Brown-Forman Global Digital Manager- el Jimador in Louisville, Kentucky

Job Description:

Coordinates With:

Regional Brand Managers, Global Marketing Team, Field Marketing Managers & Brand Champions, Multicultural Managers, Associate Brand Managers, Agencies (Global and Local) , B-F Information Technology Team


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, Global Brand and Marketing 150 strategies. For marketing, all managers need to superbly deliver against 4 key strategic goals: 1) Captivate the Consumer, 2) Innovate Across all Touchpoints, 3) Leverage and Strengthen the Portfolio, and 4) Make it Easy to Buy and Sell our Brands. Also, managers must model the 5 key differentiating capabilities: 1) BIG IDEAS – punch beyond our weight, 2) Consumer Understanding and Targeting, 3) Digital Marketing, 4) Design Excellence, 5) Analysis and Diagnostics.

  • As member of the Global el Jimador Marketing Team, you will drive digital marketing for the el Jimador brand. You will focus primarily on the US, but will also support secondary markets around the world.

  • Provides strategic POV of how digital fits into an integrated marketing strategy. Optimizes consumer communication via social media. Leads Global digital media planning and partners with the markets to deliver digital products and platforms.

  • Collaborates with Tequila Herradura Digital Manager to manage the direct report responsible for assisting the Digital Managers.

  • Be a brand ambassador and protect the long-term Global equity of the el Jimador brand.

Responsibilities/Key Tasks:

  • Global

  • Manages Global Website, CRM & Social Channels

  • Development, maintenance, measurement of all global consumer- and trade-facing digital properties: web, social, apps, mobile, email, etc.

  • Guides the consumer data collection process. Likewise, manages the deployment of communications to the consumer database, employing resources from SalesForce to create consumer journeys that grow brand loyalty, share of stomach and word of mouth.

  • Global Content Development for Social Media and Web

  • Accountable for maintaining superior customer service (inbound and outbound consumer communication) across all digital touch-points (email, social, etc.)

  • Maintain relationships with internal and external partners to build brand communication effectiveness and efficiency.

  • Partners with the media buying agency, Global Team, Brand Managers and creative agencies in planning, delivery and optimization of digital media. Acts as the subject matter expert on brand’s digital properties as it pertains to identifying and evaluating media opportunity, audience fit and feasibility.

  • Enables global sharing of digital best practices amongst markets: Media placement, optimization, program development, and social opportunities

  • Partners with Brand teams and Global PR Manager to create and amplify earned media impressions for the brand.

  • Relationship maintenance with all external digital partners at the platform and publisher level (Facebook, Twitter, Instagram, Google, etc.)

  • Manages efforts to gather, analyze and present competitive and social intelligence to provide brand team with actionable consumer insights. Drives for deepened consumer understanding to grow brand value.


  • Supports the US Brand Manager by developing, implementing and measuring of ATL campaigns, programs and properties.

  • Works with Media Agency, Creative Agencies and Channel Partners to implement Best-in-Class marketing strategies.

  • Pioneers disruptive thinking to recommend new initiatives to build brand awareness and commercial performance

  • Leads agency resources in the strategic development of global library of social content across all channels, creating repositories, editorial calendars and processes that share information with local market partners.

  • Responsible for maintaining brand Tone of Voice (TOV) - educating markets and partners on the extension and flexibility within various channels.

  • Accountable for ensuring legal and responsibility compliance of all brand digital activity, as guided by the Digital Compliance Director.

  • US market digital lead for all planning, programming, implementation and measurement.

  • Orchestrates brand publishing across all digital platforms (social, search, website, email, display, SMS, etc.), developing editorial calendars through a mixture of global and locally produced assets.

  • Develops US-centric social content

  • Executes all US digital media, working with internal and external partners to create efficiency and improve effectiveness that capitalizes on real-time data and web analytics to drive immediate decisions while in flight.

  • Leads macro-reporting for all US digital programs, rolling up to a recurring global update to keep the brand, markets and the digital marketing team up to date.

  • Supports and consults with local field marketing partners to launch, amplify and measure DMA-specific initiatives (media placement, T2Ws, sweeps, contests, distributor messaging, etc.

  • Consultant for local markets (beyond US) on all things digital

  • Compiles Digital Learnings into Global Best Practices that can be shared across markets

  • Assists with community management; monitors and helps optimize local social media publishing (as applicable).

  • Works closely with in-market brand teams, local and global agencies, and other resources to ensure successful execution of all digital marketing projects (stand-alone digital programs and tie-ins to broader initiatives).

  • Manages and deploys outbound consumer messaging through all digital channels (email, SMS, etc.), as needed by markets

  • Owns global digital process for building and launching digital projects, ensuring that global partners understand and influence to drive operational excellence

Critical Skills/Competencies:

  • Strategic Leadership

  • Driving for Commercial Results

  • Strong Communication / Listening Skills

  • Demonstrating Desire for Continuous Improvement and Learning

  • Demonstrating Creativity & Innovation

  • Experience working on a Cross-Functional team driving for Results

  • Relationship and Influence Skills

  • Global Perspective / Cultural Intelligence

Must Requirements:

  • Undergraduate degree plus 3-5 years experience in digital consumer marketing, or equivalent education/experience combination

  • Demonstrated passion and enthusiasm for all things digital; comfortable forging new ground and influencing stakeholders to do things differently

  • Ability to conduct data analysis from several sources that leads actionable insight generation

  • Experience planning, executing and optimizing consumer marketing communications through digital channels: web, social, apps, mobile, email, etc.

  • Strong organizational skills; ability to lead multiple projects and manage project teams on an ongoing basis, in a deadline-oriented environment

  • Experience planning and managing paid media

  • Demonstrated ability to develop and maintain strong relationships with multiple stakeholders

  • Demonstrated ability to work independently; self-motivated

  • Demonstrated leadership ability and management skills

  • Agency {creative, media & developers} management experience

  • Willingness/ability to travel up to 25%

Preferred Requirements:

  • Global marketing experience

  • Public Relations experience

  • Media Management experience

  • Multicultural Marketing

  • Spanish Language Fluency

  • In depth experience with SEO, programming familiarity, graphic design, or eCommerce

  • Experience building marketing plans in highly regulated industry (healthcare, tobacco, etc.)

  • Experience working in beverage alcohol consumer marketing environment

  • eCommerce and A/B testing experience

  • MBA or other post-graduate Marketing/Communications degree

About Brown-Forman:


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

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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: Global Marketing

City: Louisville

State: KY

Country: United States

Req Type: Exempt

AutoReqId: 3975BR