Brown-Forman Digital Manager Jack Daniel's (Parental Leave Cover) (m/f/d) in Hamburg, Germany
The Jack Daniel´s brand is commercially the most important for Brown-Forman globally as well as at local German level. Excellence and cutting-edge marketing expertise are required in all disciplines and by all its team members to sustain and build the brand equity. This position is responsible for the development and execution of the digital DNA in the marketing mix for the Jack Daniel’s trademark. Furthermore, the role takes responsibility for the development and execution of all digital aspects for our full portfolio of brands, especially our premium whiskey portfolio.
The incumbent is expected to drive change, collaborate with the brand and other functional team members to achieve most effective long-term franchise building and contribute to the profitable growth development of Jack Daniel’s and our super premium brand portfolio. In the challenging position of the “Digital Manager Jack Daniel’s & Super Premium Brands Germany”, your goal is to create brand advocacy among new and existing consumers. You are responsible for the strategic and operational development of all digital channels and measures (websites, social media, mobile, e-comms, SEO/SEA etc.), lead external agencies and be the digital thought leader for the Jack Daniel’s Family of Brands and our Super Premium Whiskey portfolio. As a link to all departments of the company the digital manager acts on top of his responsibilities as a competent and solution-oriented consultant for all digital challenges. The role reports to the Head of Jack Daniel’s trademark Germany with a dotted line to the Marketing Manager Super Premium.
Local implementation of the global Jack Daniel's and super premium digital strategy and development and execution of local strategic aspects for the German market
Manage and optimize consumer communication and engagement in all owned digital platforms (websites, social media, e-comms, SEO/SEA etc.),
Further development of our digital marketing to remain one of the top digital spirits brands.
Be the center of digital expertise, being responsible to establish and grow the digital awareness and knowledge within the organization across all departments and levels
Bring in digital insights and thought leadership from industry, competitive and social intel, in support of brand building and digital/ecom innovation
Support local brand teams in designing, monitoring and managing the Jack Daniel’s Family of Brands and Super Premium Brands digital awareness, equity and performance marketing campaigns incl. optimal project management, campaign budgets, objectives, KPIs and key requirements
Advising on how to optimize digital marketing (on how to best use insights/audiences/tagging, target groups, personalization and A/B testing for performance campaigns)
Monitor media efficiency and recommend media plan adjustment to drive efficiency and effectiveness. Act as a command center to support campaign decisions.
Recommend asset adjustment to drive conversion and asset performance
Build a strong relationship to local brand teams, international communications and digital experts to implement global learning and strategies into the German business
Collaborate with Brown-Forman’s IT to ensure systems are implemented to expectations
Required Experiences and Skills:
Experience and proven expertise in digital consumer marketing (incl. e-commerce) in the digital marketing of a FMCG or service company or in the environment of digital agencies
Substantial experience in planning, executing and optimizing digital consumer marketing comms and consumer engagement through a mix of multiple digital channels including media planning
Demonstrated passion and enthusiasm for all things digital; comfortable forging new ground and influencing stakeholders to do things differently
Analytic knowledge & ability – awareness & ability to work with different data sources (qual. & quant.), analyzing, synthesizing and presenting them in the most relevant way. Strong business acumen and analytical skills
Strategic thinking – can structure insights, develop strategies and actions in a clear & compelling way.
Strong project management skills; ability to lead multiple projects, setting clear priorities and work with project teams on an ongoing basis, in a deadline-oriented environment. Able to identify & highlight potential risks. Gives regular status updates in a concise and compelling way (presentation skills)
Experience using Social Listening tools (such as Salesforce Marketing Cloud, Crimson Hexagon, etc.) and confident understanding of marketing and analytics packages e.g. Google Analytics (basic knowledge), Adobe Marketing Cloud software (DNP) and content management Systems
Team player with a high degree of initiative
Strong oral and written communication skills in English
German would be an advantage
Ability to work independently; self-motivated self-starter, with ‘can do’ approach
Experience in managing and motivating agencies for exceptional delivery
What we offer:
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.
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
Req ID: JR-00001422