Advocacy Manager (Spirits Capability)

About us

From Arthur Guinness to Johnnie Walker, our business was founded on people of great character, and in 250 years, nothing's changed. We're the world's leading premium alcohol company. Our brands are industry icons. And our success is thanks to the strength of our people, in every role. It's why we trust them with our legacy. And it's why we reward them with the career-defining opportunities that they deserve. Our ambition is to create the best performing, most trusted and respected Consumer Products Company in the world. To achieve these, we need the world's very best people. Feel inspired? Then this may be the opportunity for you.

SBL was incorporated in 1988 as Associated Breweries Limited and changed its name to Serengeti Breweries Limited in 2002 and commenced commercial operations in 1996 with one brewery in Dar es Salaam. The company was acquired by EABL in October 2010 and has three breweries located in Dar es Salaam, Mwanza and Moshi.

SBL flagship brand is Serengeti Premium Lager. Other brand portfolios include Guinness and Plisner. Headquartered in Dar es Salaam, SBL is also the distributor of several global Diageo international renowned spirit brands such as Johnnie Walker®, Smirnoff Vodka®, Bailey's Irish Cream ®, Richot®, Bond 7 Whiskey® and Gilbeys Gin®.

Purpose:

To build capability for total spirits in Tanzania by developing a Brand Ambassador team in each market whilst helping to upskill current sales/distributor teams already on the ground.

This role will be the head of training for spirits in the market and leading the capability drive across internal and external staff on Diageo Brand Ambassadors (DBA), Business of Bars and the World Class program. This role will lead the capability of each Brand Ambassador (BA) team and internal staff including both On and off Trade across the country.

There is a need to improve the execution and especially the Rate of Sale of our Reserve Luxury Portfolio, and the Ambassador Team will be pivotal in not only ensuring our Trend Leading Account (TLA) & Regional leading Account (RLA) are serviced to a level where 365 essentials drive a constant turnover of our brands.

In line with the Reserve F22 vision this role will drive the below:

• Capability programs on spirits for all internal staff
• Capability programs for all agency staff and distributor Vehicle Sales teams
• Capability programs for On-trade community (World Class and Diageo Brand Ambassador)
• Capability program for Off-Trade customers
• Build and in-bed new Brand Ambassador (BA) program in Tanzania and create World Class team of Diageo Brand Ambassadors (DBA).

Top Accountabilities

• Ensure Reserve Portfolio is brought to life across TLA/RLA accounts through 365 essentials and in core retail stores that cater to high-end consumers (staff/key client mentor sessions)
• Build Ambassador team (depending on each market) and up weight each individual's skills on all aspects of being a brand Ambassador
• Deliver new DBA/BOB and World Class modules across EABL outlets and sales teams
• Conduct comprehensive trainings, tastings, samplings, master-classes, dinners, across the Reserve Luxury Portfolio of internal and external customers and targeted consumers-
• Execution of Reserve Luxury Portfolio On-Premise and Retail activity - (for example - and not an exhaustive list- to include mapping accounts and number trained, number of persuasion programs developed, % steal of share from the competition, quantified incremental sales linked to activity, building advocacy, improving visibility, menu share, POS presence, creation of bespoke menu/cocktail lists, World Class execution)
• Prospect and build strong relationships with Gurus/Influencers in key markets, while maintaining and nurturing current relationships
• Together with the relevant teams, turns the Reserve Luxury Portfolio PR strategies and executional best practice into appropriate in-market actions
• Continually re-evaluates current Reserve Luxury Portfolio accounts and helps acquire new accounts based on market trends
• Inspires consumers, customers and trade to advocate Reserve brands
• In conjunction with the brand manager identifies, develops and manages local marketing activities including locally based brand opportunities.
• Delivers special events in a way which provides positive experiences for our consumers and customers
• Organizes and co-ordinates launch activity and promotions in line with brand guidelines
• Acts as the face of the brands and Diageo - proud of what you do

Qualifications and Experience

• University degree
• 5+ years relevant experience
• Excellent knowledge of the drinks and non-drinks luxury goods sector
• Proven passion to live life of the luxury sector and bring our brands to life
• Experience as an entrepreneur with a strong understanding of the motivations of bar managers and staff
• Outstanding and proven presentation skills
• Must possess excellent mixology skills with a solid Spirits knowledge
• Proven training ability, persuasive selling skills, passion for wine and the high-end drinks business, with respect to customers and consumers
• Excellent category, brand and trade knowledge with a strong ability to identify emerging trends and insights
• Good informal relationships with drinks, culinary and lifestyle journalists an asset
• In depth knowledge of the on-trade business from a bar background essential

Celebrating our inclusive and diverse culture is core to Diageo's purpose of "celebrating life every day everywhere". This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender or ethnicity.

We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.

Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-time, compressed hours, flexible location. Please talk to us about what flexibility means to you and don't let anything stop you from applying.