will create social experiences that connect people and raise awareness of this new brand, inspiring people to try and then share their experiences with others. 

Specifically, they are accountable for (but not limited to):

INSPIRE WHISKY KEY OPINION LEADERS

·       Build the local KOL engagement plan across all influencer networks, including whisky communities, key media, influential bartenders & internal stakeholders, including a plan for always-on digital engagement (along with the PR agency & local brand team)
·       Drive awareness and education of Ardray with internal sales and external trade partners, ensuring front of mind presence and selling confidence with key customers 
·       Drive awareness and education of Ardray with digital influencers, ensuring front of mind presence and discussion of the brand and blended Scotch.
·       Introduce Ardray in a way that sparks a fresh perspective - Avoiding a cold pitch, immersing into whisky communities & leveraging cultural connections 
·       Be the local face and leading voice of Ardray for any media queries & building distributor & internal team engagement

INFILTRATING WHISKY COMMUNITIES WITH DIGITAL AS THE LEADING TOUCHPOINT 

·       Create & develop social media content leveraging the wider social media plan and agency support, including creation of virtual brand experiences
·       Build & infiltrate social whisky communities leveraging hooks from agencies and existing connections
·       Actively develop their own content to spark conversation & reappraisal
·       D2C content creating locally relevant content for use on D2C that aids purchase conversion
·       Enable 1st party data capture in all activations building digital conversations

BUILD STRONG PRESENCE IN KEY NEIGHBOURHOODS & AMONG WHISKY ENTHUSIASTS 

·       Establish strong relationships with Halo On trade & Specialist Off trade customers to champion Ardray partnering closely with local key account teams 
·       Act as an authority on the Ardray brand and the whisky category; planning and executing tastings, education, and unique brand experiences
·       Represent Ardray at relevant media, consumer, and trade events
·       Amplify halo on trade activations & venue testimonials on social media communicating with global brand manager + agencies for amplification
·       Identify arts  collaboration opportunities aligned to the brand purpose and experience strategy alongside local marketing team & agencies, including amplification on social media, D2C etc

ENABLE INTERNAL ADVOCACY CULTURE AND TEST & LEARN MINDSET

·       Create and lead a “feedback loop” regarding emerging trends, whisky community conversation, lifestyle drivers, etc with key internal stakeholders
·       Work with global brand house to develop and implement a range of brand marketing activations and communications that are in line with brand messages and objectives
·       Collaborate with global & local brand teams, contributing as part of the global network of Brand Advocates and Marketers 
·       Identify Ardray brand building initiatives in conjunction with Brand, Customer Marketing & Sales teams
·       Develop a strong working relationship with distillery stakeholders
·       Develop a strong collaboration culture with other Brand Curators-Ardray and wider Beam Suntory ‘Brand Ambassador’ network
·       The management and best use of their annual T&E and activation budget

 

 

What will set the successful candidate apart from others? They are/have---

·       A Whisky nerd – experts of brands, liquids, history & trends  
·       A Founder’s mindset – curious about innovation and passionate about advancing the norms 
·       An Authentic Storytellers – able to weave a unique & warm perspective, not just facts
·       An entrepreneur – experienced in creating opportunities
·       A stage presence – capturing the attention of the audience
·       Immersed in the artistry of whisky & beyond whisky eg active interest in the Creative Arts

 

The ideal candidate profile will have/be:

·       Educated to degree level or equivalent, gained via work experience within a premium/luxury environment 
·       
 |  | ENTREPRENEURS Experienced in creating opportunities (not just training) Experience working with luxury brand(s) and their clientele – whisky communities: individual interaction and influencing methods

·       Experience working in hospitality and strong existing trade influencer network
·       Culturally knowledgeable and in-tune with trends both globally and locally
·       Socially connected with Influencer communities in key markets
·       Strong appreciation and has experience in social media skills (Facebook, Twitter, Instagram)
·       Ability to use technology in presentations
·       Leadership and mentoring/training skills 
·       A strong sense of ownership and pride, with the ability to work independently
·       Fluency in English 

Interpersonal skills required:

·       Confident individual who portrays a positive & inclusive energy 
·       Warm and welcoming style
·       A natural networker & relationship builder
·       Inspiring public speaking and presentation skills
·       Strong influencing and negotiating skills
·       Exceptional organisational/prioritisation skills
·       Quality driven with high standards of customer service and attention to detail

It would be advantageous if candidates have:

·       Previous experience as a Brand Ambassador
·       Exposure in the world’s most influential bars  hotels and whisky speciality stores
·       Alcohol industry or advanced bartending/service qualifications
·       Brand messaging and positioning knowledge
·       Formal Media training 

Behaviours

Our Beam Suntory behaviours deliver an inclusive culture;

Honor our Legacy: Honor the legacy and spirit of our founders by consistently acting with the utmost responsibility and integrity in all you do. Apply a continuous improvement, Kaizen mindset, and advance new ideas to improve quality, reduce complexity, and enhance the 
 way we work.”

Build our Future: Demonstrate a tenacious Yatte Minahare spirit and adopt a Gemba mindset to create new sources of value and deliver a premium experience to consumers, customers and colleagues. Balance short-term objectives with long-term goals

Put ‘We over Me’: Cooperate with colleagues across all areas, take action based on what’s best for the collective good, and be accountable for the impact your behaviors, actions and decisions have on others. Show appreciation for others’ contribution to our joint success.”

Be Inclusive: Seek to understand differences in thought, experience, and culture and leverage that diversity to enhance the quality of relationships and business outcomes for the long term

It’s key that all of our employees are the embodiment of those values. This role in particular requires the individual be….

·       Self-starter with passion and ambition
·       Solution orientated and ‘can do’ attitude
·       Willingness to take ownership and demonstrate leadership within their areas of responsibility.
·       Possess a high level of emotional intelligence
 

Location
Los Angeles, CA
Function Details
  • Reports To Trade Engagement & Advocacy – US