2026 KPIs

• Brand Education KPIs

  • Liquid to Lips Education

    Executed scheduled educational opportunity with 3+ on- or off-trade gatekeepers focused on brand intrinsics, product storytelling, and cocktail application. Educations should increase advocacy, influence menu presence, and drive velocity at key accounts. L2L events comes in the form of a more informal setting.

  • Masterclass

    Same as above, but more substantial, where the Brand Ambassador speaks for 20 min or more as the expert on the brand.

• Brand Activation KPIs

  • Ad Hoc Activation

    A one-off activity outside the standard program calendar. These are typically responsive, driven by timely opportunities, local events, or last-minute partnerships where the trade or Commercial team is pulling the BA in, such as Whiskey Fest, Softball tournaments, Happy hours etc.

  • Brand Program Execution

    A brand-specific task given to the BA as a central Category Team requirement. Programs are outlined in AOP with consistent execution style and voice (e.g. Ocean and Oysters, Taste of Nature, Oaxacan DInner, Club Lillet etc)

  • Brand Team / Pillar 1 & 2 Initiative

    National or regional brand-led programs provided by the Brand or Advocacy Pillars 1 & 2. Programs may include innovation launches, sampling activations, or priority campaign events as well as Pernod Academy needs. (i.e. Exploration Guild, SXSW, SPD, etc)

  • Trade-Focused Experiential Activation

    Brand Ambassador-led events designed for a trade audience and centered on education, category leadership, or innovation. Events must be concepted, hosted, and recapped by the BA with a focus on high engagement, industry impact, and brand positioning.

  • Strategic Industry Collaboration

    Joint ventures with a respected industry peer, venue, or brand partner that drive cultural relevancy and professional visibility. These can include limited-time menu features, co-hosted events, or content drops that amplify brand reach through trade alignment.

• Training

  • Internal /Sales Partner Training

    Lead a training sessions for distributor teams or internal stakeholders, including PRUSA, Brand Teams, Sidecar, or local market reps. Trainings should support national programming, innovation launches, and commercial alignment as well as P2; Pernod Academy

• Media

  • Earned Media & Public Relations

    Achieve a feature in a public-facing media outlet for yourself or your brand programming. Examples include podcasts, interviews, published articles, or TV appearances that align with the brand’s voice and help build awareness across the trade or consumer landscape.

• BA Program Optimization

  • Field Alignment & Acceleration

    In-market working session with a Sales counterpart (e.g., CDM/PSM/MM), intended to drive shared brand priorities, strengthen account relationships, and ensure alignment on goals and messaging. Activities should be hosted in the Sales person's account and may include co-hosted trainings and collaborative event planning — all aimed at enhancing impact through strategic partnership.

  • Regional BA Engagement

    Senior Brand Ambassadors support activations and high-visibility activity by coaching and mentoring the regional team, to ensure highest caliber execution, attention to detail, and the maximum stretch of funds and impact.