Brown-Forman Global Digital and Ecommerce Manager, Scotch Whisky in London, United Kingdom

Job Description:

Scope of Role:

Digital and ecommerce marketing will be integral to the global brand business strategy and commercial success of Brown Forman’s new Scotch whisky portfolio. This role will drive digital, social and ecommerce vision, strategy, planning, implementation and evaluation within Brown Forman’s new global Scotch whisky brand team, with a view to step changing awareness, engagement and growth across the portfolio. The role holder will be responsible for development and implementation of best-in-class digital marketing systems and digital management processes. The role will lead digital, social and ecom innovation and ensure digital/social/ecom strategies are integrated with overall global marketing objectives and strategies. The role holder will collaborate with markets, to ensure a shared digital vision and global consistency of brand voice, positioning and presentation to Scotch drinkers globally.

Key Responsibilities:

  • Digital asset audit and benchmarking, across owned and third party social (including GlenDronach Appreciation Scoiety), CRM, ecom and brand websites, to inform global SWOT and strategic implications

  • Define and drive global digital and ecom vision, objectives, strategy, to create flexible, digital-first, ‘Top 100 brand’ style integrated consumer brand experiences, including the role of global websites, social media, mobile, ecom

  • Manage development, maintenance, and measurement of all global consumer- and trade-facing digital properties, to create compelling online brand ‘homes’ and unified consumer journeys, using agency partners as well as internal resource

  • Optimise consumer communication and engagement in owned digital platforms, influence third-party platforms, lead digital media planning and deliver digital product and platform enhancement

  • Global management of inbound and outbound consumer communication across all digital touch-points, ensuring maintenance of brand tone of voice

  • Work closely with Global Marketing Manager and Global Innovation Manager to integrate digital with other marketing activity, to ensure a holistic global approach

  • Make recommendations on what can be done internally vs externally, to ensure cost effective strategy development and implementation

  • Recruit best in class digital and ecom partners. Partner with them in planning, delivery and ROI optimization of digital media

  • Act as the subject matter expert on brand’s digital properties

  • Bring in digital insights and thought leadership from industry, competitive and social intel, in support of brand building and digital/ecom innovation

  • Understand campaign performance and gain deep consumer and category understanding to drive incremental value creation

  • Utilise internal Scotch expertise, creativity and resource in the BenRiach team at the distilleries and Newbridge to inform compelling content strategy

  • Development and management of digital/ecom budgets and investment cases

  • Liaise closely with in market teams to ensure global assets are relevant and fit for purpose, incorporating actionable local insights as relevant

Skills and Experience:

  • Bachelor’s degree or equivalent experience

  • Substantial experience and proven track record in digital consumer marketing and ecommerce

  • Previous digital experience in Scotch whisky or luxury spirits

  • Substantial experience in planning, executing and optimising consumer marketing comms and consumer engagement through a mix of digital channels

  • Understanding of luxury brand building and its distinct marketing requirements

  • Strong brief writing

  • Clear, compelling written and verbal communication

  • Numerate with P&L understanding

  • Experience of building and managing budgets

  • Experience of successful digital change management and results

  • Ability to analyse data from multiple sources to unlock actionable insights

  • Strong organizational skills; ability to plan and lead multiple projects and manage cross functional teams, in a deadline and results oriented environment

  • Experience selecting, managing and motivating agencies for exceptional delivery

  • Ability to develop and maintain strong relationships with multiple stakeholders

  • Ability to work independently; self-motivated self-starter, with ‘can do’ approach

  • Fluent written and spoken English

  • Ability and willingness to travel internationally on a regular basis as required

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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: Non-exempt

AutoReqId: 4328BR