Armand FaureBrand Activator Ghana

Testimonial

How did you get involved in spirits?

I was born and bred in Nice, France, where we have a strong connection to our roots: local food, wine and spirits and a culture of togetherness. However, for as long as I can remember, I wanted to see new places and meet new people to discover their way of life. With a master’s degree in politics and communication moving from one experience to the other, I ended up interning in a French spirits company, where everything started to click.

 

How did you find Rémy Cointreau?

I knew about the company, thanks to my interest in iconic French spirit brands. I also remember Rémy Cointreau being regularly referenced during my studies as an example of a family venture that has obtained international success. A friend of mine was working in the company, and his enthusiasm convinced me that Rémy Cointreau offered the type of environment I wanted to be part of. 

 

What made you want to do a V.I.E?

It was everything I was longing for: to meet new people, create a life abroad, and to give my all for a job I love. You also realize that in doing V.I.E, you become part of a community.

 

Why Ghana?

Ghana is a fascinating country. It’s politically stable and has one of the fastest-growing economies in Africa. The coast offers breathtaking landscapes, and there is plenty to discover. Infrastructure is good and developing. You’ll find hotels, bars and restaurants that meet international standards. International companies from all sectors have an eye on Accra.

 

How did Rémy Cointreau prepare you for this role?

Rémy Cointreau has supported me since day one. From the HR team in Paris and Geneva, and the hospitality staff and ambassadors in Angers and Cognac, to my managers in South Africa, I could not be more thankful. They know what it takes to move to Africa in a junior position. Everyone made me felt like I was part of the team and that they were putting their trust in me. I was sent to Cognac and Angers and met the brand managers in Paris prior to my departure. Once on the field, I received continuous support for all administrative procedures.

 

What is unique about your role?

My job is to create special moments of joy, sharing and discovery—how unique is that? In this role, you need to find balance between two key aspects: The first is exploration. You need to remain curious, eyes and ears wide-open. The second is that you need to have self-confidence when dealing with experienced international professionals. You need to firmly believe in what you do and in your brands. You have to embody the company even when you’re not working. You are an ambassador for its reputation. What also makes it unique is that we are growing as a business in an unfamiliar environment, so it’s thrilling to be part of the process.

 

Can you describe a typical day or week?

The job revolves around four pillars: event coordination, market studies, collaborating with your local agent and reporting. Routine is a very vague concept for a Brand Ambassador. Within a week I’m planning the next brand activation and reviewing the previous one (budgets, promotional material, agencies …).  I schedule meetings to maintain relationships and keep opportunities coming. I conduct staff trainings, assuring we are aligned with local distribution, and I’ll work on reports to share with my team.

 

What is life like outside the job?

I feel like I’ve transposed most of what I used to do back home. I play rugby, so I found a local club in Accra! Beside this, dinners with my fellow V.I.Es, weekend getaways, live music, etc.

 

What advice would you share with others thinking about doing the V.I.E program?

Don’t do it because you feel like it will look good on your CV or because you’ll have more stories to share with your friends and family. Do it for yourself! A wonderful adventure is upon you: a life-changing experience with moments of bliss and challenges, but nothing worth doing comes easily. Every day, I wake up thinking I’m right where I’m supposed to be, doing what I’m supposed to do. It’s the best feeling in the world. I can only wish for everyone to feel the same way.

 

What makes Rémy Cointreau unique?

Rémy Cointreau has an exceptional brand portfolio. I particularly enjoy the focus on tradition, legacy, family and the genuine trust in one another. For a sports fan like me, I really feel like I have teammates.

 

Best V.I.E experience thus far?

Fishing with the locals in a little city by the sea called Ada. Surreal!

 

Favorite quote?

“Edit your life frequently and ruthlessly. It’s your masterpiece after all.” -Nathan W. Morris.