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Overview of Role
The role of the Hive Tequila Specialist is a hands-on position meant to drive sales volume and brand visibility of Brown-Forman’s Tequila portfolio in the on-premise channel with focus on Tequila Herradura. The role will achieve success through the activation of those brands’ national platforms in local bars, restaurants, and retails stores, targeting consumers as well as hospitality professionals & retail gatekeepers. The position includes sales, target account management, brand & category training, and the tactical activation of creative, engaging brand experiences in the on-premise and non-traditional venues. This exciting role includes interaction with the local distributor to facilitate target account programs and provide excellent communication to, ensuring strategic sales growth and successful consumer engagement.
General Info:
General Info:
- Accept and embrace Hive U.S. and Brown-Forman corporate culture.
- Effectively communicate to appropriate parties and managers.
- Clearly exhibit ideas and thoughts both orally and in written form.
- Use appropriate communication methods.
- Assists and supports coworkers, works cooperatively in groups and actively resolves conflicts through tact, consideration and a spirit of teamwork and leadership.
- Meet all commitments and deadlines and respond promptly to Brown-Forman needs.
- In collaboration with local team, set expectations and monitor delegated activities and provide recognition for results.
- Exhibit sound judgment and be able to support and explain reasoning behind decisions.
- Understand and communicate the essence of Brown-Forman brands through the execution of all program events within the respective market.
- Create, cultivate, and manage relationships with multicultural consumers & trade as appropriate to the brand priorities and target market demographics.
- Fully understand and abide by all Hive and Brown-Forman legal compliances and digital compliance standards.
Key Position Deliverables:
- Understand the full history and all brand related facts to the promotable brand/brand portfolio. Be the Expert!
- Work with Brown-Forman field sales teams, key local distributor representatives and key account contacts in the management and execution of promotional brand objectives.
- Execution of On-Premise promotions, activations, special events, and B-F Programs.
- Schedule promotions / events at target accounts (on-sale and retail) in conjunction with Brown-Forman, distributor management, and sales reps.
- Feedback on event effectiveness of activations in a timely manner, in qualitative and quantitative forms.
- Manage the sales to a key set of on-premise accounts (50+/-) in the target market.
- Ensure proper brand positioning and messaging in target market’s e-premise sphere.
- Seek out opportunities & lead creative planning/execution of brand activations in non-traditional spaces (digital, in-home activations for consumers, etc.).
- Integrate multicultural accounts into your target account list to a percentage aligned with demographics, brand priorities, and target consumer profiles.
- In partnership with the Marketing Manager develop creative consumer-facing activation plans that bring to life national brand platforms in target market accounts (on-premise).
- Manage the activation of consumer-facing events (planning and promotion) in partnership with target accounts.
- Increase brand distribution and secure menu placements and features.
- Facilitate staff trainings in the target account list. Be the expert.
- Communicate weekly market activities to Hive Manager and B-F contact, showcasing volume and visibility wins.
- Act as key point of contact for coordinating merchandise/POS delivery to promote national brand platforms in key accounts.
- Work closely with distributor to communicate all brand expectations and ensure correct consumer and general market trade engagement.
- Build long-term brand presence while building long-term relationships with hospitality professionals in target accounts.
Financial Management:
- Strictly manage strategic activation budget by monitoring aligning expenses with output along brand guidelines.
- Manage target accounts’ POS orders, delivery, and implementation surrounding target brands.
- Maintain and track personal expense reporting and trackers for all market activities.
Job Requirements:
- College Degree preferred. Marketing/Business experience preferred.
- Must have a clean driving record.
- 2-3 years industry experience and a passion for the spirits industry; extensive premium tequila category knowledge a definite plus.
- Fluent in English.
- Bilingual (Spanish) a plus for this position.
- Must have general computer knowledge and be able to work different programs on an iPad.
- Excellent communication and presentation skills; excellent training and media handling skills.
- Confidence working in range of on- and off-premise environments, from high-end hotels to dive bars.
- Organized, ambitious, self-starter, outgoing, charismatic personality, independent, but also a team player.
- In-depth understanding of target consumer, spirit brand priorities, and the three-tiered system.
- Adept at selling and interacting with diverse groups of people.
- Ability to work non-traditional work hours is required (holidays, nights, and weekends).
- Extensive drive time within the respective market will be required; therefore, reliable transportation is a must.
We are the valuable encounters company. We believe memories are the most valuable predictor of future behavior. We identify and create memories that bond people and brands into the future. Our capabilities cross creative agency with activation firm, but our sweet spot is in commercial growth.
Since 1994, we have been creating value for clients by helping them turn every brand touchpoint into an opportunity to engage in an exchange of value with consumers. The sole focus: drive valuable encounters for our client partners that drive measurable results.
The Hive has worked as a close partner of Brown-Forman since 1997 in a range of creative, experiential and brand activation roles in the U.S. & internationally. Other partners include Astro Yogurt, EQ Bank, Heineken, Warrior Sports, and Ontario Lottery Corporation to name a few.
We are an equal opportunity employer and encourage applicants from a diverse range of backgrounds.
The Hive & Brown-Forman are committed to the principles of diversity, inclusion, and equal opportunity for all qualified candidates and employees. We are an Equal Opportunity/Affirmative Action employer. Qualified individuals from all communities and backgrounds are encouraged to apply, and all qualified applicants will receive consideration for employment without regard to race, national origin, gender, age, religion, disability, sexual orientation, gender identity, veteran status, marital status, or any other characteristic protected by law.
