Brown-Forman Director Global IMC Performance in London, United Kingdom
With the accelerated expansion of the digital economy and as the lines between the physical and digital worlds continue to merge, Brown-Forman has created a new community called Integrated Marketing Communications (IMC). This new way of working will:
Better integrate how we connect and engage with consumers across all forms of media
Grow our e-commerce capability to ensure our brands can be purchased in the time, place, and manner most convenient for our consumers
Fully optimize our brand assets to have the highest impact on consumers across platforms we own (such as websites) and those we do not (such as social media)
Leverage more relevant and timely data to rapidly and continuously adapt our approach to marketing and selling
The Brown-Forman Integrated Marketing Communications Center for Excellence will manage platforms, processes, and best practices, and ensure a linked “ecosystem” across the global IMC community. This new team represents our commitment to digital and e-commerce transformation and will be a growth driver for our brands for generations to come.
“If you are an expert in communication and digital performance metrics this new role provides a unique opportunity to build the future of communications at a Global company with iconic brands” - SVP, Integrated Marketing Communications, Capabilities & Design.
Meaningful Work From Day One
The Global IMCl Performance Director role is a key member of the Global Integrated Marketing Communications Center of Excellence (CoE) team.
The Integrated Marketing Communications Team includes Director level positions in Media Strategy, Inbound Marketing, e-commerce and Digital Performance.
This role functions as a subject matter expert on digital performance for Integrated Marketing Communications (IMC) Leaders and Marketing leaders around the world.
It is a global thought leader for Brown-Forman on the topic of digital performance and drives evidence based thinking on optimizing performance across all Integrated Communications Channels. Specifically: Media, Inbound Marketing, e-commerce and content.
This role demands strong knowledge of “MarTech” / “Ad Tech”, data suppliers, analytical process and performance reporting.
This role “sets the standard” for digital analytics for Brown-Forman and enables optimization across the communication mix. It also acts as a “gatekeeper” to make sure we are not buying ad hoc or inconsistent data and tools around the world.
Key to this role is specifying and building our Ad tech / Mar Tech infrastructure in a consistent way around the world. There is a significant budget allocated to do this over the next few years.
Works closely with IT and Brown-Forman analytics groups to make sure we are maximising the selection the use of digital performance data sources and platforms globally.
Manages Digital Intelligence Director who has strong analytical skills and is our current internal subject matter expert on the social listening platforms which we already purchase.
You will make a difference by (and be challenged by)
Build a Data structure that allows us to optimize IMC performance
Champions and Empowers Digital Performance Analytics across the organization
Provides consultancy & support for market based teams
Global IMC Center of Excellence: This role works closely as part of this team to provide joined up thinking on digital performance analytics across media, e-commerce, inbound (search, CRM, Websites) and content.
Global Brand & Market IMC Teams: Provides subject matter expertise and guidance to these teams as well as setting global process & standards. Consults on digital performance topics and where necessary reviews plans and problem solves.
Media Owners & External Partners: Works to maximize our relationships and seek additional value from these relationships. Identifies new external partners where needed to enhance our capabilities.
Brown-Forman IT & Analytics Group: Leverages internal Brown-Forman expertise on data and systems to integrate digital performance data into current platforms and capabilities (e..g Cloudera and Tableau)
To thrive in this job, here’s what you should bring:
Experience specifying, developing, managing and applying “ad tech” infrastructure across markets or large organizations is a must for this role.
Evidence of applying strong data and analytical process and skills is a must for this role.
15+ years working client and/ or agency side in media and marketing disciplines including management of multi-country communication plans / performance analytics, .
Demonstrated strategic thinking and analytics across media, social, on-line video, CRM, search, web-site, data and analytics, content and e-commerce.
Significant overall knowledge of media and ad tech suppliers and analytical techniques.
Evidence of impactful Strategic thinking and complex project management within a communications environment.
Experience in working with large media and creative agencies and data suppliers across markets.
What Makes You Unique:
Qualification in data science or analytics / Broad based business education such as Business Degree or MBA.
Experience working across markets in consumer communications for a multinational company.
Background living and working in different markets (International career track).
Ideally the candidate will have a combination of client and agency experience or have extensive experience in client management at the agency side.
A career track that has included brand management, insights or another core marketing discipline in addition to media / communications is a strong plus.
Consumer brand experience in digital performance management Ideally in a fast moving consumer goods or luxury brand company.
Strong understanding of marketing principles and brand growth strategy.
Managing a team of direct and indirect reports.
This job opportunity is eligible for remote work
Business Area: Global Marketing
Req ID: JR-00002254