Proximo Head of Brand Advocacy

Overview

We are looking for our next Head of Brand Advocacy leader to drive brand affinity and long-term advocacy for 1800 Tequila by delivering engaging brand experiences and building meaningful relationships across key audiences, including trade, media, influencers, and consumers.

This role serves as a visible representative of the brand, bringing its heritage, production, and positioning to life through education, storytelling, and in-market engagement. The position requires strong communication skills, relationship-building capabilities, and the ability to operate effectively in dynamic, high-energy environments.

Key Responsibilities

• Storytelling, Education & Brand Representation: Deliver engaging, culturally rich brand narratives across trade, media, influencer, and consumer audiences. Lead brand education at national trade conferences, key accounts, on-camera appearances, interviews, and digital content, representing the brand with authenticity, energy, and credibility.
• Tequila & Heritage Expertise: Act as the single source of truth on tequila production, Jalisco heritage, and the 1800 Tequila legacy. Embody and communicate the values of a premium, heritage-driven brand through all touchpoints.
• Relationship Building & Advocacy Development: Build and sustain authentic relationships with bartenders, trade leaders, media, influencers, consumers, distributors, and key internal stakeholders to inspire brand loyalty and convert stakeholders into advocates.
• Trade, Media & Influencer Engagement: Lead and support tastings, interviews, distillery experiences, and educational programs (virtual and in-person). Maintain a credible social media presence aligned with brand positioning and participate in earned media opportunities across national trade and consumer channels.
• Internal Leadership & Collaboration: Partner cross-functionally with brand, advocacy, and regional teams to align brand positioning, support in-market training, share competitive insights, and contribute strategic and creative ideas to brand planning.
• Commercial Partnership & Business Impact: Collaborate closely with distributors and key accounts to drive advocacy, brand preference, and commercial results through innovative activation and education strategies.

Role Qualifications

• Expertise & Knowledge: Deep, credible knowledge of tequila production, Jalisco geography, brand heritage, industry regulations, and premium quality standards, communicated with cultural authenticity and accuracy to diverse audiences. Deep love and appreciation for the Tequila category.
• Spirits & Mixology Experience: Strong background in spirits and bartending/mixology through professional experience or personal interest. Spirits certifications preferred (AWS Level 2 and above).
• Communication & Organizational Skills: Excellent storyteller with demonstrated excellent communication skills: verbal and written. Strong organizational and project management skills.
• Language Requirements: Fluent English and Spanish (written and conversational knowledge with ability to read and interpret documents).

The annual range for this role varies between $135K – $150K and may vary depending on the candidate’s experience.

GMR is an equal opportunity employer and does not unlawfully discriminate against employees or applicants for employment based on race, color, sex (including pregnancy), sexual orientation, gender identity or expression, religion, national origin, citizenship status, age, genetic information, physical or mental disability of an otherwise qualified individual, membership or application for membership in a uniformed service, engaging in legally protected activity, or any other characteristic protected under applicable law.