Brand Advocate Head - North & East (Brand Awareness & Consumer Activation)

Company's Background:

Piccadily Agro, Industries Limited (PAIL) is a publicly listed company on the Bombay Stock Exchange (BSE: PICAGRO). The company operates primarily in two strategic business segments: Distillery and Sugar, producing a diverse range of products, including Malt Whisky, Cask Aged Rum, Extra Neutral Alcohol (ENA) and Ethanol. Recognized as a prominent player in the alcoholic beverages industry, Piccadily Agro, is particularly known for its expertise in malt spirits. The company's extensive portfolio includes premium single malt whisky, blended malt whisky, premium sugarcane juice rum, and country liquor. With a strong emphasis on premiumization, PAIL has successfully positioned itself as a leader in the Indian single malt whisky market by leveraging its technical prowess and deep market insights.

In 2022, the company further cemented its reputation with the launch of Indri, its flagship single malt whisky brand which was declared as the Best in Show at the Whiskies of the World Awards 2023, beating all other Scottish, Japanese, and world whiskies.

Overview:

We are seeking a senior brand advocacy leader to own and elevate Piccadilly's premium spirits portfolio across North & East India. The role will act as the regional face and voice for the premium portfolio brands and driving aspiration, education and advocacy across consumers, trade, media and influencers. This is a high-visibility leadership role combining brand storytelling, experiential marketing and team management.

Key Responsibilities:

Serve as the regional brand authority and spokesperson for portfolio brands.

Lead premium tastings, masterclasses, festivals, bar takeovers, launches, and media events.

Build, manage and mentor a team of Assistant Brand Advocates.

Drive trade education and advocacy across luxury on-trade, hotels and key off trade accounts.

Partner with Sales & Marketing on new launches, brand activations and portfolio prioritisation.

Own and manage regional advocacy, activation and T&E budgets. Ideal Candidate Profile

Ideal Candidate Profile:

Graduate degree or equivalent experience with 7 to 8+ years experience in brand advocacy, spirits marketing or experiential marketing (Preference will be given to candidates currently working in the Alcobev industry)

Strong understanding of alcoholic beverages, spirits category, and premium brand building.

Proven people leadership and multi-city execution experience.

Strong presentation, storytelling and public-facing skills.

Strong planning, execution and stakeholder management skills.

Ability to work independently with a high sense of ownership

Fluent in in English and Hindi (additional languages a plus)

Strong network within bars, hotels, media, influencers and beverage communities