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WEBINAR: Build a Better Brand Ambassador

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BUILD A BETTER BRAND AMBASSADOR is a webinar focused on creating the next generation Brand Ambassador: a sales-oriented, account-driving individual. Full of brand and category knowledge, loquacious and articulate, this individual delivers the brand pitch with aplomb and insider confidence. But also sharply focused on where the brand is at all times and dedicated to driving adoption and volume.

This new Brand Ambassador:

  • is trained in sales knowledge and technique and knows the difference between the hard and soft sell

  • can read a back bar or shelf in seconds to understand what the next 60 seconds should be in an account.

  • knows how to follow up, knows where best to spend the limited promotional dollars available;

  • knows how to work thrifty while looking extravagant

  • knows how to communicate effectively with the sales organizations in their region to move the needle.


ABOUT OUR PRESENTER: Robin Robinson is a private consultant to the American craft whiskey industry, where he helps small brands identify their unique narratives to penetrate and activate the marketplace; creates custom whiskey education for sales forces; and puts on quite a whisky show. Prior to that, Robin was instrumental in helping to build the Compass Box Whisky Co. in the United States as its U.S. Brand Ambassador and Brand Manager, where he was responsible for sales, retail and consumer education, and developing multi-tiered relationships through field marketing events, including tastings, pairing dinners, seminars, festivals, and social networks.

He has combined his background in theatre and technology sales with a life-long love for Scotch, Irish and American whisky and is in demand as a lecturer on these subjects. Robin created the popular "Whiskey Smackdown" series at the renowned Astor Center in New York; he has also taught at the Culinary Institute of America, the International Culinary Institute, the Boothby Center, The Flatiron Room, and various USBG chapters across the country. He has been featured in publications such as 201 Magazine, the Chicago Sun Times, AskMen.com, and the Heritage Network, and was recently awarded "Highest Commendation" from Whisky Magazine's 2014 Icons of Whisky.

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