Brown-Forman Brand Manager Fords Gin & Herradura Tequila and Finlandia Vodka (m/w/d) in Hamburg, Germany
Who is Brown-Forman?
For more than 150 years, the Brown-Forman Corporation has enriched the lives of generations with high-quality alcoholic brands.
On the German market, Hamburg-based Brown-Forman Deutschland GmbH distributes and markets a selection of premium and super premium spirits from the international portfolio. These include the American Whiskeys JACK DANIEL'S Tennessee Whiskey and Woodford Reserve as well as the Scotch whiskys Benriach and The GlenDronach. Fords Gin, FINLANDIA Vodka, the tequilas EL JIMADOR and HERRADURA and the CHAMBORD liqueur round off the range.
Around 4,800 employees worldwide look after the brands from Brown-Forman, which are sold in approximately 170 countries. The company, which has been family-run since 1870, is traded on the New York Stock Exchange. In Germany, the company has around 150 employees and is again certified as a Great Place to Work© in 2020/2021. Brown-Forman advocates for the responsible enjoyment of alcohol through global and local initiatives.
Further information: brown-forman.de , brown-forman.com , massvoll-geniessen.de
Meaningful Work From Day One
Fords Gin, Herradura Tequila, Finlandia Vodka are part of the Emerging Brands portfolio (EmBED). Brown-Forman has very high growth ambitions for this attractive portfolio as Brown-Forman wants to build a 2nd profitable pillar next to Jack Daniel´s.
Excellence and cutting edge marketing expertise is required in all disciplines and by all its team members to build and expand the brand equity. This position is responsible for the development and execution of the full marketing mix for Fords Gin and ROP. The incumbent is expected to drive change, collaborate with brand and functional team members in order to achieve the most effective long-term franchise, to build brand equity and to contribute to the profitable growth development with a focus on Fords Gin and additionally on Herradura Tequila and Finlandia Vodka.
What You Can Expect?
The role encompasses the responsibility for the full local marketing mix development for Fords Gin (priority) and Herradura and Finlandia Vodka. Key function in this role encompasses:
Lead the development of the marketing objectives, strategies and resulting annual brand plan
Support and contribute to the overarching Emerging Brands portfolio strategy, both short- and long term
Responsible for the yearly brand plans: uncover root issues and opportunities (at brand, category and consumer level) by conducting and leading brand and category audits.
Understand and build in learning from other departments, such as channel and customer learning
Develop crisp objectives and strategies
Closely work together with Trade Marketing to ensure that the brand marketing objectives and strategies are fully understood and the right activation tools and activities at POS are being developed to answer the objectives
Collaborate closely with sales colleagues from On-Trade and Off-Trade
Influence key stakeholders at local, European and global level to ensure that German needs are being taken into account in the European and Global development.
Lead the development and excellent execution for consumer related marketing activities - on time, in full.
Develop and manage the communication & media strategy in close collaboration with the Head of Emerging Brands
Exploit global campaign ideas to result in a fully integrated local 360° communication
Lead execution of plan. Incl. but not limited to media planning, targeted marketing, PR, consumer events, sponsorship, e-commerce & search campaigns etc.
Lead cross functional teams to ensure successful execution of annual marketing plans and constantly review and evaluate the success of marketing activities
Manage P&L of Fords Gin, Herradura and Finlandia Vodka and ensure that A&P budget spend is effectively managed
Constantly review brand health and performance of activities for ongoing improvement
Actively seeking insights into consumer, brand and business to help evolve Fords Gin & Herradura and Finlandia Vodka.
Provide the business with a monthly point of view of business performance and indicated actions. Incl. market development & competitive activity, market share and growth trends, key initiatives, and return on marketing investment
What You Bring to the Table?
Multiple years of Experience in Marketing in an International FMCG company
Fluent in German and English
Basic German market knowledge (consumer, trade, media)
Good knowledge level of marketing disciplines: Market analysis, strategy & marketing mix development incl. communication & media, consumer insights and research, creative development (digital or experimental), project management capabilities
Proficient Google, Excel, PowerPoint and Word skills
Good analytic and strategic understanding
FMCG/marketing understanding, preferably spirits and/or highly innovative food/drinks categories would be plus
Nothing Better in the Market
Total Rewards at Brown-Forman is designed to engage our people to ensure our sustainable and profitable growth for generations to come. As a premium spirits company, we offer premium and equitable pay & bonus for individual and company performance. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.
At Brown-Forman Germany, some highlights of the competitive benefits we are flexible working options for a better work-life balance, family service, product allowance, gym cooperation, company pension as well as the opportunity to get involved in one of our employee resource groups on topics that go beyond your actual job and broaden your horizons.
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 Division
Req ID: JR-00002355