A blue chip role for a blue chip person. Johnnie Walker Blue Label is one of the crown jewels for Diageo – globally revered and commanding high prices because of its rare craft, rare casks and rare character.

The Brand Ambassador role will be critical in generating the next phase of the brand’s growth, introducing the brand to the uninitiated and turning them into disciples. You will be the human face of the brand within Great Britain, developing and delivering experiences which connect people – bartenders, sommeliers, business power players – with the brand in such a powerful way that they want to relive it with others.

In addition, you will play a critical role in shaping the brand’s strategy in GB, working in partnership with the brand manager to ensure that winning plans are developed.

You will also be part of the fastest-growing team in GB, the newly-formed Reserve business unit which comprises 45 people across Sales & Marketing who are passionate about unlocking the potential of premium spirits in GB. We have had a stunning first year (20% NSV growth) and are already tracking at 40%+ growth in Q1 F11, and are looking for a great individual to join the team and inspire us to achieve even greater things on JW Blue Label.
 
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Dimensions of the role
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A) Market Complexity

Johnnie Walker Blue Label competes in the Luxury arena with products of exceptional quality that represent the best that money can buy: Cartier, Rolex, Krug, Mont Blanc.

Our target consumer is “men at the top”, a group we have segmented into three tiers. Tier 1 – CEOs who earn £1m+ (population 10,000). Tier 2 – business leaders who earn £250k+ (population c.60,000). Tier 3 – senior managers in business who earn £100k+ (population c.500,000). All of these tiers have similar characteristics albeit at different levels: successful men with style as well as substance, they have their own symbols of success in their lives and want the best of the best, they rely on member’s clubs as their venues of choice and have outsourced a great deal of their life to the P.A.s. Their drinks choices are traditional within social norms, especially wine and fine dark spirits.
 
Within this world, we focus our sales energies on Trend-Leading accounts where our target consumers drink and shop: The Dorchester, Ritz, Savoy, Gleneagles, Harrods, Selfridges etc. In these accounts we deliver activity and experiences to connect those consumers to the brand. However, as Blue Label becomes better-known we are extending its distribution into other selected retailers who also attract our target (eg Oddbins, Costco, Whisky Specialists, golf clubs).
 
We have also established relationships with strategic 3rd parties who operate at this Luxury level: eg Jaguar, Richemont, Established & Sons, Fosters & Sons, Goodwood, Quintessentially.
 
Competition for Johnnie Walker Blue Label as a drink includes other fine dark spirits (rare malt whisky, Cognacs like Louis XIII, Chivas Royal Salute) and as a gifting choice against other symbols of success (Mont Blanc pens, Mulberry wallets etc).
 

Purpose of Role

To turn other people into disciples for Johnnie Walker Blue Label in order to double the size of the brand in F11 and beyond.
 

Qualifications and experience required

•           Understanding of the world of Luxury
•           Track record of influencing and connecting with people
•           Track record of showing entrepreneurial initiative and self-starting drive to make things happen
•           Commercial experience and understanding – On-Trade experience advantageous
•           As a minimum, base level understanding of Scotch production, liquid credentials and tasting ability
•           Full clean driving license
•           A large part of the success of this role will be connecting with consumers when they are at leisure – ie during evenings and at weekends.

http://tinyurl.com/JWBAmbassador