Job Description

JOB PURPOSE

The Brand Ambassador’s purpose is to shape future luxury drinking trends by building strong relationships and brand advocacy among key stakeholders, while driving brand equity, word‑of‑mouth influence, and sales growth across the PRSA portfolio.

KEY DUTIES AND RESPONSIBILITIES

TRADE:

1. Drive Brand education across all channels (On/Off/E-comm/Redistributor)

• Supports and drives distribution, ROI & value share of new & existing brands (for e.g. through training, dinners, innovative consumer events, consultation on persuasion programmes and menus, etc).

• Focused on building category knowledge and positioning our brands as the ultimate brand of choice within the category.

• Leads & owns the design and implementation of the global SIP Programme across South Africa.

• Develops links with all key trade influencers (mixologists, bartenders, bar owners, F&B managers, sommeliers, etc) to leverage support and generate positive share of Voice.

• Leads and manages events with key On trade Outlets and, 3rd Party agencies.

• Develops breakthrough trade & industry relationships.

• Maintain & optimize relationships with on trade and off trade outlets where appropriate.

2. Cocktail Menu and drink strategy support

• Assists Sales Reps to win pouring contracts for cocktails and spirit brands by owning drinks menus and staff loyalty programs, etc.

• Drive drinks trends & always deliver of the highest standards.

• Creates & leads bespoke bar solutions to on trade customer.

CUSTOMER:

• Builds brand equity through engagement, inspiration and epitomising the PRSA brands.

• Continually acting as the Influencer to build Brand Advocacy – seen as the thought leader who can skilfully influence consumers, Friends of the brand and other stakeholders.

• Recruit & convert target consumers to the brand through trial and occasion.

• Seek relevant opportunities for brand development – trade associations, relevant events etc.

• Build relationships & development plans for each target outlet including consumer and trade promotions, brand visibility, signature serves, menus, etc.

MEDIA:

• Assists delivery of a strong PR campaign for PRSA brands.

• Valued spokesperson for PRSA brands with strong relationships and links with key media (press, digital, social).

• Driver of interest & newsworthy angles / stories for the PRSA brands.

• Shows Drinks Industry leadership and is first point of call for opinions and views.

• Engagement with influential lifestyle social media: As a PRSA ambassador, represent our brands to trade & lifestyle press & social media when/where opportunities arise.

INTERNAL:

• The “go-to” person for future trends & used as our internal agency to lead thinking around drinks / S&R initiates and future trends.

• Know the competition thoroughly with insights for PRSA counter-action.

• Leadership thinking on Serves and POS.

• Training on Brand & Category across entire PRSA internal teams.

EDUCATIONAL REQUIREMENTS AND EXPERIENCE

• Commercial Graduate Qualification – Business Related desirable though not essential (quality experience is more important than qualifications).

• WSET (or equivalent) level 2 spirits minimum requirement advantageous.

• 3-5 years Trade experience

• Must have bar management experience within a trade environment, essential for establishing credibility and building strong industry relationships

Customer Relationship Management, Market & Environment, Product Knowledge, Commercial Strategy, Results Orientation, Promotion, Merchandising, Evaluation of Commercial Activities.

Behavioural Competencies:

Interpersonal Skills, Networking, Communication, Goal Orientated, Planning and Organizing, Team Work, Influencing & Negotiation, Big Picture Thinking, Innovation, Making Things Happen, Initiative, Strategic Thinking.

Job Posting End Date:

2026-06-19

Target Hire Date

2026-07-01

Target End Date

2026-08-01