Cuervo has lead position in the tequila category in GB (with strong holds in London & Scotland) – achieved by developing high quality QDVPPP activation plans and flawlessly implementing in outlet, at scale. Recent performance improvements have been driven by increasing distribution, tailored visibility, ROS support and staff training.
Key outcomes
Brilliant identification and activation of our growth drivers.
- Identify and execute tactical & local brand opportunities and ensure all activity is fully evaluated.
- In partnership with CP&A oversee activation of national brand activity, for example experiential, to ensure brilliant plan delivery
- Contribute to hitting volume, distribution & promotional targets across all Cuervo brands both personally and through influencing wider sales teams.
- Ensure continuous improvement of brand activation by identifying key areas of focus (e.g. key on trade managed and RTM customers ). Work closely with the customer and CP&A teams responsible for these channels to help with execution of select On Trade BTL projects.
- Being proactive by assessing alternatives and taking decisive action to course correct where neccessary.
- Support the wider Cuervo team in developing key initiatives around shots and the premium portfolio.
Create Opportunities
- Lead in developing on trade QDVPPP tools such as POS & promotions, developed in partnership with customer marketing & commercial teams.
- Identify and close down new distribution opportunities for the portfolio
Build capability and brand awareness of Jose Cuervo
- Be an ambassador and liquid expert.
- Engage key stakeholders both internally and externally (trade press, bartenders, customers, industry figures etc) behind Cuervo brands by demonstrating Cuervo’s liquid excellence.
Decision maker
Activation plans: Defines the way in which activation is delivered with outlets / contacts, manages BA tactical activity budget and evaluate success of activities invested behind.
Effective Relationships: Creates the contact matrix for their area of responsibility and defines how to maximise key relationships (time / resource)
Top 3 functional capabilities
Diageo/Cuervo Ambassador
- Deep understanding of what is important to Cuervo customers and uses this insight execute activation plans that delight the customer and their consumers
- Operates proactively – and where necessary reactively - in order to beat the competition
- Brand Ambassador is the personification of the brand in the market: attitude, appearance and personality.
Relationship management with external and internal stakeholders
- Skilled in developing customer and stakeholder commitment, negotiating for win-win outcomes with a diverse range of individuals
- Manages the JCI relationship with skill
- Works in partnership with the Scottish brand ambassador
Brilliant Execution:
- Exceptional presentation skills that captivate the customer and leads to consistent, high quality execution that embodies the distinctive elements of the outlet(s)
- Is capable and competent to deliver training, build the brand reputation via Trade press/industry presence; and implementation of tastings/events/experiences
- Works with the customer marketing team to build capability behind the brands and ensure brand plans are executed brilliantly
Essential qualifications / knowledge / experience / languages required
- Min 2 years in sales (preferably on trade) ideally with experience in writing and developing stocking agreements
- Thorough understanding of QDVPPP sales driver planning and activation
- Excellent negotiation skills
- Excellent understanding of on trade, experience working in the on trade a plus.
- Experienced in building relationships and influencing with a wide audience
- Project Management
- Creative way of thinking, in driving promotions and tailored programmes for outlets, promoters and key trade contacts.
- Ideally some experience in training and presenting to large groups of people.
Brand Ambassedor, Jose Cuervo
Brand Ambassedor, Jose Cuervo
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