About the Role

The Brand Ambassador (BA) for Monkey Shoulder is the face for the brand, representing the Multi-Awarded Blended Malt Whisky and its ethos among affluent Urban Consumers, Media personnel, Key Trade entities and Bar Managers/Bartender community helping build long-term meaningful brand love and loyalty to ensure continued growth and saliency of Monkey Shoulder in India.

The incumbent would be required to establish and maintain active relationships with the trade (Hotels, Restaurants, Bars, Bar owners, Bar managers, Community Key Opinion Leaders and Top Bartenders) to maximise partnership opportunities and deliver win-win value to both brand and partner.

Major responsibility is to develop and own initiatives under the Trade advocacy plan – Educate, Engage and Reward. The incumbent will be trained by mentors from Scotland including the Global Brand Ambassador to equip with a full understanding of the brand and offerings.

Key Responsibilities

• - Establish and maintain strong relationships with trade partners including hotels, restaurants, bars, bar owners, bar managers, KOLs, and top bartenders.
• - Support India sales team to engage key outlets through Trade Trainings, Liquid Education sessions, Exclusive Menu curation, and promotion/partner plans.
• - Lead Monkey Shoulder’s apex trade property “Ultimate Bartending Championship”, building long-term relationships with bartenders in India.
• - Collect market intelligence (on-trade/off-trade), analyze consumer consumption trends, and share insights with cross-functional teams.
• - Drive brand advocacy among urban consumers, media, internal teams, and influencers to build brand love and loyalty.
• - Collaborate with Brand Team to identify consumer-facing partnerships across digital, on-trade, and other platforms.
• - Ensure consistent brand messaging and bring alive brand’s drink strategy during consumer experiences.
• - Lead and build a digital-first community by curating and promoting content related to drinks, mixology, and entertainment.
• - Take ownership of BA-led trade and consumer experiences including guest shifts, tastings, trainings, social media, interviews, and brand advocacy content.
• - Ensure all initiatives align with brand plan and activity calendar across India.
• - Engage in continuous learning about category, mixology trends, and competitor activities.
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Skills

• - Exceptional communication skills, storytelling, and public speaking.
• - Knowledge of consumer trends such as premiumisation, experiential consumption, and indulgence.
• - Understanding of spirits including history, trends, bars, mixology, and category consumption.
• - Understanding of premium consumer behavior and preferences (on-trade).
• - Basic event management skills.
• - High energy and self-motivated.
• - Excellent networking skills.
• - Strong social media presence / micro-influencer capability.
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Role Requirements

• - Inspire advocacy, love, and loyalty for Monkey Shoulder among affluent urban consumers, trade, and media.
• - Create conversations around category and brand.
• - Create relevant content around product, brand experiences, music, and drinks on personal handle.
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• Ideal Background
• - Hospitality / Premium Retail / Alcobev / Lifestyle Social Media Influencer / Bartending Key Opinion Leader / Senior Bartender from top cocktail bars / Mixologist / Brand -Ambassador of lifestyle brand / Consumer-facing product industry (auto, clothing, perfume, food, beverages, personal care items, eyewear, sportswatch, sneakers).
• - Beverage sector such as Coke / Pepsi / Red Bull / Telecom.