Arbejde Advocacy & Urban Ambassador Community Manager, Urban Development unspecified CARLSBERG BREWERIES A/S - jobtilbud

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reference: 4891327

documentId: 4891327

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lastModificationDate: 1539324523556

Advocacy & Urban Ambassador Community Manager, Urban Development


Strategic purpose of the position:

Support the delivery of our Business cases plan in consistency with UD mission and Sail 22 mandate by enabling local markets to grow into a sizable long term sustainable business for the Carlsberg Group (through brand awareness, positioning, volume and profit). 

To secure and co-develop a strong marketing and focused distribution foothold in the local markets through mutual value creation partnerships with City and Partner teams in the targeted big cities. 

Support the development of the UD marketing and commercial strategy and approach; with a special focus on guidance and support to leverage the portfolio of drive brands to raise their profile, consumer awareness and advocacy and rate of sale while executing its marketing and sales programs in Trendsetting outlets, focusing on On Trade.

Ensure the alignment and the best practice sharing across the UD Ambassador community.

Work independent and seamlessly with the rest of the UD Commercial Operation team to provide maximum impact with resources available at the centre.  


The position in brief:

Responsible for co-developing the UD city strategy and driving it to execution in key Markets/Big Cities with the local team:

- Urban Ambassador recruiting 

- Urban Ambassadors On trade Routines, Tracking and management reporting

- Urban Ambassadors community management 

- Urban Ambassador tools, e.g. sell in catalogues, urban merchandise

- Responsible for development and implementation of the weekly and monthly routines

- Coaching and support to  Urban Ambassadors in the cities

- Co-development of bespoke activations for trendsetting accounts

- Co-development of advocacy programs, staff trainings, working with influencers etc.

- City Digital & Social Media Strategy and execution * Centre of excellence for Social Media in Urban Development, ultimately responsible for all brand pages across the Big Cities

- Co-development of bespoke activations for trendsetting accounts

- Co-development of advocacy programs, staff trainings, etc.


Personal qualifications / competencies:

Personal Qualifications:

- High drive and action oriented

- Strong communicator

- Culturally sensitive and high EQ

- Ability to interact with multiple stakeholders and matrix responsibilities

- Ability to multitask across functions and regions

- Independent and entrepreneurial 

- Extrovert in social contexts  

- Open minded

- Creative

- Analytical 

- Founders mentality

- Has a sense of style 

- Positively challenges the Status Quo



- Strong in building partnership relations

- Brand Marketing competences

- Media/digital competencies

- Commercial experience/sensitiveness

- Influencing skills, leading through others 

- Strong Business development / project management competences


Educational /minimum requirements:

  • Education: M Sc. degree within Sales, Marketing and/or Business Management
  • Language: English mandatory, Spanish an advantage
  • Experience: Min. 5 years commercial (mktg & sales) On Trade experience within FMCG business, preferably in the beer, wines and spirits industry, with some Brand management. 
  • Previous experience in role operating at Regional or Global level interacting with multiple stakeholders and matrix responsibilities is needed.
  • Travelling days: Candidate expected to spend 40% of time traveling to big cities & UD markets


Job responsibilities:

Urban Development City strategy to execution

  • UD go-to-market model, co-development and update
  • UD brand positioning and brand plans; co-development 
  • Coaching and support to Urban Ambassadors incl. capability development
  • Sales force training, Support for Local Partner Sales force “sell-in stories” and launch
  • Identify functional, content or capabilities GAPS and act entrepreneurially to fill in using internal/existing resources or external support 
  • Brand guardian at On trade level and central point of contact for visual assets and approval requests


Urban Ambassador Community Manager:

lead the Urban Ambassador Community and support and coach each ambassador in fulfilling his/her potential to step-change portfolio presence in listings and increase Rate of Sale through advocacy, trends, PR, social media and disruptive big city beer moments. 



The Urban Ambassador is not salesman but proactively build the brand in the top end of the trade arena through the development of relationships in key outlets.. 

• An On trade experts/consultants/advisers to the trade

• Has an entrepreneurial spirit in seeking out new opportunities

• Seeks out beneficial on-trade (and off premise) partnerships

• Is obsessed with driving ROS through perfect execution,  advocacy, bespoke POSM and bespoke activations



The Urban Ambassadors connects with the consumer on a personable level, immersing them in the world of our brands and bringing to life brand experiences.

• Is the trend-setting face of the brand

• Builds brand love & gets liquid on lips

• Tells captivating and engaging stories that bring the brand to life in hearts and minds



The Urban Ambassadors creates exciting buzz and news with an urban lifestyle lens.

• Valued and knowledgeable spokesperson bringing an engaging and credible voice to our brands that cascades to consumers

• Leads from the front when driving trends and strategic trend setting trade partnerships and ensure maximum exposure through all PR channels

• Develops media worthy activation, assets, events and partnerships

• Develops media relationships to become a reference point for knowledge and insights in the food and drink industry.

• Leads social media trends and showcase not only drinks trends but also urban lifestyle trends, especially on food&drinks, music, fashion, urban art and design, travel



Urban Ambassador is the gateway to the Sales Force of our partners, coaching and instilling brand love to their sales force

• An essential link between our Distributor partner, the brands, the on-trade community and our consumers.

• Instills and drives distribution partner brand passion and belief



  • Lead effort in innovative next generation marketing efforts (attack concepts + big city disruptive marketing); creation + co-execution in local markets
  • Lead influencer strategy and approach across urban markets
  • Lead staff training toolkit and trainings, including brand + beer training


City Digital & Social Media Strategy and execution

  • Lead effort in brand building online, and linking to offline activities
  • Content & Distribution Strategy per market/brand
  • Co-creation of local social media campaigns
  • Co-creation of local marketing campaigns, incl digital as natural element (not just digital on top)
  • Reporting & Tracking to continuously optimise and drive business results 
  • Leads social media trends and showcase not only drinks trends but also urban lifestyle trends, especially on food&drinks, music, fashion, urban art and design, travel

Please apply before the 26th of October 2018 

numberOfPosts: 1


abstractJV_contact_0: Please apply using one of the specified channels

positionTypeCode: directhire

contractTypeCodes_0: fulltime


source: DK-STAR


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