What You Will Do in This Role
All B-F Marketers will be expected to be leaders in building “best in class” brands, marketing programs and capabilities and to drive the Corporate and USA&C marketing strategies. For marketing, all managers must have or develop an acumen for eight key capabilities;
Identifying consumer and brand insights that lead to growth,
Developing strategies that capitalize on brand opportunities
Creating brand and portfolio architectures that exceed consumer/shopper needs and build equity,
Driving business results in the near and long-term,
Developing new products that deepen engagement and create competitive advantage,
Crafting brand communications that deepen relations between consumers/shoppers and our brands,
Building integrated digital marketing strategies that drive business value, and
Winning at the POP/POC to drive purchase intent.
You Can Look Forward To
This role is responsible for leading the growth of the Woodford Reserve Trademark in USA&C, and is identified as one of the top priority growth brands. The scope of work for this role includes assisting the Group Brand Director in creating, executing, and evaluating highly innovative strategies and brand building programs for the Woodford Reserve Portfolio. This role will work in conjunction with the Woodford Reserve Double Oaked Brand Manager.
What You Can Expect:
Accountable for the plan and profit delivery for USA&C
Manage and exceptionally execute national brand plan working closely with Brand Integration Director, Field Marketing Managers, sales teams, home-place team, and agency partners
Maintain high level of interaction and build constructive, business building relationships with sales team in key Woodford growth markets to ensure strong execution and drive growth plans within the field sales teams
Establish a plan to cultivate the next wave of growth markets in conjunction with sales leadership
Serve as brand’s steward within USA&C and champion brand’s strategies and plans
Brand steward for Integrated Marketing Communications and key brand collaborator with IMC Manager
Develop robust marketing strategies and plans for both short and long-term profitability based on compelling insights and strong business analysis
Develop integrated national brand plan using the full marketing mix of advertising, promotions and trade
Drive the B-F Brand Growth Framework principles throughout the brand’s resource allocation process
A key member of the Brand Team with activities including best practice sharing across regions, marketing and sales plan development, leading region insights for communication and agency brief development
Provide leadership, mentoring and guidance to brand and cross-functional teams as well as agencies.
Collaborate with multiple internal and external stakeholders including Sales and Distributor teams, Brand Integration Director, PR Manager, IMC Managers, Innovation Manager, Sales Promotion Manager, Finance, agency partners, home-place team and retailers.
What Exactly Are We Looking For?
B.A. plus 7+ years marketing in a consumer goods environment in positions of increasing responsibility.
Demonstrated experience in developing, executing and managing brand plans.
Strong verbal and written communicator
Strong interpersonal skills and ability to operate effectively in a collaborative matrix environment
Understanding of and ability to work with commercial teams to accomplish shared goals
Brand championship and an ability to persuade and invigorate others toward a common goal and success
Experience working with and managing outside agencies (POS development, PR, Events, Advertising....)
Demonstrated ability to develop and execute innovative “big ideas” that grow brands
Strong analytic skills and the ability to turn “insights to actions”
Strong results orientation, with a track record of superior financial performance
Ability and willingness to travel 20-25% of the time, including some weekends
What Sets You Apart?
Experience building a successful spirit or luxury brand in the U.S.
New product experience
Luxury or Super-premium brand experience
Brown-Forman Corporation is committed to equality of opportunity in all aspects of employment. It is the policy of Brown-Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.
Business Area: USA & Canada
Req ID: JR-00002794