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Brown-Forman Digital Marketing & Media Specialist Premium Spirits (Jack Daniel’s, Woodford Reserve,…) (m/f/d) in Hamburg, Germany

Meaningful Work From Day One:

The Digital Marketing & Media Specialist will work across the brand portfolio - with a priority on Jack Daniel’s and super premium spirit brands such as Woodford Reserve, The GlenDronach and Fords Gin. The role will be part of the IMC (Integrated Marketing Communications) Team Germany and embedded in the global IMC community - created to drive effectiveness and integration of marketing communications across the entire digital ecosystem incl. eCommerce.

The Digital Marketing & Media Specialist will be responsible to:

Implement and optimize digital marketing & media plans, evaluate results and improve processes - in collaboration with the marketing teams:

  • Heavy & “hands on” emphasis on the entire digital ecosystem across Owned, Earned and Paid - such as the management of digital marketing programs, projects and assets (e.g. websites, social media, CRM) as well as the implementation of digital media campaigns.

  • Analysis of digital marketing & media campaigns leveraging global and local processes & tools.

  • Implementation of global and market specific communication programs in Germany - identifying the right content assets, leveraging existing assets and creating content where required.

Develop and execute the Integrated Marketing Communications plans for Germany, ensuring our digital marketing & media efforts ladder up to our goals and objectives - in collaboration with the IMC Manager.

Understand brand positioning, marketing strategy, and tone of voice to be supported in all marketing communications.

Work in partnership - the partnership between the IMC and brand teams is key . The local brand teams lead creative briefs, agency briefings and idea evaluation. They are the final approvers of brand strategy, communications plans and creative output.

What You Can Expect?

The Digital Marketing & Media Specialist works primarily across the Germany Marketing and Global IMC (Integrated Marketing Communications) teams, incl. the IMC Center of Excellence, to achieve excellence in the following areas:

1) Market Support - Hands on in implementing digital marketing initiatives:

  • Manages day to day digital marketing requests from marketing & sales teams.

  • Develops and executes website updates, social, search and CRM campaigns, leveraging existing assets and creating content where required.

  • Supports digital media campaign planning, set-up & dynamic optimization.

  • Advises how to follow Brown-Forman communication principles as well as local advertising and data privacy regulations.

  • Connects with the media & creative agencies and external suppliers.

2) Content Management and Optimization:

  • Implements and where necessary adapts the global Content Strategy and Content Calendar in collaboration with marketing & sales teams.

  • Works closely with Germany stakeholders across brand and e-commerce programs leveraging global content as much as possible to increase efficiency and reduce creative development and agency fees.

  • Works with the Germany Brand Teams & Global IMC Center of Excellence to ensure communications are aligned with digital and media compliance guidelines as well as best practices for inclusive and responsible marketing.

3) Campaign Measurement & Optimization:

  • Builds a thorough understanding of setting pre/post campaign evaluation and dynamic optimization metrics.

  • Ensures a robust “test and learn” plan to continually improve results and our understanding of the best channel and content to achieve campaign objectives.

  • Leverages data sources such as search metrics, social listening, competitive data to build a full picture of campaign response and maximize learnings.

  • Partners with the IMC Center of Excellence on campaign measurement, evaluation and optimisation (data, tools and metrics).

4) Collaboration & Best Practice:

  • Shares learning & best practices across global, Europe and market teams.

  • Partners with the IMC Center of Excellence to build capability on Brand Communications and IMC disciplines within the Germany organization.

5) Stakeholder Management:

The Digital Marketing & Media Specialist is an active participant in the overall Brown-Forman Marketing & IMC 'community'. Critical stakeholders include:

  • The Germany Marketing Teams are key partners in turning brand strategy into communication strategy and implementing plans.

  • The Global IMC Center of Excellence are key partners in following Global process, metrics and evaluation standards. They are also key expert partners in media, inbound, e-commerce, content and performance analytics.

  • Local Media & Creative Agencies

  • Key Account & Sales Teams to understand how to combine customer and e-commerce needs into the overall communications plan.

  • Brown-Forman IMC teams around the world to share best practice and gain maximum learning from our IMC activity around the world.

What You Bring to the Table?

  • University Degree ideally including areas such as digital marketing and media planning (incl. analytics and/or data science).

  • Several years of working agency and/or client side in digital marketing and (ideally) media disciplines.

  • Demonstrated experience ideally across digital media, social, search, website, CRM, data and analytics, content and e-commerce.

  • Strong knowledge of digital media channels and experience in the German media landscape.

  • Consumer brand experience, ideally in a fast moving consumer goods or luxury brand company.

  • General understanding of marketing principles and brand growth strategy.

  • Evidence of project management and analytical skills (incl. use of analytic tools) within a communications environment.

  • Ideally fluent in German and English.

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:,

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-00004125