Brown-Forman Manager, Visitor Experience - Scotland in Aberdeenshire, United Kingdom

Job Description:


The Manager plays a key role in the marketing and management of the three visitor experiences of the BenRiach Distillery Company: 1) GlenDronach; 2) BenRiach; and 3) GlenGlassaugh. The manager is responsible for the comprehensive oversight of best in class consumer experience and strategically aligns operations with production distillery operations and global brand objectives. The manager has direct responsibility for on-site sales and marketing activity as well as the execution of homeplace programs, events, tours, trade events, tasting room operations, CRM and retail sales. In doing so, the manager will deliver quality performance and adherence to standards while managing the business within financial and budgetary guidelines.


Homeplace Operations Management

  • Responsible for exceptional customer service and values. Coach for staff success by communicating event goals, business focus and desired outcomes that achieve excellence in execution.

  • Oversee tour plans and tour path as well as tasting room operations with daily supervision.

  • Hire, train and manage the collective Homeplace staff. Build effective organizational plans and revise/issue job descriptions as needed.

  • Effectively and efficiently manage homeplace staff scheduling, both BF full-time employees as well as seasonal, part-time staff.

  • Maintain monthly and annual reporting models that keep the management team apprised of financial results as well as the overall activity at the facility.

  • Work closely with the Director, Homeplace Operations to develop annual budgets and capital plans.

  • Effectively manage interdepartmental communications and build relationships with production leadership and staff.

  • Maintain Standard Operating Procedures for the Hospitality & Homeplace team.

  • Oversee food & beverage operations for consumer and trade events, management & scheduling of staff, menu development, quality & service standards, inventory & budget management, décor, rental coordination, event planning and related activities.

  • Manage and proactively plan tasting room inventories and pricing, for spirits to meet demand, ensure an exceptional experience and maximize profitability.

  • Maintain reports and records of tasting room operations, visitation and CRM programs.

  • Develop annual retail and merchandising plan for the three retail spaces.

  • Work with B-F’s digital team to update website, facebook page, etc. with content such as events, photography, tourism news, etc.

  • Execute short and long-term promotional plans as designed in conjunction with the Marketing team.

  • Manage hospitality operation in alignment with the overall property image and brand positioning.

Homeplace and Local Marketing

  • Develop an annual plan/calendar of local marketing initiatives, ensuring alignment with brand positioning.

  • Develop plan in concert with the brand’s national marketing plan, to maximize impact and ensure consistency.

  • Recommend and coordinate local tourism advertising and tourism promotional/recruitment initiatives.

  • Represent the brand as needed in the community through a variety of interfaces including boards and committees as well as regional and local tourism entities.

  • Work with brand PR to support PR initiatives and plans

  • Participate in local events (tastings,etc.) on behalf of distillery and brand team, as needed.

Security & Overall Property Oversight

  • Coordinate with Maintenance and Production to resolve common issues. Ensure communication and follow-up to achieve and maintain excellent property standards.

  • Work closely with security personnel to ensure visitor safety and compliance.

  • Provide safe working environment for staff and visitors.

  • Ensure ADA, food service and other regulatory compliance on a continuing basis.

  • Secure compliance with local, state and federal laws/regulations for new activities related to tourism and onsite visitation.

  • Play an active role in the development of site master planning and expansion.

Must Requirements:

  • Bachelor’s Degree in related field.

  • Minimum seven years in the hospitality and/or tourism marketing fields; or appropriate combination of education and experience.

  • Excellent interpersonal skills.

  • Demonstrated ability to develop and maintain effective working relationships with internal employees as well as external business partners.

  • Strong personal initiative

  • Action oriented; responds in a timely and effective manner to business issues and opportunities.

  • Highly organized; is capable of meeting multiple deadlines and juggling multiple projects.

Preferred Requirements :

  • Strong understanding of the Scotch Whisky industry

  • Previous experience running a whisky homepalce or attraction.

#ND 1


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: Aberdeenshire

State: Int'l

Country: United Kingdom

Req Type: Exempt

AutoReqId: 4174BR