Brand Activation Specialist - VIC/TAS

What makes this a great opportunity?

The Brand Activation Specialist is a passionate industry enthusiast, responsible for driving brand awareness, engagement, and sales through strategic marketing initiatives and consumer events. This role focuses on education and training for our award-winning portfolio, with a particular emphasis on the 1:9:90 segmentation principle, selecting brand-relevant accounts for activations to build brands and drive volume, generating new leads, and providing hyper care to existing accounts. The Brand Activation Specialist will also be responsible for executing marketing activations and ensuring commercial excellence. Our BAS’s are the face of the portfolio to their respective state on premise channel, and interested consumers. They’re storytellers, guardians, and educators about all the things that make our brands so special. Establishing & leveraging a network influenced by the Global Brand House, Global Diplomats, Ambassadors & Brand Influencers to maximize our local market performance.

Role Responsibilities

Education and Training:

• Deliver comprehensive training programs to on premise customers, educate internal teams, sales representatives, and external partners on brand messaging, product knowledge, and sales techniques.
  - Stay updated on industry trends, competitor activities, and market insights to continuously enhance activation, drink strategies, training materials and programs.
  - Lead and deliver the brand training and education strategy for the business in line with the brand and commercial objectives for both on and off premise channels.
  - Bring the distillery experience to our market, through education supporting the Brand House Ambassador, with engaging brand immersive experiences.
  - Drink strategy specialist – Keeping up to date with market trends - delivering both global a local and relevant drink strategy with ability to deliver commercial return supporting local venues and menu listings.

Key Accounts (HALO accounts)

• Lead generation for desirable accounts, working with state sales team and National Ambassador to commercialize any opportunity.
  - Relationship management and hyper care as required, with the autonomy to drive

Decisions at venue level.

• Bartender training and educational support to National Ambassador.
  - Strategy and Execution of consumer events with brand building efforts.
  in the local market to drive strong consumer connections and consumption.
  - Management of account lists in respective states
  - Identify and select brand-relevant accounts and new business opportunities based on the 1:9:90 principle, which focuses on engaging HALO accounts (1%), nurturing activation accounts (9%), and leveraging the broader distributions accounts (90%).
  - Collaborate with Marketing teams to develop tailored strategies and initiatives to effectively engage each segment of the 1:9:90 model.
  - Proactively identify and pursue new lead generation opportunities to expand the brand's reach and market presence. Regional, Metro, Suburban and CBD accounts.

Marketing Activation and Execution:

• Collaborate with the marketing team to develop in venue brand activation plans, ensuring alignment with brand guidelines and objectives.
  - Coordinate and oversee the implementation of marketing campaigns in venue, including events, promotions, and product launches, to drive brand awareness and engagement.

Advocacy

• Collaborating with The Blend team on local trade advocacy strategy and event ideation.
  - Event co-ordination – Supporting Blend team on event execution. Venue selection, pre and post-event communication driving awareness and attendance, ensuring the delivery of every event to the highest standards. On the ground lead and support figure.
  - Measuring and reporting on the effectiveness of all activations and brand engagement via attendance and measurables.
  - Train the trainer and educate the local sales teams.

GEMBA

• Regularly conduct trade and retail market visits, checking on relevant

brand campaigns and activations.

• New account, and lead generation through networking and in market visits.

Qualifications

• Industry Professional individual with at least 5 years’ experience in related field with a strong hospitality and/or sales background, 3+ years of experience within the alcohol industry preferred.
  - Excellent spirits knowledge and a good knowledge of the wine and beer markets
  - Genuine passion for Japan with extensive spirit knowledge
  - Proven experience in brand activation, marketing, or related roles.
  - Excellent communication and presentation skills, with the ability to effectively train and influence others.
  - Strong project management skills, with the ability to prioritize tasks, meet deadlines, and manage multiple projects simultaneously.
  - Creative thinking and problem-solving abilities to develop innovative marketing strategies and activations.
  - Proficiency in using marketing tools and platforms, including CRM systems, social media management tools, and analytics software.

- Experience in budget management

• A nuanced understanding of the hospitality industry in focus markets
  - Possess strong public speaking and presentation skills
  - Road time 50% of time
  - This role may require some evening and weekend work as required
  - Candidate to be based in Melbourne

- Drivers licence.