Job Description

ABOUT STRATEGIC GROUP

Strategic Group is a full-scale marketing agency specializing in experiential programming and sales support initiatives. For more than two decades, we’ve built a reputation for engaging our clients’ retail customers and influencing their hard-to-penetrate consumer base.

BRAND AMBASSADOR 

On behalf of American Freedom Distillery and Horse Soldier Bourbon, Strategic Group is seeking a seasoned, category-expert Brand Ambassador to represent our premium, award-winning bourbon. We’re looking for a passionate advocate for craftsmanship and quality—someone who genuinely loves whiskey and is deeply connected to the trade community. The ideal candidate has a proven track record of building brand affinity, educating both trade and consumers, and inspiring loyalty through authentic engagement. A strong understanding of premium spirits, coupled with a genuine enthusiasm for storytelling, is essential. 

As a Brand Ambassador, you will act as the lead marketing presence for Horse Soldier Bourbon in partnership with Gallo, building awareness and driving advocacy across key on premise outlets. You will be responsible for driving distribution, volume growth, and account advocacy to support brand development in your assigned market. This includes building and maintaining strong relationships with key account gatekeepers and consumers to facilitate impactful brand activities. 

You’ll serve as a dedicated local brand resource, demonstrating a deep understanding of the target consumer’s lifestyle, culture, and community. You will help catalyze consumer engagement by developing and executing training programs, promotions, events, and other initiatives designed to exceed visibility, advocacy, and trial KPIs. This role also offers the opportunity to support sponsored event activations, maximizing commercial value while building long-term consumer loyalty. 

KEY RESPONSIBILITIES 

This job description reflects management’s assignment of essential functions; it does not prescribe or restrict the tasks that may be assigned.  

• Serve as the face and voice of Horse Soldier Bourbon in your market, authentically representing the brand at all levels. 
• Build and maintain strong relationships with key on premise accounts, trade gatekeepers, and distributor partners to drive execution and brand advocacy. 
• Partner with local Gallo sales teams (BDM, MDM, SDS, BAM) and distributors to align on priorities and deliver against availability/distribution, visibility, advocacy, promotion, and volume goals. 
• Plan and execute impactful sampling activations, promotions, and consumer-facing events that educate and engage target audiences. 
• Travel regularly within assigned territory to implement brand programs and account activations that support visibility, trial, and affinity. 
• Build and manage local consumer activation strategies and events under the guidance of the Gallo team. 
• Leverage promotional tools and brand playbooks to ensure on-equity activation across accounts; collaborate cross-functionally to enhance brand presence. 
• Capture real-time photo and video content for social media and marketing use; participate in event debriefs to identify strengths and improvement areas. 
• Utilize reporting tools to track performance, manage expenses, identify market gaps, and submit timely reports. 
• Actively support brand and sales initiatives through participation in meetings, market surveys, blitzes, and crew drives. 
• Support regional ambassador team efforts on larger consumer events and initiatives that build long-term brand loyalty. 
• Maintain awareness of market trends, competitive activity, and best practices to inform strategy and execution. 
• Adhere to activation budgets and Gallo’s Standards of Performance, ensuring efficient use of resources and compliance with all regulatory considerations. 
• Foster collaboration across the Gallo sales organization and promote a positive, innovative, and entrepreneurial team culture. 
• Maintain consistent attendance and punctuality in alignment with performance expectations. 

This role requires a collaborative spirit, entrepreneurial mindset, and a strong connection to both the spirits industry and its influential trade network. If you’re driven by purpose, passion, and premium bourbon & whiskey, we’d love to meet you. 

REQUIREMENTS

Ambassadors must possess/demonstrate: 

• 1-3 years of beverage industry related experience 
• B.A. or B.S. in Business Administration, Marketing, Public Relations, or related field 
• Ability to drive and maintain a valid driver’s license, and have a reliable vehicle 
• Proficiency in the entire Microsoft Office Suite (PowerPoint, Excel, Word, and Outlook) 
• Strong time management skills, and ability to manage a budget effectively 
• Self-motivated with the ability to work efficiently remotely 
• Creative abilities to develop programming opportunities 
• Ability to thrive in a fast-paced, goal-oriented, dynamic environment 
• Knowledge of legalities surrounding trade practice and events within the respective territory 
• Comprehensive understanding of adult beverage practices and regulatory compliance 
• Must be available to work a flexible schedule, including some nights and weekends as needed 
• Must be able to lift at least 50lbs and stand for long periods of time 
• Exhibits Intrapreneurship, Ownership and Collaborative behaviors: 
• Intrapreneurship is entrepreneurship in an established company: behaviors that include thinking boldly, taking appropriate risks, learning from mistakes, showing initiative, and encouraging and reinforcing innovation. 
• Ownership refers to behaviors that include setting high expectations, driving candid discussion, and holding self and others accountable. 
• Collaboration is working with team members and external partners to maximize program outcomes.  

PREFERRED QUALIFICATIONS

• Past Military service 
• Proven ability to connect with others through cultural fluency and natural charisma 
• Relatable and culturally engrained with the target consumer audience in the territory 
• Experience with grassroots marketing and understanding of retail rhythms 
• Comfortable being both customer-facing and trade-supporting 
• Organized, proactive, and creatively driven 
• Passion for quality, craft, and community-driven brands 
• Strong leadership, motivation, excellent and persuasive communication skills (written and verbal) 
• Existing distributor, on premise, or retail account relationships are a plus 
• Extensive knowledge of alcohol beverage industry 
• Skilled at commanding presence, presenting ideas effectively to individuals and groups at all levels 
• Experience setting high standards of performance for self and others; experience implementing standards of excellence with measurable goals 
• Knowledge & ability to use industry related software such as Canva, Karma/VIP, etc., a huge plus 

REPORTING RELATIONSHIP AND EVALUATION

Reports directly to and is evaluated by the company’s Vice President. Additionally, all roles are responsible to the Gallo Trade Advocacy team, Horse Soldier Brand team, and Gallo Business Development Manager in market.

The above description is intended to describe the general content of and requirements for the performance of the job of the Horse Soldier Bourbon Brand Ambassador. It is not to be construed as an exhaustive statement of essential functions, responsibilities, or requirements nor should it be construed as creating a contract of employment, which is terminable by the employee or Strategic Group at any time for any reason. Qualified candidates should send RESUME & COVER LETTER to [email protected]

TARGET MARKETS

San Diego, CA – Dallas/Dallas Fort Worth, TX – Tampa, FL 

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