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Brown-Forman Digital Shelf Specialist in Louisville, Kentucky

What You Will Do in This Role:

The e-Premise Digital Shelf Specialist - USA&C is responsible for ensuring that B-F Brands are accurately and prominently represented across all ecommerce channels where our products are sold. They work closely with the internal team and key stakeholders to ensure that the represented brand image and communication is established, executed and thoroughly maintained.

What You Will Experience:

  • Serve as a B-F brand steward by ensuring compliance and integration of brand positioning and that standards are accurately represented and executed into digital content.

  • Manage Brown-Forman’s product information system (PIM) to effectively execute the product lifecycle of information, from creation to syndication to archive, within retailers’ ePremise sites and share with distributor partners.

  • Liaise with internal team members regarding the day to day management of the content.

  • Idealization, accurate planning, scoping, project scheduling, resource management, tracking, status reporting, deadlines and assuming responsibility for the organization quality and day-to-day management of the work.

  • Manage product launches, packaging changes, new product set up and other relevant information as needed.

  • Communicate with the brand team and vendors as needed.

  • Work with IT to ensure all PIM and DAM systems are meeting our partners' needs.

  • Utilize Clavis and other partners to monitor our Digital Shelf.

  • Continue to help drive our evolving strategy regarding SEO, Reviews, Images, Rich Content, etc.

  • Keep current with technology changes.

  • Ensure accurate entering and maintenance of all product information (pricing, sales copy, sku numbers, images, videos, buying guides, meta descriptions, taxonomy, etc) on retail partner sites. Work with key retailer buying teams to ensure correct and timely set up of all new products. They will also notify the brand team if gaps in digital assets are present.

  • Digital merchandising specialists will collaborate with key agency partners including design, search, and lead internal brand teams with execution of digital campaigns.

  • Work with markets to serve as the Sales team’s key point of contact for all things related to the digital shelf and online content across B-F’s portfolio of brands. The position will also sit in on key retailer meetings and provide presentation support as needed.


  • Solid level of ability in juggling various projects and priorities, a high attention to detail, and a solution oriented working style.

  • Thorough and detailed with documentation and communication, and efficient enough to meet deadlines.

  • Previous experience of website or e-commerce (must have personal experience buying online.)

  • Excellent written and verbal communication skills with ability to present ideas and information clearly.

  • Strong project and time management skills, able to be self-directed and proactively manage and direct multiple projects simultaneously.

  • Basic understanding of website development and content management systems

  • Knowledge of SEO best practices and their implementation

  • Basic understanding of marketing concepts and consumer behavior

  • Some experience with Online Analytics

  • Highly organized and detail oriented

  • Proven track record to achieve goals

  • External agency management oversight experience preferred


  • Analysis & Reporting: Work with our monitoring partners to understand and share metrics with Brand teams and Stakeholders

  • Content Strategy & Development: Work closely with the digital marketing team, sales and brand team to develop a strategy for each retailers’ platform to optimize our digital shelf. They will be responsible for maintenance of enhanced product content pages for all products within key retailers owned sites. This will require them to understand the limitations and requirements of our partners and B-F Brand guidelines.

  • Digital Trends: Conduct regular research and audits of the marketplace and competitive sets for new ideas related to the online consumer shopping experience and site presentation. Stay up to date on trends and changes within the ecommerce and retail landscape in order to be able to provide a point of view on how our digital shelf efforts could be improved. This includes regular research and audits of the marketplace and competitive sets.

  • Brand Equity: Demonstrate brand stewardship across all materials working closely with the brand teams to ensure that all efforts are on brand and on strategy.

What Exactly Are We Looking For?

  • Bachelor’s degree with 2-3 years of experience or, in lieu of degree, at least 4 years of experience in the field of eCommerce and Digital Marketing and/or Technology

  • Demonstrated experience working with SEO, Review management, Rich Content and Brand images in relation to online marketing

  • Technical knowledge required for e-commerce development, UAT, design and launch strategies including SEO

  • A keen eye for emerging technologies and how to adapt / adopt them for an enriched shopping experience

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: USA & Canada

City: Louisville

State: Kentucky

Country: USA

Req ID: JR-00003312