Activation to Impact Specialist - Buffalo, NY

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.

Essential job functions

• Bar Staff Education & Training
• 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.
• Branding & Visibility (Merchandising)
• 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.
• Consumer Engagement (Sampling & Events)
• 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.
• Market Intelligence & Field Reporting
• 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.
• Compliance & Professionalism: Ensure all reporting is conducted ethically and professionally. You will focus on market-level observations and public-facing execution.

CORE COMPETENCIES

• 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

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
• Absolutely 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