- Led the strategy, development and on-going management of our internal employee, customer, and consumer education and advocacy agenda. - Planned and led the development of the Brand Engagement and Ambassador Team strategy to achieve defined priority brand and business objectives in the on/off-trade channels.- Led the ideation and development of education activations that brought brand strategies to life in an engaging way with target customers and consumers.- Developed and maintained a high level of expertise in the on/off-trade channels delivering actionable insights to the brand team on a national perspective through consolidation of feedback from the ambassador team.- Led the ambassador team strategy for the collection of eCRM data and supported the digital team by delivering authentic content.- Worked cross-functionally and collaboratively to set ambassador team budgets across all regions. - Collaborated with brand teams to develop Ambassador KPIs and ensure all major initiatives are evaluated while providing on-going feedback and recommendations.- Monitored and communicated competitive activity and strategy to key internal stakeholders.- Managed the Trade Marketing Manager – Education as well as the Brand Ambassador team in the West. Coached the Trade Marketing Manager - Education on the management of the Brand Ambassador team in Ontario and Quebec.

- Led the role development, recruitment, training and management of the brand ambassador team in Ontario, Quebec and BC/Alberta, growing the team from 8 direct reports in 2013 to 16 direct reports in 2017.- Collaborated with the brand teams to set KPIs and budgets for each Ambassador, and developed tracking tools for monthly reporting. - Led the development of brand ambassador tools to enable engaging education for both internal employees and external customers.- Worked collaboratively with the brand and trade teams to create the annual brand education calendar and develop detailed reporting systems. - Supported the Sales and National Accounts teams with drink list ideation and custom cocktail creation. - Leveraged our on-trade expertise to support the brand and trade teams with developing engaging programs for bartenders and customers.- Ensured all major initiatives were evaluated and provided on-going feedback and recommendations.

- Led product demonstrations and brand education presentations to key on-premise and retail customers nationally, as well as internal employees.- Established relationships with influential bartenders in key markets nationally with the goal of building love for our brands and future leads for our sales team.- Led the organization of Global Ambassador market tours.- Led the ideation, organization and execution of global cocktail competitions and training seminars in Canada.- Created brand education tools for internal sales team.- Trained with Master Distillers, Master Blenders and Global Brand Ambassadors at brand homes of priority brands to establish expertise and credibility within the spirits industry.