Brown-Forman Marketing Director, Mexico in Guadalajara, Mexico

The Marketing Director role leads the Marketing organization for Brown-Forman (B-F) in Mexico. The role is responsible for Portfolio Development and prioritization that leads to both short-term and long-term growth. It is a champion of people and is focused on building marketing capability and ensuring a strong talent bench and succession plan. This role is a key member of the Country Leadership Team. The brand portfolio includes 7 core brands: Jack Daniel’s Tennessee Whiskey, Tennessee Honey and Jack Daniel’s RTDs, Herradura Tequila and Herradura Ultra, El Jimador Tequila and New Mix RTDs as well other developing brands from the B-F portfolio.


Strategic Direction

  • Defines long-term marketing strategy for the Country, including portfolio, brand communication and pricing strategy, ensuring that it is in alignment with overall region/global/corporate strategy.

  • Ensures resources are aligned to reflect Country brand strategic priorities.

  • Coordinates the development of brand strategies and brand plans - short and long-term - for the Country.

  • Defines the innovation pipeline by evaluating the potential of the B-F portfolio against current and future opportunities in the Country.

  • Seeks out portfolio development opportunities and synergies.

  • Provides marketing leadership for the Country’s long-term strategic plans.

  • Understands consumer behavior in Country and develops methods to continually develop insights.

Country Marketing Organization/Team Management

  • Defines and leads the Country marketing team

  • Ensures that the marketing organization in the Country is structured to effectively deliver the business needs.

  • Ensures that the capabilities of the marketing teams are developed in line with the global capability framework and reflect Country strategic priorities.

  • Builds a talent pipeline of capable individuals, ensuring a comprehensive succession plan for key marketing roles in the Country.

  • Provides active leadership and talent development to the Country marketing team, coaching direct reports via delivery of clear, honest feedback and direction.

  • Key decision maker in appointments of key in-Country marketing positions.

  • Instills and role models a culture of full accountability to delivering results, and equally important, to the B-F Code of Conduct, Responsible Marketing practices and local regulations, and to the B-F organizational culture, values and behaviors.

Internal/External Influence

  • Serves as primary point of contact for Country Marketing on all aspects that are cross-portfolio, contributing to a regional perspective in the development of global marketing strategy, plans, KPIs and analytics.

  • Actively represents the marketing function and is the voice of the brands on the MLT.

  • Partners tightly with the Sales Organization, building a close working relationship across levels; provides thought leadership via shopper insights and ownership of trade marketing function.

  • Collaborates and partners productively with all other leaders from functions such as Finance, HR, Supply Chain, Legal, Corporate Affairs.

  • Is a thought partner to and key point of contact for the Regional Marketing Director.

  • Provides expert input on internal and external factors affecting the Country.

  • Provides input into key Country agency appointments proactively managing and evaluating local marketing and media agency partners.

Financial Responsibility

  • Responsible for both long-term and annual Country marketing budget/resource allocation and prioritization.

  • Responsible for ensuring optimal spending and oversight of the Country A&P budget.

  • Co-responsible for brands P&L performance.


  • Bachelor’s Degree in Business, Marketing, International marketing or similar discipline.

  • Significant Marketing experience in both multi-market portfolio and brand marketing roles.

  • 10+ years successful track record of delivering results in senior Marketing roles in matrix organized International FMCG/luxury products/beverage or lifestyle/image-driven portfolio/brands business.

  • Strong business acumen and professional knowledge of the dynamics of the market

  • Strong leadership skills and people management experience.

  • Wide-ranging experience of the major marketing disciplines: insights, brand & portfolio architecture, brand strategy, short and long term brand planning, portfolio strategy & management, major brand communications, trade/shopper marketing, media strategy and planning, digital platforms & analytics, pricing strategy, CRM strategy development.

  • Proven track record in P&L and budget management.

  • Major experience with innovation, within an existing portfolio and packaging; qualitative and quantitative research; management of a GATE process.

  • Agency management experience; contract development/remuneration and evaluation, TTL campaign integration.

  • Language: excellent written & verbal business Spanish and English.


  • International experience or experience from a different market.

  • MBA degree.

  • Ability to travel up to 30% of the time both throughout Mexico and internationally.


Be a Champion of people

  • Dedicated manager and accomplished developer of talent, with ability to lead, inspire and motivate others.

  • Passionate brand builder with a strong affinity for the consumer and their motivations.

  • A behavioral role model of B-F culture, values and behaviors.

Be Collaborative

  • Exceptional interpersonal skills and natural ability to build productive relationships and partnerships.

  • Persuasive, able to put across a point of view convincingly, leveraging diverse thinking.

  • Works powerfully with and through people, using influence and inspiration to accomplish goals.

Be Courageous - Driving for Results

  • A mindset of setting high goals for personal and group accomplishment and tenaciously working to meet or exceed those goals while deriving satisfaction from the process of goal achievement and continuous improvement.

  • Emphasizes excellence in value, product and a long-term company benefit in all goal achievement.

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: International

City: Guadalajara


Country: MEX

Req ID: 4721BR