JOBSUMMARY:
To raise the profile of our clients Kenya strategic Gin brands to their targeted audience and provide rational reassurance to brand marketing in all East Africa
PRIMARY RESPONSIBILITIES:
Brand Education:
PR sales force ensuring comprehensive understanding of the categories, brands' specificities and key differentiating qualities
Conducting tastings / education for groups of target consumers, opinion leaders, creative and PR agencies and media houses
Increasing share of mind for Gin brands among PR employees and key brand stakeholders
Conduct tastings and mentoring sessions for Bartenders and Bar managers on the Gin Hub portfolio
Pair with influential partners to offer new and exciting mentoring sessions for the market
Business and Brand Development:
Recruit and convert Key influencers and target consumers to the brand through trial and brand education.
Nurturing business to consumer and business to business contacts building loyalty, advocacy and sales through regular provision of best practices
Optimize visibility and identify opportunities (e.g. in-store communication) for the brand in the off-trade; assist sales team with store merchandising, incorporating POS materials etc.
Maintain top of mind presence with Key brand stakeholders – Key accounts, PRK Sales, PRK Official distributors
Actively push listings of Beefeater, Inverroche, Malfy and Monkey 47
Engage with all RTM teams to assist in tackling GMA issues in Kenya
Assist heavily with regional PVA plan
Work with Trade Development team as a key asset to visibility and listing drive pan-Kenya
Work on own initiative to seek out new business opportunities in the market
Digital / PR Support:
Identifying PR opportunities suitable for Gin Hub brands in line with their communication platform
Ensuring media coverage through brand ambassador presence
Actively self-promote on Instagram and twitter to display position of Gin connoisseur and social individual – in line with brand identities
Build social and professional network to be seen as a key individual in the alcohol industry/social scene
Brand Advocacy:
Developing relationships with key media, industry, distributor, trade partners that can play a key role in building brand reputation, volume movement, listing drives, event attendance
Exploring opportunities within the Gin target audience in the market
Exploring the market for existing and new opportunities to increase share of mind and share of throat with a clear focus on enhancing brand image and equity
Explore results of consumer insights and implement brand activations based on findings
Expansion of the Business in East Africa:
Organizing events and tastings in East African markets to drive sales and awareness of the Gin Portfolio
Mentoring key customers and influencers on taste and brand identity
Implementing Top of Mind practice for Pernod Ricard Gin portfolio amongst affiliates
Assisting East Africa teams in terms of drinks strategy, product/brand information, tastings, listing, overall business and brand development
Reporting to Affiliate and Brand Owner:
Reporting Gin Hub brands and competition monthly activities with recommendation and best practices on a monthly and timely basis – Brand Owner & Affiliate
Weekly calendar and status report – Affiliate
Being the eye and the ear of the market by analyzing trade/consumer insights – Brand Owner and Affiliate
Following price analysis and sales performances and offering recommendations to affiliate – Affiliate
Tentative Monthly Brand Ambassador calendar to be shared with Brand Manager and Head of Commercial at end of previous month – Affiliate
Alignment of key objectives and KPIs with Brand Manager and Head of Commercial
Timely reporting of Brand Ambassador activities as and when requested
Clear monitoring of stock usage for mentoring sessions and activations
KEY REQUIREMENTS:
Bachelor’s Degree in a relevant discipline
Sales and Marketing professional qualifications will be an added advantage
Three (3) years’ work experience in a Sales and Marketing dynamic environment/Hospitality experience managing premium On Trade outlets
A dynamic, entrepreneurial and enthusiastic ‘can do’ attitude
A flair to present with passion – demonstrating on target messaging and brings messaging to life through positioning a compelling story to engage audiences
A self-confident, outgoing individual who actively enjoys building strong relationships Working collaboratively with peers to achieve results together – a team player
A self-starter who takes initiative to make things happen
Respects the company and the brands positioning, key messaging and ways of working
Commitment to deliver quality executions on time – is reliable and hardworking
A passion for the bar scene and mixology, and therefore can inspire and connect with the bar community
Maturity and professionalism – strikes an appropriate balance between leveraging conviviality and representing the brands and company in an appropriate manner
A responsible attitude and approach towards alcohol
Strong social networking skills
Strong numeracy skills
Interest in bars/mixology
