Brown-Forman LAC Marketing Manager in International,

Job Description:


General information:

The Brown Forman Latin America and Caribbean, (LAC), region is part of the CCSA region and includes the key markets of Argentina, Chile, Peru, Colombia and the Caribbean.

Scope of the Position:

The overall responsibility of the Marketing Manager is to lead the Marketing Organization in the LAC area. Working with the CCSA Marketing Director and LAC Area General Manager the role is responsible for setting the strategic marketing direction for a business of over 350k cases, $36 million in sales, and $20 million in brand profit.

The role is responsible for developing and overseeing the implementation of the Marketing and Portfolio strategies for the area, building the capability of the LAC Field Marketing Managers and providing leadership to them. The role collaborates with multiple internal stakeholders and involves closely working with the LAC Territory Managers, Field Marketing Managers and Distributor partners to ensure superb execution and evaluation of local marketing activities. A key responsibility of the role is to develop and oversee the execution of regional activities and marketing programs and to facilitate the sharing, adaption and adoption of good practice across the region.

Basic Functions:

Development of Long Term Strategic Marketing Plans

  • Develops overall marketing strategy for key countries and brands, including development of regional BMU strategic plans

  • Develops brand and portfolio strategies for the region in collaboration with CCSA Marketing Director and LAC GM. Key contributor to overall LAC strategy development, including LAC 2025 Plan

  • Responsible for providing regional category insights and trends

  • Responsible for monitoring consumer insights, tracking and reporting key consumer metrics in region

  • Evaluates and recommends current and future opportunities in the markets

Development of Annual Brand Plans

  • Leads annual brand planning process for the region

  • Assists Field Marketing Managers in development of S&I sessions. Plays an active role in S&I meetings and ensures alignment between key stakeholders and Global Brand teams

  • Assists Field Marketing Managers in development and communication of annual brand plans in collaboration with Distributor resources and Territory Managers

  • Defines and establish budgets, metrics and KPIs

  • Approves final brand plans, along with Territory Managers

LAC Marketing Planning

  • Develops and prioritizes LAC regional activities and programs

  • Evaluates and assists in execution of new business opportunities

  • Leads, prioritizes, manages and supports innovation/NPD opportunities in region as needed

Marketing Execution

  • Works closely with Field Marketing Managers to ensure best in class implementation in all trade channels. Evaluates performance of brand building activities

  • Supports local agency appointments, management and evaluation. Approves final agency contracts

  • Leads appointment, management and evaluation of regional agencies, as relevant

  • Establishes relationships with key suppliers and agencies to deliver appropriate regional toolkits/marketing platforms

  • Coordinates VAP and Gifting process for LAC. Approves final VAP quantities

  • Reviews briefs for all marketing activities/programs

  • Customizes global brand strategies to local market realities as needed

Distributor Relationship

  • Establishes effective relationships with distributor brand teams through the local Field Marketing Manager and Territory Manager in order to be able to provide input and direction to strategic development, business and portfolio strategies and special projects as necessary.


  • Link and key point of contact between CCSA region, Global Brand Teams and regional or local marketing resources within B-F and at Distributor. Gains necessary approvals and ensures alignment and communication among the stakeholders for the brand plans and strategic plans

  • Educates and communicates with relevant stakeholders inside and outside Brown-Forman. Effectively cooperates and communicates with the Sales, Digital Marketing, Innovation and Finance/Supply Chain functions in the organization

  • Establishes process and culture of good practice sharing, facilitates communication and dissemination of good practices and leverages these good practices across the region.

  • Provides ongoing feedback and reports on marketing activities, market visit summaries and pricing surveys

Allocating Resources Superbly

  • Defines A&P budgets together with the LAC GM, regional Territory Managers, CCSA Marketing Director and Field Marketing Managers

  • Assists Field Marketing Managers in tracking and reporting of A&P spend

  • Ensures resources (investment, people, time spent) are focused on key markets

People and Team Engagement and Management

  • Leads, managers and develops three Field Marketing Managers

  • Builds powerful, long lasting relationships with key stakeholders in the markets, such as Territory Managers, distributor brand management, B-F management, and 3 rd party service providers to advance the consumer franchise of our brands

  • Manages Field Marketing Managers to ensure best in class implementation of brand building activities. Develops and execute a capability framework for field marketing personnel

  • Works closely with Territory Managers to develop and train distributor Brand Managers

  • Leads the development of the marketing function across the area. (Culture, capabilities, language and talent)

  • Educates and implements BF policies of responsibility, particularly related to marketing practices

  • Makes decisions and take actions that drive social and responsible marketing

Must Experience:

  • Bachelor’s Degree in Business plus 10 or more years of Marketing experience

  • Marketing success in the FMCG industry with strategic roles

  • Portfolio brand management

  • Fluency in Spanish, English

  • Strong business acumen

  • Excellent leadership skills and interpersonal skills.

  • Excellent communication, (verbal and written)

  • Finance skills to create and analyze P&Ls and budgets

  • High level of computer literacy

  • Excellent leadership skills and people management experience

  • Travel across the region is required – approximately 50% of time

  • Wide-ranging experience of the major marketing disciplines: brand strategy development, positioning development, insight generation to unlock growth, short and long term brand planning, advertising, communications, CRM strategy development, media strategy and planning, digital strategy, pricing strategy, portfolio management and development, innovation and NPD, qualitative and quantitative research, major agency selection/management/contract development/remuneration and evaluation, TTL campaign development

Preferred Experience:

  • Alcohol beverage industry experience

  • Distributor level marketing experience

  • Master’s Degree in Business

#AC 1 #JDHoney&Glasses

About Brown-Forman:


Brown-Forman, founded in 1870, is a diversified producer and marketer of fine quality beverage alcohol brands. Headquartered in Louisville, KY, Brown-Forman currently employs about 4,000 people and has offices or facilities in 30 cities across the globe. Starting in the mid-1950s, the company began a series of acquisitions that would place it among the top 10 largest spirits companies in the world, selling its brands in more than 135 countries across the globe. These include many of the most well-known and best-loved wines and spirits brands, including Jack Daniel’s, Southern Comfort, Finlandia Vodka, Old Forester, Woodford Reserve, Herradura and el Jimador Tequilas, and Korbel champagnes. For more information about the company, please visit

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: CCSA

City: International

State: Int'l

Country: ZZ No Country

Req Type: Exempt

AutoReqId: 3571BR