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Brown-Forman Brand Manager Jack Daniel’s Flavors (m/f/d) in Hamburg, Germany

Who is Brown-Forman?

Premium quality since 1870

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, Woodford Reserve and Old Forester, the Scotch whiskys Benriach and The GlenDronach as well as Slane Irish whiskey. Fords Gin, Finlandia Vodka, the tequilas El Jimador and Herradura and the Chambord liqueur round off the range. Around 5,200 employees worldwide look after the brands from Brown-Forman, which are sold in approximately 170 countries. The company, which has been family-controlled since 1870, is traded on the New York Stock Exchange and has been recognized as one of the "World's Most Ethical Companies©" 2022. Brown-Forman advocates for the responsible enjoyment of alcohol through global and local initiatives.

Further information:,

Meaningful Work From Day One:

The Jack Daniel´s brand is commercially the most important one for Brown-Forman globally as well as at local German level.

Excellence and cutting edge marketing expertise is required in all disciplines and by all its team members to further build and sustain the brand equity. This position is responsible for the development and execution of the full marketing mix for the Jack Daniel’s Flavors portfolio: JDT Apple, JDT Honey, JDT Fire and JDT Rye. The most recent launch, JDT Apple (launch in calendar year 2020) is especially worth to mention as it not only added significant incremental volume to our current Jack Daniel’s flavors assortment, but also supported in accelerating volume growth for JDT Honey

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 of Jack Daniel’s Flavors.

What You Can Expect?

The role encompasses the responsibility for the full local marketing mix development for the Jack Daniel’s Flavors assortment. Key function in this role encompasses:

1. Lead the development of the marketing objectives, strategies and resulting annual brand plan

  • Support and contribute to the overarching Jack Daniel’s portfolio strategy, both short- and long term

  • Responsible for the yearly brand plans: uncover issues and opportunities (at brand, category and consumer level) by conducting and leading brand and category audits (incl. but not limited to financials, market/brand/consumer data and insights, equity, review of previous strategies, ROI of previous initiatives and external/competitive reviews).

  • Understand and build in learning from other departments, such as channel and customer learning

  • Develop crisp (clear, results orientated, insightful, strategically aligned and prioritized) objectives and strategies

  • Closely work together with Trade Marketing to ensure that the brand 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 European and Global development.

2. Lead the development and excellent execution for consumer related marketing activities - on time and in full

  • Develop cost effective annual activity plans to execute the strategies and objectives agreed

  • Develop and manage the communication & media strategy in close collaboration with the Head of Jack Daniel’s for the focus brands & keeping in mind total Jack Daniel’s portfolio

  • Exploit global campaign ideas to result in a fully integrated local 360° communication

  • Closely work together with the German and European IMC team

  • Lead the strategic objectives and content of the digital platforms for the Jack Daniel’s Flavors portfolio.

  • Lead execution of plan. Incl. but not limited to media planning, targeted marketing (e.g. online, sampling programs), PR, consumer events, sponsorship, e-commerce & search campaigns etc.

  • Lead cross functional teams to ensure successful execution of annual marketing plans and constantly reviews and evaluates the success of marketing activities

  • Manage P&L of Jack Daniel’s Flavors and ensure that A&P budget is effectively managed

3. Constantly review brand health and performance of activities for ongoing improvement

  • Actively seeking insights into consumer, brand and business to help evolve Jack Daniel’s Flavors.

  • Provide the business with a quarterly 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

4. Cooperates closely with colleagues at local, European and Global level across functions and work levels

  • Closely work together with market research to get consumer, brand and business insights

  • Cooperates closely with the entire Jack Daniel’s marketing team and Head of Jack Daniel´s to ensure strategic and operative alignment across JD Trademark

  • Cooperates closely with IMC team at local (and European level) for all Social Media related tasks and themes as well as with the local e-commerce team (both in Sales and in Marketing)

  • Cooperates closely with Trade Marketing to ensure full alignment on plans

  • Cooperates together with Accounting, Controlling, Purchasing and Supply Chain at local level in all relevant aspects

  • Cooperates with European and Global Key Stakeholders (Marketing, BBI, legal,…) and shares best practice across markets

  • Supports Head of Jack Daniel’s in view of strategic influence of key stakeholders at local, European and global level (targeting to ensure that needs/requirements for successful brand activation in Germany are taken into account)

What You Bring to the Table?

  • University degree or comparable work experience

  • Several years of experience in Marketing in an international operating FMCG company

  • Sales/FMCG product understanding, (preferably spirits, but not mandatory)

  • Good 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

  • Business Acumen & entrepreneurial thinking

  • Good analytic and strategic understanding

  • Fluent in German and English

  • Proficient at Microsoft Office products

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 are flexible working options for a better work-life balance, family service, product allowance, gym cooperation, JobRad, 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

City: Hamburg


Country: DEU

Req ID: JR-00004124