Brown-Forman Head of Marketing, Jack Daniel’s UK in London, United Kingdom

Job Description:

Role scope:

The Head of Marketing is responsible for the B-F UK Jack Daniel’s portfolio, the largest, most profitable branded business unit globally after Jack Daniel’s US.

This role is first and foremost responsible for

  1. Ensuring the long term health of the Jack Daniel’s brand

  2. Delivering sustainable volume and brand profit growth across the Jack Daniel’s portfolio. The UK Jack Daniel’s portfolio includes the following family members:

  • Jack Daniel’s Tennessee Whiskey, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Gentleman Jack, Jack Daniel’s Single Barrel, Jack Daniel’s Tennessee Rye, Jack Daniel’s Premix (range of 3 products), Jack Daniel’s Tennessee Cider, online Jack Daniel’s store (
  1. Galvanising, energising and developing the Jack Daniel’s UK Brand team. The UK Brand team consists of nine people, including the Head of Marketing. This role has 3 direct reports within the Brand team.

Key areas of responsibility and capabilities required

Build brand equity : Ensure the long term health of the Jack Daniel’s brand

  • Deliver the global consumer vision: To build lifelong relationships with friends of Jack.

  • Continue to build Jack Daniel’s Tennessee Whiskey iconic brand image while establishing new Jack Daniel’s family members with UK drinkers, shoppers and customers by monitoring key brand health measures with the Brand and Insights teams and developing course correcting communication strategies & plans when required.

  • Bring Jack Daniel’s brands proposition to life by continuing to evolve and develop Communication strategies and Through The Line activation plans with Brand and Trade Marketing teams.

  • Continue to evolve and hallenge the creativity and distinctiveness of brand communication and media strategies, ensuring solutions are ‘on brand’ at all times (creative guardianship).

  • Work with the Global Jack Daniel’s team and agency partners to ensure creative assets are fit for purpose for the UK market.

  • Recruit and retain the next generations of Jack Daniel’s UK drinkers & shoppers by developing engaging and memorable brand experiences in On and Off trade with Brand and Trade Marketing teams. Identify Product and Marketing innovation to expand Jack Daniel’s footprint to new consumers and new occasions with Brand and Insights teams.

  • Evaluate performance of agency partners and support Brand team with new agencies recruitment when required.

Grow Jack Daniel’s UK business : Ensure Jack Daniel’s deliver sustainable volume and brand profit growth for B-F UK and B-F Europe

  • Lead the Jack Daniel’s Brand team to deliver annual volume and brand profit UK targets across the Jack Daniel’s portfolio with the UK cross functional team, through the development, implementation and evaluation of annual strategies & plans. Lead with the Brand team monthly business reviews and recommend course correcting actions to close gaps versus Budget.

  • Influence and support the UK Commercial team to deliver healthy P&L’s across the Jack Daniel’s portfolio, balancing volume and value growth (grow SNS/9L) through rigorous bottom up forecasts, commercial activation excellence, pricing & promotions planning and channels & SKU’s mix strategy to drive B-F UK value agenda.

  • Lead the Jack Daniel’s Brand team to deliver 3 year brand business strategies and plans, working closely with the UK cross functional team. This includes rigorous situation analysis of the consumer, trade and business issues and opportunities across the Jack Daniel’s portfolio, mining for insights to inform consumer and channel strategies & plans to unlock volume and value growth. Seek early buy-in and gain approval from key stakeholders (UK Leadership team, regional and global teams)

  • Manage Brand budget across the Jack Daniel’s portfolio, ensuring resources are allocated against key brand and business growth drivers with Brand, Trade Marketing and Sales.

  • Lead Jack Daniel’s UK portfolio expansion and innovation strategy, working closely with the UK Insights team, Regional and Global Jack Daniel’s teams, building business cases for new sources of growth.

  • Refine drinkers and occasions targeting across the Jack Daniel’s portfolio to clarity the role of each Jack Daniel’s family member for distributor Sales teams and UK customers.

  • Champion Jack Daniel’s within BBFB American Whiskey category approach, ensuring the brand remains the centre of gravity in conversations and in activation plans with On and Off trade customers.

  • Represent and champion the Jack Daniel’s brand with the UK Distributor Sales teams and regularly fuel excitement about the Jack Daniel’s portfolio with BBFB Sales teams.

  • Champion Responsible Drinking initiatives within Jack Daniel’s plans with internal and external stakeholders.

Grow the Jack Daniel’s UK Brand team : Lead, inspire and develop a large and diverse team

  • Be a visible brand business leader and team leader, balancing when to lead from the front and when to lead from the back with the Jack Daniel’s Brand team.

  • Develop a shared vision for the Jack Daniel’s Brand team and evolve Brand team structure, roles and responsibilities within the team when needed.

  • Provide the team with clear direction on key priorities across the Jack Daniel’s portfolio and for each Jack Daniel’s family member.

  • Provide day to day support and guidance to team members on key projects.

  • Coach team members on the job to develop their Marketing capabilities and brand business leaders behaviours. Put required training in place when needed.

  • Develop team annual goals and personal development plans. Monitor team members’ performance in roles and provide regular feedback.

  • Ensure ways of working between Brand and other functions within B-F UK set the team up for success.

Candidate requirements:

An experienced Brand Marketer with a proven track record of successfully leading a large portfolio of brands, delivering target business results in a competitive environment, in strong collaboration with a local cross functional team as well as regional and global brand teams.

o A sharp, strategic thinker who is able to integrate the consumer, trade and business agenda into marketing thinking.

o Accountable and responsible for multiple local P&L’s delivering material $ bottom line.

o A brand champion with passion for brand building and genuine passion for the Jack Daniel’s brand.

o Proactive, self-motivated, high-energy, capable of getting things done on time and within budget.

o High levels of personal ownership, accountability and initiative.

o Highly organised and calm under pressure.

o Full Marketing Mix expertise, including portfolio expansion and product innovation.

An experienced line manager who demonstrated the ability to lead, inspire and develop a large and diverse Brand team.

o Experience in leading a large Brand team and managing several direct reports.

o Ability to deliver with and through others.

o Readiness to roll own sleeves up and get stuck in with the team

o Ability to delegate appropriately key responsibilities and tasks within own team

o Brand guardian with pragmatic brand business leadership

o Ability to integrate into an existing team and rapidly earn trust and respect from all team members.

o A role model on B-F values and behaviours.

Other requirements

o Very high standard of English Language – written and verbal.

o Strong oral and written communication skills, including strong presentation skills.

o Premium/super premium Brand marketing experience.

o Bachelor’s Degree in Business / Marketing.

o Able and willing to travel internationally and attend evening and weekend events when needed.

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About Brown-Forman:


Brown-Forman, founded in 1870, is a diversified producer and marketer of fine quality beverage alcohol brands. Headquartered in Louisville, KY, Brown-Forman currently employs about 4,000 people and has offices or facilities in 30 cities across the globe. Starting in the mid-1950s, the company began a series of acquisitions that would place it among the top 10 largest spirits companies in the world, selling its brands in more than 135 countries across the globe. These include many of the most well-known and best-loved wines and spirits brands, including Jack Daniel’s, Southern Comfort, Finlandia Vodka, Old Forester, Woodford Reserve, Herradura and el Jimador Tequilas, and Korbel champagnes. For more information about the company, please visit

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

City: London

State: Int'l

Country: United Kingdom

Req Type: Exempt

AutoReqId: 4440BR