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Brown-Forman Senior Brand Manager, JDTW, UK in London, United Kingdom

This Jack Daniel’s Tennessee Whiskey Senior Brand Manager is responsible for managing the profitable growth of the biggest and most valuable brand within BF’s portfolio, in the UK. He/she will manage a marketing budget (A&P) of £7.5 M pounds and 2 people directly (TW BM On Trade and TW ABM), and the TW BM Off trade indirectly. (The TW BM Off Trade and RTDS will report directly to the Head of Brand for all things RTDs).

Key responsibilities:

  • Deliver annual Volume and Brand Profit targets, working with Jack Daniel’s Head of Brand and UK cross functional team (Trade Marketing, Sales, Finance).

  • In collaboration with the Head of Brand and the UK cross functional team, lead the development of annual and strategic plans, to deliver Brand Profit growth in line with or in excess of region targets

  • Lead annual S&I process, resulting in a clear and concise JDTW plan anchored in consumer insights;

  • Lead preparation of annual brand business plan presentations, ensuring key consumer challenge is quantified, consumer and commercial sources of growth are identified and quantified, brand growth strategies are clear and build brand value, A&P budget is allocated efficiently against key sources of growth.

  • Ensure that plans deliver against key customers agenda & are commercially sound;

  • Ensure that plans embrace the fundamentals of “How Brands Grow”

  • Seek alignment and buy in from global brand team

  • Lead creative and media planning

  • Manage Integrated Comms. planning process with agency partners to recruit more consumer; develop Integrated Comms. brief, creative and media strategies and plans to reinforce spontaneous awareness

  • Mobilize and motivate agency partners to deliver creative excellence

  • Be the Global / Regional creative interface. Influence global creative assets development so they are fit for purpose for the UK.

  • In collaboration with the Head of Brand, continue to deliver highly regarded “Postcards from Lynchburg” London Underground advertising on a monthly basis.

  • In collaboration with the Head of Brand, articulate Jack Daniel’s Tennessee digital approach.

  • Define the optimum level of investment, touch points and balance of reach driving vs. conversation driving activities.

  • Define role of CRM, Social Media, Search in the overall communication strategy to engage with core target audience and ensure JDTW’s fair share of e-premise trade.

  • Improve & optimize with the support of the DE digital manager (KPIs setting, tracking, digital creatives best practices…) to deliver leading and high performing digital communications.

  • Manage for value sales and value share growth in On and Off trade.

  • Build a good understanding of winning activities in both channels, while accelerating the brand’s presence and prominence on e-premise.

  • Challenge for continuous learning and improvements for all Below The Line activations.

  • Invest time in the on trade, seek continuous feedback from sales to better inform planning process and develop winning and highly visible activations.

  • Oversees full plan implementation and execution in both channels, ensuring TW BMs have clear KPIs to assess success.

  • Full ownership of the brand’s P&L, drive and support cross functional teams to enable business objectives delivery (recovery plans, additional activations…)

  • Own & manage the Brand Expense budget

  • Manage the annual Brand Expense budget to activate consumer and channel growth strategies. Ensure Brand Expense allocation is optimum to deliver consumer and commercial objectives.

Ideal Experience

  • Qualified in marketing and minimum 6-8 years’ relevant experience

  • Proven track record of successfully delivering brand growth in a highly competitive environment.

  • Proven leadership, strategic thinking and decision-making abilities

  • Strong interpersonal skills; able to develop and maintain effective working relationships with all levels of internal and external contacts and with diverse cultures

  • Strong commercial acumen

  • Previous line manager experience

Preferred Experience

  • Prior Experience in wine and spirits or luxury FMCG industries

Skills Required

  • Fluent English, both spoken and written

  • Great analytical skills, commercially savvy and solution focused to solving problems

  • Excellent presentation skills and translating financial information in a clear, concise and visually appealing way

  • Self-starter with proven ability to identify issues and projects, plan and prioritize with demonstrated ability to organize and manage multiple projects to completion by specific deadlines

  • Superior communication skills (influencing, listening, presentations, written)

  • Ability to build strong relationships at all levels with strong stakeholder awareness

  • Collaborative team player, with conflict management skills

  • Adaptable, flexible and resilient

  • IT literate - MS Office applications & Google applications

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: International

City: London


Country: GBR

Req ID: JR-00000346