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 creating meaningful connections between brands, retail customers, and hard-to-reach consumers through innovative, insight driven activations.
ABOUT THE ROLE
The High Noon / Lucky One Activation to Impact Specialist is a key member of the Activation to Impact (A2I) team in a specific market. Your primary responsibility is to drive brand growth within a dedicated territory of 45–50 bars and restaurants through merchandising, building trade relationships and engaging consumers. Specifically, your role is designed to drive consistent brand visibility, utilize point-of-sale materials, execute staff education, and drive trial among consumers via unique and innovative outreach.
Qualified candidates will possess a strong understanding of the local market, consumer lifestyle, and cultural landscape, along with a passion for brand marketing and the ability to influence through creativity, professionalism, and strategic insight.
ESSENTIAL JOB FUNCTIONS
1. Bar Staff Education & Training
You won't just drop off posters; you will become a trusted partner to the people behind the bar!
Product Knowledge: Teach bartenders and servers exactly what makes High Noon and Lucky One different.
Confidence Building: Give staff the "how-to" on recommending High Noon and Lucky One to customers who aren't sure what to order.
Drink Placement: Work with bar managers to ensure High Noon and Lucky One are listed clearly on their drink menus so it’s easy for customers to find.
Relationship Building: Visit your assigned accounts regularly to stay "top of mind" and make sure the staff has everything they need to sell our brands.
2. Branding & Visibility (Merchandising)
Your goal is to make sure High Noon and Lucky One are visible from the moment a customer walks in.
POS: Install branded Point-of-Sale (POS) items that fit the "vibe" of the accounts while making our brands pop.
Prime Placement: Ensure visibility of our brands are front and center of the consumer in each account.
Keeping it Fresh: Regularly check that all merchandising materials are clean, in good condition, and positioned in the busiest areas of the bar.
3. Consumer Engagement (Sampling & Events)
You will bring the energy of our brands to life through direct interaction with customers.
Hosted Tastings: Manage promotional activity ("promos") and other consumer sampling activations consistently where consumers taste the quality for themselves.
Brand Storytelling: Instead of just handing out a drink, talk to customers about the brand and why they’ll love it, creating a memorable experience.
Recruitment: Identify and inspire consumers that have not experienced our brands previously or may have only tried our competitors to experience High Noon and Lucky One.
Promotional Giveaways: Where legal, utilize branded materials such as hats, shirts, etc. to introduce consumers to High Noon and Lucky One build long-term fans.
4. Market Intelligence & Field Reporting
As a frontline representative, you serve as the "eyes and ears" of the brands. You are responsible for documenting real-time market conditions to help leadership optimize our regional strategy.
Execution Quality Audits: Use designated reporting tools to document the quality of our brands’ presence during every account visit. This includes verifying that menu placements are accurate and that all Point-of-Sale (POS) materials are displayed according to brand standards.
Competitive Activity Tracking: Monitor and report on the activity of competing brands. You will observe and document new competitor displays, pricing changes, or unique "out-of-bar" activations to ensure High Noon remains the leader in the spirits-based RTD category.
Trend Observation: Provide professional feedback on general market conditions and consumer behavior. This includes identifying "hot" new venues, shifts in consumer flavor preferences, or emerging lifestyle trends within your territory.
Strategic Feedback Loop: Share documented insights and field photos with SG’s management team and client partners. These observations are critical for "program optimization," helping High Noon and Lucky One decide which tools and strategies are working best in the field.
Compliance & Professionalism: Ensure all reporting is conducted ethically and professionally. You will focus on market-level observations and public-facing execution.
CORE COMPETENCIES
As the High Noon / Lucky One Activation to Impact Specialist is responsible for driving brand growth, advocacy, recruitment and visibility in their market the following competencies are required:
- Deep understanding of the High Noon and Lucky One consumer – from how they speak and dress to their personal interests and future aspirations
- Maintain working knowledge of the category, competitive landscape, and emerging trends to inform brand strategy and execution
- Develop and implement trade and consumer advocacy initiatives, including educational presentations, storytelling, and brand experiences that align with the four advocacy pillars: Availability, Visibility, Advocacy, and Promotion
- Build and nurture relationships with key accounts, distributor partners, sales teams, and local trade influencers to ensure strategic alignment and excellence in execution
- Plan, execute, and evaluate consumer activations and trade events, ensuring best-in-class experiences and effective post-event debriefs
- Serve as a local brand champion—advocating for High Noon and Lucky One across the on-premise community
- Partner with Gallo and distributor sales teams on joint business planning, KPI achievement, and reporting of performance metrics and competitive insights
- Support the development and deployment of POS, marketing collateral, and digital marketing initiatives to amplify brand presence
- Demonstrate intrapreneurship, innovation, and accountability in all aspects of role execution
IDEAL CANDIDATES
To succeed in this role, the ideal candidate should demonstrate:
Professional Presence: The ability to represent a world-class spirits brand with energy and maturity.
Persuasive Communication: Comfort in educating and influencing hospitality professionals and consumers.
Attention to Detail: A sharp eye for maintaining "picture-perfect" branding and accurate reporting.
Strategic Thinking: The skill to see beyond a single bar and understand how their territory contributes to the brand’s overall "Impact."
Multi-Stakeholder Relationship Management: The capability to balance the needs of Agency leadership, Brand Clients, Distributors, Retailers, and Consumers simultaneously.
QUALIFICATIONS
Minimum Qualifications
- Bachelor’s Degree plus 1 year experience in a marketing or sales role relevant to Alcohol Beverage, Hospitality, Culinary, or Agency
- Strong understanding of the local market, key accounts, and consumer dynamics.
- Demonstrated passion and curiosity for arts, building brands, and innovative consumer experiences
- Valid driver’s license, safe driving record, and a reliable vehicle. Must pass an MVR check and obtain any required state driver’s license within 30 days of hire
- Must be 21 years of age or older and able to obtain any required local or state liquor license.
- Willingness to travel up to 10% of the time for training, meetings, or events, in addition to mandatory local market travel requirements 100% of the time
REPORTING RELATIONSHIP AND EVALUATION
Reports directly to and is evaluated by the company’s Regional Director, either Northern, Eastern, or Western, in your respective territory.
The above description is intended to describe the general content of and requirements for the performance of the job of the High Noon / Lucky One Activation to Impact Specialist. 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.
