Excel Sports Management is an industry-leading sports agency representing top-tier talent, blue-chip brands and marquee properties. Our success is rooted in our people, our high character reputation and our commitment to creating a diverse and welcoming workplace. We focus on team chemistry, collaboration, strong relationships, valuable networks, and ambitious ideas to deliver innovative solutions that keep our clients and agency ahead of the curve.
Excel Sports Management is an Equal Opportunity Employer (EOE).
About the Position
Culture Ambassadors on Team Hennessy have their finger on the pulse of today's trends and networks. As a member of Team Hennessy, you must have the ability to foster relationships that establish a presence amongst popular culture and unique subcultures. Team Hennessy will continue to build on its legacy by championing the next generation of influencers as the plug to credible local partnerships and engagement around culturally relevant moments.
Team Hennessy Profile
Team Hennessy builds vital relationships and explores new opportunities to enhance consumer engagement for Hennessy. They craft compelling content to achieve measurable results across social media, e-commerce, on-premise, non-premise, influencer outreach, and activations at culturally relevant events.
We seek an individual deeply connected to multiculturalism with a strong passion for community. This candidate should effectively influence and engage diverse communities, maintaining an authentic connection for local, national, and global impact. The role plays a key part in enhancing Hennessy's lifestyle presence through targeted, diverse programs and events in fashion, music, art, and culture.
Successful candidates focus on community engagement over celebrity influence and celebrating others' successes. Immersed in local subcultures, you serve as a trusted resource, seamlessly integrating Hennessy into the thriving lifestyle scene. This candidate is deeply committed to the success of their city, prioritizing victory at any cost. They are dedicated to sharing Hennessy experiences across a broader territory and are enthusiastic about embracing and connecting Hennessy with all subcultures within the city. Your ability to connect with various people and build relationships adds credibility to advocate for Hennessy in culturally relevant spaces.
Team Hennessy works within the Hennessy Brand Activation & Experiences Department and will collaborate with the Consumer Engagement Team, National Hennessy Brand Team and the local MHUSA Demand Creation and Commercial Excellence teams to create opportunities to drive Hennessy visibility and consumption in the on premise, non-premise, influencer outreach, activations surrounding culturally relevant and private events.
The Team Hennessy Culture Ambassador is managed by the Culture Ambassador Lead and reports directly to the Account Director, Team Hennessy.
The home base for this job is New York, NY working with the target consumers in the surrounding metropolitan areas.
Primary Responsibilities/Activities:
Program Management
- Drive Hennessy lifestyle awareness and influence, solidifying the brand as the premium spirit of choice.
- Utilize a personal celebrity and influencer network to connect Hennessy with key figures in sports, music, art, film, fashion, culinary, and nightlife.
- Increase brand visibility and amplification across the Hennessy portfolio through knowledge and strategic engagement.
- Foster local and national connections, particularly with the 21-29 target market, through immersive experiences, digital platforms, community initiatives, and high-energy activities.
- Evaluate and report on national and local competitors to provide competitive updates and marketing insights that can capture additional market share, enhance innovation, and improve volume growth.
- Drive measurable achievements for social media engagement, reach and meet MHUSA approved KPIs such as follower count, number of posts, avg. reach, avg. engagements, avg. engagement rate, total clicks, and CRM sign ups.
- Assist in the creation of video recaps that drive social media shareability, and to be shared on Team Hennessy social media accounts and Hennessy social handles.
Event Execution
- Lead the development and execution of Team Hennessy focused responsibilities during MH big bet moments. Tasks include, but not limited to, planning, guest recruitment, event production, and hosting.
- Ensure proper event management procedures and protocols are adhered to in connection with events activated directly by Team Hennessy.
- Execution of the following:
- Daytime: Create unique and dynamic programming around festivals and daytime events that elevate the brand from competitors.
- NBA Culture Strategy: Identify and champion cultural curators around the NBA and local teams.
- Always on Cultural Strategy: Develop an always-on cultural moments calendar with relevant engagement opportunities.
- Sponsorship Strategy: Present and manage the execution of culturally relevant partnership opportunities that position Hennessy as a cultural leader and integrate the brand in a resonant and luxury manner.
- Seeding Strategy: Identify seeding moments to engage consumers and influencers and post on social channels.
- Influencer Seeding: Identify influencers for product placement and gifting.
- Plan, forecast, and manage program budgets –ensuring efficiencies, etc.
- Manage third-party vendor contracts and relationships as needed.
Social Media
- Amplify creative brand activations/programming through a cultivated social media presence that aligns with brand identity and target demographic trends, as well as corporate compliance policies.
Report Management
- Accurate and timely submission of monthly expenses in line with the Company’s T&E policy.
- Provides timely submission of calendar and reports as directed.
- Provides market updates via weekly call or other reporting mechanisms on consumer activities, trends, drinking patterns, peak selling opportunities, and competitive intel.
- Provide sentiment tracking and consumer interest reporting no less than 1x a month.
- Report on progress as well as post-activity reporting per MHUSA approved templates and timelines.
- Deliver monthly program recap and event recaps with KPIs: consumer data, social media metrics and key learnings.
- Participate in monthly meetings with commercial team to share activity by market.
- Provide key learnings post events and share new thinking on ways to enhance and maximize events and resulting press.
Relationship Management
- Connect with local market leaders that authentically align with Hennessy’s brand ethos to deepen brand presence and impact within multi-diverse communities.
- Collaboration with Brands partner agencies (social, PR, Radio, etc.) lead to activate local opportunities as directed.
Qualifications
- Minimum of 5-7 years luxury experience in radio/tv, music, fashion, art, sports and/or promotions/nightlife, and/or other entertainment-related fields
- Exemplifies the brand's core values of elegance, epicureanism, integrity, and luxury
- Recognized as a community leader and cultural connector within the local market
- Active presence in local subcultures, demonstrating an understanding and appreciation for diverse communities
- Active social media presence with a demonstrated ability to engage and connect with audiences, with a preference for authentic engagement over follower count
- Passion for and experience in beverage-alcohol sales and marketing
- Ability to maintain professionalism in a corporate environment, showcasing strong communication, organization, and follow-through skills
- Literate with Word, Excel, PowerPoint and Google Workspace
- Ability and willingness to work nontraditional hours, including nights and weekends
- Flexibility to travel as needed, both domestically and occasionally internationally
- Based in the local market area for the position
The pay range for this position is $90,000 - $100,000 per year. This position is also eligible for benefits and discretionary bonus.
Please note that the foregoing compensation information is a good-faith assessment associated with this position only and is provided pursuant to the New York City Salary Transparency Law.
Ultimately, the salary may vary based upon, but not limited to, relevant experience, time in role, business sector, and geographic location, among other criteria.
This position is not eligible for sponsorship.
Excel Sports Management provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, sexual orientation, gender identity and/or expression, genetic information, marital status, status with regard to public assistance, veteran status, or any other characteristic protected by federal, state or local law. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, leaves of absence, compensation and training.
