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Global Brand Manager

Brown Forman Corporation
Closing date
15 Jun 2021

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Marketing & PR
Contract Type
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Job Details

Meaningful Work From Day One:

The Global Brand Manager role reports into the Global Brand Director role and is a key member of the Jack Daniel's Global Team. She/He will be an integral part of the group responsible for the deployment and activation of the Global business strategy, in service of achieving its vision of being the most valuable and iconic premium spirit globally.

This responsibility covers the full range of influences on brand and portfolio value creation - sometimes referred to as the "Five Ps" - and demands a strong grasp of the many components of the "Art & Science" of brand building. Ultimate success in the position will be assessed via a blend of brand performance metrics and leadership effectiveness.

The Jack Daniels brand is one of the most valuable badge brands in the world and has consistently featured in that 'rarified air' space commanding both a premium price and volume. Ultimately, our role is to ensure its very long term health and growth.

What You Can Expect:

Responsible & Inclusive Marketing

Embed a D&I mindset into everyday work to manage unconscious biases and promote inclusivity

Champion Brown-Forman's "Many Spirits, One Brown-Forman" D&I Strategy and actively engage in their own continued growth in this space

Identify multi-cultural insights that inform diverse marketing strategies across different consumer groups. Lead brand campaigns that reflect a diverse consumer population

Communicate with consumers through responsible placement and build content that advocates responsible use of B-F products, by applying Brown Forman and industry group guidelines, whilst remaining on brand and consistent with brand equity

Brand & Portfolio Architecture

Portfolio Architecture: Manage analytics to support Portfolio Architecture development. Identify and recommend opportunities for current and future portfolio development. Familiarity with our competitors' Portfolio Architecture and strategy

Lead the development/deployment of Brand Guidelines and ensure the Brand Guidelines are refreshed to reflect changes to the Brand & Portfolio Architecture

Coach and influence JD global community on how to express the brand to create meaningful difference and ensure global/local alignment

Have an in-depth understanding of brand's latest consumer & shopper insights and ensure they are relevant and geared towards brand growth

Contribute to the setting of brand health measures and KPIs. Track and share brand health KPIs at regular intervals. Recommend course corrections when necessary. Ensure local activities reinforce the Brand Positioning Statement


Lead development of the Brand Plan, working with cross functional partners to ensure the Strategic Priorities are broadly understood and properly incorporated

Portfolio Strategy: lead development of the portfolio strategy, including the priority placed on brands, sub brands, segments and SKUs within it

Develop a deep understanding of the drivers of value growth across the Jack Daniel's brand and partner with Jack Daniel's finance, region, and market teams to drive business results. Consider levers of growth and how to align brand plans, strategy and resources (price, mix, geography, channel, resource allocation etc) to meet growth targets

Participate in and influence critical portions of the planning cycle to include S&I, Brand Planning, Resource Allocation, and long term strategy development

Partner with Planning & Insights to develop hypotheses, research, and understand the consumer to address growth opportunities & strategies

Brand Communications

Contribute to development of the integrated Communication Strategy and ensure it harnesses insight appropriately. Have an in-depth understanding of the consumer journey and all its touchpoints. Consider communication with consumers & shoppers at contextually relevant touchpoints

Track impact of the Brand Communication Strategy and recommend refinements

Lead an internal & agency team to co-create Communications Briefs, securing alignment. Lead the briefing of agencies in a way that inspires creativity

Manage the execution of the Big Idea across a range of touch points using our range of distinctive assets

Manage production and, in partnership with the IMC team, the dissemination of creative assets in an efficient and timely manner at a world class level. Work closely with IMC teams to ensure a learning loop to optimize the creative, media, channel, and investment

Oversee the relationship with our agency of record by connecting and collaborating with agency leadership. Lead annual review and scope of work process to ensure alignment and budget constraints

Development/Execution/Evaluation/Optimization of Brand Platforms / Programs

Proactively develop, manage, evaluate and optimize key brand platforms and programs that can be executed at multi-market scale

