Brown-Forman Portfolio Brand Manager, Netherlands & Ireland in London, United Kingdom
Role scope - the Portfolio Brand Manager dedicated to the Netherlands and to Ireland addresses that required focus. This position plays a pivotal role in the development and implementation of B-F brand strategies and initiatives. The Portfolio Brand Manager enables the BAI team to sharpen precision planning and enhance the quality of implementation locally.
Working as part of the BAI team the Portfolio Brand Manager is expected to drive the continued profitable growth and equity of the portfolio currently activated.
Context - BAI is composed of five attractive markets: Belgium, Netherland, Switzerland, Austria and Ireland. This cluster contributes significantly to the performance of the Northern Europe Area.
Team - the team consists of a General Manager, a Group Marketing Manager, a Senior Portfolio Brand Manager, a Portfolio Brand Manager and a Finance Manager, all dedicated to the cluster. We collaborate with 3 rd party distributors in 3.
Deliver the annual volume, SNS and brand profit targets for the BF portfolio, working with the Marketing Manager and other BAI team members
Develop annual brand plans in collaboration with local teams and BAI Marketing Manager
Lead implementation, evaluation and course correction as necessary, to ensure budget depletions are achieved.
In collaboration with the Marketing Manager & the UK innovation team lead the development of new product launch plans.
Closely monitor and optimize A&P spends in order to deliver consumer, commercial and business objectives.
Brand Plan Activation
Secure the implementation of innovative, engaging and integrated brand plans for key brands and future portfolio expansions.
Be responsible for all marketing implementation and quality of execution.
Lead development of best in class TTL communication platforms: lead the local distributors & local media partners, including the Marketing Manager in the process and closely collaborating with Regional teams and Global teams where necessary
Organise deep post media and festival analysis & evaluation of implementation to provide recommendations and inform future planning.
Include responsible drinking as major component in brand building plans & activities, to educate consumers on responsible consumption & drive a positive point of differentiation for BF and its brands.
Trade & consumer understanding and analysis
Since we work with 3 rd party distributors, we are continuously building intelligence regarding the trade. The chosen candidate will delve deeper into the trade environment to identify key drivers of select off- and on-premise accounts; analyze the differences in operation between the different on-trade accounts, their importance in promotions etc.
Build sharp insights through the following to help the Marketing & General Manager in their decision & recommendations:
Conduct regular markets and brands situational analysis to identify consumer, commercial and business issues & opportunities to address in annual brand plans
Elaborate monthly report for each market
Analyze current performance, trends, market conditions, and other contributing factors using all relevant sources - Nielsen, IWSR, IGD retail tool
Deepen our consumer understanding & trends that will unlock decisive insights:
Recommend, commission and deeply analyze the quantitative and qualitative studies to provide insights led strategic recommendations to the Marketing Manager
Full use of all relevant complementary sources of information, Radius, media partners, spirits and whisky fairs, bar show etc..
Distributor Engagement and motivation
RTC models involve a 3 rd party distributor with local brand managers, with varying degrees of focus on BF brands. The Portfolio Brand Manager will contribute to increase and improve the motivation and dedication of our partners.
Contribute to increase BF influence
Contribute to build the overall marketing blue print of tools and programs
Secure regular visits to all markets to track progress against targets and evaluate the level quality of our presence and execution for our brands.
· Coordinate between BF and the distributors for new launches, POS, limited editions in terms of logistics - POS materials and gifting from Prague (fuel new offerings and follow up, manage orders, and invoices), Special and limited editions – allocations, follow up (gold medals, Distillers editions, Buy the Barrel etc..)
· Share best practice with other Northern Europe Marketing team members
The ideal candidate will have:
Full marketing mix and at least 3 years previous brand management experience
ATL & BTL projects and agency management (incl. agency recruitment, agency briefing)
Digital and Social Media strategy and activation experience
Pricing & promotional plan development with Sales, Trade Marketing and Finance
Qualitative and Quantitative consumer research
A&P budget management
Brand performance and brand health analysis and reporting
Cross functional project management (to be able to liaise with distributor partners, BAI team, BF regional / global teams)
For more than 145 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Jack Daniel’s & Cola, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Gentleman Jack, Jack Daniel’s Single Barrel, Finlandia, Korbel, el Jimador, Woodford Reserve, Old Forester, Canadian Mist, Herradura, New Mix, Sonoma-Cutrer, Early Times, Chambord, BenRiach and GlenDronach. Brown-Forman’s brands are supported by nearly 4,600 employees and sold in approximately 160 countries worldwide
For more information about the company, please visit http://www.brown-forman.com.
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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: Europe
Country: United Kingdom
Req Type: Exempt