Brown-Forman Global Brand Manager – The GlenDronach Single Malt Scotch Whisky in London, United Kingdom

Job Description:

All Brown-Forman Marketers are expected to be a leader in building “best in class” brands, marketing programs and capabilities in order to drive and deliver the Brown Forman’s Corporate 2025 strategy. Marketers need to do the following:

1) Captivate the consumer

2) Innovate across all consumer touch points

3) Leverage and strengthen the portfolio

4) Make it easy to sell and buy our brands

The vision for The GlenDronach is to become the new sherried whisky connoisseur, elegantly enriching the prestige single malt space, with revered quality credentials. The GlenDronach is currently a top 100 malt whisky brand delivering 33k9l cases but the ambition is for GlenDronach to enter the top 15 Single Malt by 2038, requiring a CAGR growth rate of 15%.


Working closely with the Global Marketing Manager and wider Global team, The GlenDronach Global Brand Manager will be an integral part of the group responsible for the development and deployment of the global brand strategy for The GlenDronach, to deliver sustained double digit brand growth. The Global Brand Manager will lead the development of GlenDronach brand building strategies, programmes and initiatives across the marketing mix, working collaboratively with key markets to ensure their requirements are met. The role holder will collaborate closely with multiple internal and external contacts, including local brand teams, distillery teams, legal teams, business development teams and agency partners.

Key responsibilities:

Brand Architecture and guidelines:

  • Work closely with Global Marketing Manager on refining Global Brand Architecture and Guidelines

  • Work with markets to ensure local activation aligns with Global Brand Guidelines

  • Deliver tools/initiatives which enable markets, agency partners and internal stakeholders to easily understand, engage with and be inspired by The GlenDronach positioning

Visual Identity and Packaging Development:

  • Responsible for Global Visual Identity development and socialisation with markets, working closely with the Global Marketing Manager

  • Ensure consistency of Vis Id deployment across marketing mix and establish key brand identity assets

  • Lead GlenDronach Packaging development, working closely with the Global Marketing Manager and BF Design)

New Product Innovation:

  • Partner and contribute to innovation pipeline planning with cross functional Global Scotch Whisky team

Plan and execute impactful launches of all new GlenDrona ch product offerings, core and limited releases, as they come out of the Innovation team

  • Agree annual Distillery Exclusive NPD and develop from concept to final package, ensuring timely delivery for peak season

Integrated Communication Strategy and Creative platform/toolkit development:

  • Work closely with Global Marketing Manager to develop GlenDronach Communication Strategies and Brand Idea/platform development, ensuring they are rooted in the Brand Positioning and relevant consumer insight

  • Lead core creative/advertising development working with Global Marketing Manager and Global Scotch Digital Manager

  • Lead development of creative toolkits that align with Brand objectives, market requirements and build brand value

  • Work with Global Digital Manager on Website development, CRM strategy, E-commerce and Global Social Media Strategy, Plan, Initiatives and Content Development

  • Lead Brand Asset and Tools development (Literature, Photography, POS, Sales tools)

  • Lead, develop and manage Global PR and Experiential initiatives. Manage Global PR plan and Calendar and socialise with markets

  • Develop GlenDronach Global Media Strategy and guidance for markets

Global Brand Management:

  • Key GlenDronach point of contact and support for Markets and GTR

  • Provide marketing support to Global Scotch Whisky Business Development team on key initiatives

  • Work with markets to facilitate brand building activities, socializing global strategy, guidelines, initiatives and positioning

  • Responsible for Internal PR and wining ‘hearts and minds’ across the business for The GlenDronach

  • Work with Homeplace Manager to ensure Homeplace marketing is optimised and ‘on brand’

  • Ensure Distillery shop has relevant products available, ensuring close communication with the team at the distillery

  • Stay up to date with key competitor activity and performance, proactively communicating implications for The GlenDronach

Must requirements:

  • Fluent written and spoken English

  • Bachelor's Degree, plus 4-7 years marketing experience in positions of increasing responsibility

  • Strong project management

  • The ability to grow a brand through acquiring focused market intelligence and developing, implementing and adjusting specific marketing processes, advertising, packaging, promotions, and programs accordingly

  • Successful track record in full mix consumer marketing in the premium spirits industry

  • Demonstrated experience in developing, executing and managing brand strategies plans and budgets

  • Experience managing outside agencies and motivating them to excel (PR, Digital, Experiential, ATL, Innovation etc)

  • Experience in developing/executing “big ideas” which grow brands

  • New product or new packaging development experience

  • Numeracy and commercial acumen, including demonstrated ability to interpret and manage a P&L

  • Strong brief writing skills

  • Willing and able to travel domestically and internationally, sometimes at weekends

Preferred requirements:

  • Previous experience working in the alcoholic spirits industry and/or Scotch whisky

  • Previous experience working with luxury brands

Key Competencies:

  • Clear, convincing verbal and written communicator

  • Well organised, able to multi-task, work to deadlines, take direction and manage own workload effectively

  • Brand champion and an ability to persuade and invigorate others toward a common goal and success

  • Creative, innovative mindset, with courage of convictions and ability to make timely recommendations and decisions

  • Ability to effectively manage through ambiguity as BF integrates the Scotch business across the world

  • Superb attention to detail

  • Strong creative eye and mind

  • Collaborative team player

  • Proactive, ‘can do’ attitude, self-starter and problem solver

  • Comfortable with fast paced environment

  • Strong relationship building skills

  • Drive for results

  • Curious and analytical mind

  • Authentic passion for Single Malt Scotch whisky, The GlenDronach, and its potential within the Brown Forman spirits portfolio

#ND 1


About Brown-Forman:


For more than 145 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Jack Daniel’s & Cola, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Gentleman Jack, Jack Daniel’s Single Barrel, Finlandia, Korbel, el Jimador, Woodford Reserve, Old Forester, Canadian Mist, Herradura, New Mix, Sonoma-Cutrer, Early Times, Chambord, BenRiach and GlenDronach. Brown-Forman’s brands are supported by nearly 4,600 employees and sold in approximately 160 countries worldwide

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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: Global Marketing

City: London

State: Int'l

Country: United Kingdom

Req Type: Exempt

AutoReqId: 4670BR