Head of Education and Advocacy

Head of Advocacy & Education ​

Location: Ciudad de México

Pernod Ricard is a global company of premium wines and spirits. We’re the team behind leading brands such as ABSOLUT® Vodka, Jameson® Irish Whiskey, Malibu®, Kahlúa® Liqueur, Beefeater® Gin, and Avión™ Tequila — as well as many other exceptional wines and exquisite champagnes!

Working at Pernod Ricard is all about bringing conviviality to life in everything we do. Derived from the French word convivialité, it means human connection, authenticity, friendliness, and joy. Conviviality is the driving energy — the central spirit — of how we live and work at Pernod Ricard. Here, we are team players, dream makers, pioneers, movers, and shakers. We are passionate about living life to the fullest, making a new friend every day, and realizing our potential as individuals and as a company!

At Pernod Ricard, your safety and well-being are our top priority.

Job Purpose

Advocacy and Education sit at the core of how House of Tequila inspires the world to value, enjoy, and champion Mexico’s most iconic spirits. Reporting to the Brand Architecture & Activation Director, as Head of Advocacy & Education, you will lead the global strategy that shapes how bartenders, trade partners, and cultural communities connect with our brands: emotionally, intellectually, and experientially.

Your mission is to elevate the quality perception of our tequilas and mezcals through meaningful engagement: empowering hospitality professionals, educators, and internal teams to become true ambassadors of Mexican craftsmanship and culture.

You will design a global Advocacy & Education roadmap that blends expert training, immersive experiences, culturally relevant partnerships, and hospitality excellence, all with measurable business impact. This role is both strategic and creative, requiring you to build programs that spark curiosity, deepen expertise, and leave a lasting impression on every person who encounters House of Tequila.

Working closely with Comms & Content, Architecture & Activation, and our global markets, you will help bring our brand worlds to life — from bar trainings to digital learning, from global activations to unforgettable experiences in Mexico.

This is a role for a leader who believes in the power of community, culture, and hospitality to build brands people love.

Responsibilities

A. Global Advocacy Strategy

• Define and lead an inspiring global Advocacy & Education strategy for House of Tequila, in close partnership with the Advocacy COE and brand teams.
• Build a clear, scalable roadmap for trade engagement that prioritizes the right markets, platforms, and communities to amplify brand quality and cultural relevance.
• Set global KPIs, measurement frameworks, and learning cycles to continuously improve advocacy impact.

B. Education Platforms & Programs

• Design and evolve educational programs that deepen expertise, inspire curiosity, and bring our brands’ stories to life across trade, internal teams, and ambassadors.
• Oversee creation of global toolkits, training modules, and digital learning experiences that combine cultural richness with professional relevance.

• Ensure all ambassadors deliver consistent, premium, and culturally respectful education aligned with brand strategy.

C. Community & Partnership Development

• Build authentic, long-term relationships with the global hospitality community, including top bartenders, educators, trade influencers, and cultural leaders.
• Represent House of Tequila in key industry forums and events, strengthening our voice and leadership in the world of agave spirits.
• Support markets in creating vibrant, sustainable advocacy ecosystems that combine expertise, community, and commercial impact.

D. Brand Homes & Hospitality

• Lead and elevate the Brand Homes in Arandas and Oaxaca to deliver exceptional hospitality and memorable brand experiences for internal teams, trade partners, and cultural guests.
• Define and oversee the guest experience for both sites, ensuring every visit reflects our brand worlds, craftsmanship, and Mexican hospitality at its best.
• Set standards, training, and operational excellence for onsite teams to guarantee consistency, professionalism, and premium delivery.
• Turn Brand Homes into advocacy engines by leveraging visits, content opportunities, and cultural moments to inspire deeper brand understanding and long-term advocacy.

E. Cross-Functional Collaboration

• Work in close collaboration with the Brand Architecture & Activation Director to ensure advocacy seamlessly supports brand building, portfolio strategy, and commercial objectives.
• Partner with Comms & Content to amplify advocacy stories globally and turn expertise into powerful brand narratives.
• Work closely with Markets to adapt programs to local cultures and realities, ensuring relevance and excellence in execution.

F. Team Leadership

• Lead, mentor, and inspire a team of ambassadors and educators, fostering a culture of curiosity, professionalism, cultural respect, and passion for Mexican spirits.
• Ensure ongoing development of the team through coaching, feedback, and opportunities to grow as global brand advocates.

Job Requirements

• University degree in Marketing, Business, Hospitality, or related field.
• Minimum 10 years’ experience in brand advocacy, trade marketing, spirits education, or hospitality leadership within the premium beverage industry.
• Proven track record building or scaling global advocacy, education, or ambassador programs.
• Experience managing ambassador teams, industry partnerships, and high-profile trade activations or educational initiatives.
• Demonstrated ability to work cross-functionally with marketing, commercial, and communications teams.
• Fluency in English and Spanish required.

Job Posting End Date:

Target Hire Date:

Target End Date: