Global Brand Ambassador - Tanqueray TM
Contract: Permanent
Reporting to Luxury Commercial Director
Location - Amsterdam
Closing date - 23/01/2025
About the Function
Our Marketing team are creators, helping to build and nurture some of the world's most loved brands. We craft amazing connections with people around the world to celebrate our brands' legacies and reimagine them for the world today, and into the future.
Everything we do is underpinned by a deep understanding of our consumers, behaviours, trends, and technologies. Using our genius and creativity, we unlock our brands' uniqueness, understand their purpose, and put them at the heart of celebrations everywhere. Together, we're celebrating diversity and challenging stereotypes through our advertising and marketing. Wherever your talents lie, from Design to Consumer Planning, you'll be celebrated and supported in our inclusive culture.
Want more jobs like this?
Get jobs in Amsterdam, Netherlands delivered to your inbox every week.
About the role
Tanqueray is one of Diageo's core global brands (delivering $480M NSV per year) and the #1 Premium Gin brand in the world (and #2 brand in total gin, after Gordon's). Gin delivers ~6% total Diageo NSV and plays a key role in recruiting the next generation of spirits drinkers into the category from broader TBA choices. Gin has a wide appeal across ages, genders and occasions, and over the last 20 years has seen a continual premiumization journey led by Tanqueray and other premium gins including Bombay Sapphire and Hendricks. The brand is also loved by the on-trade community, repeatedly being recognized by Drinks International as the most loved brand by bartenders.
The Global Brand Ambassador role is an important role within the Global Brand Team, collaborating closely with our lead markets to deliver our overall brand vision for the brand as a lifestyle icon, driving advocacy and opening new opportunities for growth among the on-trade community. As part of the GBT, this role is also responsible for developing and delivering a best-in-class serve strategy across Tanqueray London Dry, Tanqueray 0.0 and Tanqueray No. TEN.
The role needs to have high levels of influence with our markets, within the GBT and with Diageo senior stakeholders to create an exciting vision for the future of the brand, especially in on-trade experiences and relationships, that excites the Tanqueray ABC and drives growth in markets.
The role is a truly global role with significant brands and market complexities. If you are inspired and want to join a journey like no other, then this may be the opportunity for you!
Role Responsibilities
What you'll be doing:
- Brand Representation: Serve as the face of the brand, embodying its values and ethos. Conduct presentations, tastings, and events showcasing the brand's products. Brand and specialist Category Knowledge across total beverage alcohol.
- Talkability & Experiences: Lead the cocktail lifestyle conversation by creating trend-setting content that engages established and upcoming on-trade talent / influencers to advocate for the brand. Ensure brand experiences consistently resonate with our audience, driving brand saliency and loyalty through high-standard activations.
- On-Trade Engagement & Leadership of the Tanqueray Tastemaker program: Develop and reinforce Tanqueray as bartender's favourite brand by cultivating strong on-trade advocacy through influential talent and strategic partnerships with key accounts. Build the Tastemakers program to drive the connection to cocktail artistry in partnership with highly respected industry figures.
- Industry Networking: Establish and nurture relationships with key influencers, bartenders, mixologists, and industry professionals. Collaborate with hotel bars, restaurants, and retailers to increase brand presence and sales. Contacts within the industry- to help us ‘be seen' in the right outlets.
- World Class program (both local finals & the annual global competition): transform competitors and the wider community into passionate Tanqueray advocates by delivering impactful brand education and sparking the pursuit of exceptional cocktail artistry.
- Training and Education: Conduct training sessions for staff and industry partners to enhance product knowledge and sales skills, including training for our worldwide online community via Diageo Bar Academy. Create educational materials to support sales and marketing efforts. Creative and inspiring approach to be able to delight consumers and customers. Demonstrates consistent high standards of execution.
- Market/On-Trade & Competitor Insight: Gather market insights, consumer feedback, and competitor analysis to inform brand strategy. Provide feedback to internal teams for product development and improvement. Operates proactively - and where necessary reactively - to beat the competition
- Cross-functional Collaboration with Tanqueray partners & internal Diageo teams
We're seeking an outstanding individual with passion, significant experience and compelling leadership in building high end luxury brands.
Financial Dimensions
The Gin portfolio is #1 in the world and includes both Tanqueray and Gordon's, plus local brands including Aviation (NAM), Chase (GB) and Orijin (Africa). Beyond the core London Dry variants, our brands also offer flavours, convenience formats through RTD and RTS, and both Tanqueray and Gordon's have launched 0.0 variants that are in rapid growth and leading spirits into the moderation space.
Together, these brands deliver $1.1bn NSV in F24, our growth ambition is $1.6bn by F30 (driven by Tanqueray & Gordon's, with disproportionate growth from non-alc and convenience).
What you'll have:
- Industry Knowledge & Network: Strong understanding of the on-trade market, including trends, key players, and regulatory requirements.
- Significant Luxury Record and experience in the drinks industry: with broad experience and relationships in the on trade, ideally with marketing/commercial functional work including P&L management, insight, strategic planning, partnership solutions and luxury.
- Strong relationship building skills: Ability to build meaningful relationships and to get consensus from senior stakeholders both internally and externally.
- Managing complexity: ability to prioritise and juggle multiple projects and meet clients demands.
- Ability to think strategically and drive long-term business growth across a complex and broad portfolio.
- Strong commercial instinct and ability to negotiate and influence. Can turn exciting possibilities into commercial reality.
- Ability to think strategically and drive long-term business growth across a complex and broad portfolio.
- Global/international experience is a plus
- Adaptability to fast-changing/uncertain environment and ability to shift strategy quickly
What you'll get:
We have a bold ambition to grow our Tanqueray business by +11% per year (in line with the ambition in our Gin category strategy) to ~$800m NSV by F30. This is an exciting time to join us on this journey!
You'll report directly into the Luxury Commercial Director to lead a transformative agenda. You'll turn possibilities into a commercial reality and have an impact on our new dedicated end-to-end Global Business Unit.
Diageo is an inclusive company culture that puts employees and their development first, giving you unique opportunities to develop and grow.
Working with us
Flexibility is key to our success. Talk to us about what flexibility means to you so that you're supported to manage your wellbeing and balance your priorities from day one.
Our purpose is to celebrate life, every day, everywhere. And creating an inclusive culture, where everyone feels valued and that they can belong, is a crucial part of this.
We embrace diversity in the broadest possible sense. This means that you'll be welcomed and celebrated for who you are just by being you. You'll be part of and help build and champion an inclusive culture that celebrates people of different gender, ethnicity, ability, age, sexual orientation, social class, educational backgrounds, experiences, mindsets, and more.
Our ambition is to create the best performing, most trusted and respected consumer products companies in the world. Join us and help transform our business as we take our brands to the next level and build new ones as part of shaping the next generation of celebrations for consumers around the world.
Feel inspired? Then this may be the opportunity for you.
If you require a reasonable adjustment, please ensure that you capture this information when you submit your application.