Lead a culture of 'continuous learning': Evaluate overall brand opportunities, market needs and program effectiveness to develop brand platforms and programs that grow the brand

Complete robust analytics and diagnosis of business and consumer issues and opportunities to influence brand plans globally and in local markets

Lead a "learning loop" that evaluates performance, addresses new opportunities, and shares best practices with regions and local teams

P&L and Budget

Manage the P&L and seek opportunities to improve profitability through optimization of the 4 Ps. Manage the brand budget, and work with Finance colleagues to identify issues and recommend corrections
Packaging / Visual Brand Identity

Manage any changes or updates to brand packaging as well as the visual identity system to ensure consistency and freshness of design

Lead Global Gift & Limited Edition package concepts from design to execution. Collaborate on any regional or local packaging initiatives to ensure brand consistency.

Production & Supply Chain Engagement

Build relationships with key stakeholders in supply chain and production to manage high level demand planning, production change management, Sku Rationalizations, Legal and Regulatory change impacting supply chain.

Ensure highest product quality working with Master Distiller and R&D to build brand value

Homeplace Engagement

Work proactively with the homeplace director and staff, including Distillery and production leaders, to influence and partner on brand and homeplace strategy and initiatives

Visit the distillery as the face of the brand and monitor the consumer experience to ensure best in class execution and brand building opportunities with visitors.

Legal / Compliance / IP Review and Protection

Work Regularly with JDPI, legal, and compliance to understand aspects of brand protection and influence the decision making process around proactive and reactive brand protection efforts

Understand landscape of responsibility and regulations to ensure compliance and brand reputation management

We Are Looking For People Who:

Bachelors degree plus 8+ years of relevant marketing experience

Demonstrated experience in developing, executing and managing programs or promotions

Proven Business and Financial acumen

Strong interpersonal skills and ability to operate effectively in a collaborative matrix environment

Highly sophisticated communication skills and a proven record of influencing without authority' (i.e. not relying on reporting structures to align with stakeholders on key decisions)

Experience working with outside agencies (POS development, advertising...)

Demonstrated ability to develop and execute innovative "big ideas"

Strong analytic skills and the ability to turn "insights to actions"

Strong results orientation, with a track record of delivering

Ability and willingness to travel 25-30% of the time, including some weekends

What Sets You Apart:

Spirits/Beverage Alcohol or Premium Lifestyle brand experience

Global or regional experience and relationships established

Proven successful experience in new product development and innovation

Which behaviors and capabilities will make someone successful in this job?

Key Connections:

The global Jack Daniel's role is unique in that it influences, builds relationships and connections across functions and a broad spectrum of internal and external stakeholders. The following stakeholders are essential points of connection for this role:

JDFOB Leadership Team - all

Brands Leadership Team - particularly Planning & Insights and IMC teams

Regional and Country Marketing Directors.

Key market JD and Marketing leaders

Jack Daniel Distillery teams - in particular, GM, Master Distiller, Assistant Distiller and Homeplace Director

Other functions such as R&D leadership, JDPI Team and Licensing Team

Global creative and media agencies

Desired Leadership Characteristics (based on OSL Standard):

An enterprise mindset. Connects strategies to overall corporate goals and understands broader context

Agile Learner. Asks highly insightful questions and acts swiftly and effectively

Inclusive. Values different perspectives and fosters inclusion

Coach & Talent Developer. Seeks to grow and empower others to make decisions that impact the enterprise

Influential. Leverages communication skills and executive presence

Highly Sophisticated Communicator. Considers a wide array of people, functions, and perspectives in order to enable collective leadership

Nothing Better in the Market:

Total Rewards at Brown-Forman is designed to engage our people to ensure sustainable and profitable growth for generations to come. As a premium spirits company, we offer premium and equitable pay. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce. We are dedicated to creating a responsible drinking culture, providing a safe, inclusive, and engaging workplace, protecting the environment, and making a positive contribution to our communities.

Locations considered for this opening:

B-F Headquarters office in Europe

Remote work from home set-up in Europe

This position is posted with multiple locations, you only need to apply to one of the postings to be considered for all locations and/or the remote work option.
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