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Brown-Forman Brand Manager - Jack Daniel's Super Premium Brand (m/f/d) in Hamburg, Germany

Imagine working for a company that welcomes you in, inspires you to bring your best self to every opportunity, and encourages you to grow and develop your career in a resilient and fun industry. Brown-Forman offers our employees this kind of career and environment and has for more than 150 years. Together, we proudly live and work by our values, striving each day to be better and do better as people, as a company, and as members of the communities we call home. Come have a seat at our table.

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: , ,

Meaningful Work From Day One:

This position is responsible for the development and execution of the full marketing mix for Jack Daniel’s Gentleman Jack and Jack Daniel’s Single Barrel - the two super premium Whiskey brands within the German Jack Daniel’s portfolio. These two super premium brands are representing a leading position in the American Whiskey super premium segment in Germany. 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 Gentleman Jack and Single Barrel.

What You Can Expect?

The role encompasses the responsibility for the full local marketing mix development for Jack Daniel’s Gentleman Jack and Single Barrel. 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 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

  • Contribute to strategic guidance for conjoint on- and off-trade programs such as ‘Master of American Whiskey’, Bar Convent Berlin, American Whiskey specialty Stores, (global and local) gifting strategy Develop and execute limited edition strategy and program for Gentleman Jack and Single Barrel

  • 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 the European and Global development.

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 Gentleman Jack/Single Barrel

  • 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 Gentleman Jack & Single Barrel and ensure that A&P budget 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 Gentleman Jack/Single Barrel

  • 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

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 or luxury brand company

  • Strong oral & written communication in German and English, good Google, Excel, PowerPoint and Word skills

  • 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

What Makes You Unique

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

  • Working experience in both globally and locally operating companies (ability to successfully operate in matrix-led organizations)

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, 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-00005007