Brown-Forman Director Global Planning & Insights, Super Premium & Emerging Brands in Louisville, Kentucky
For 150 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 RTDs, 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, GlenDronach and Slane. Brown-Forman’s brands are supported by over 4,700 employees and sold in more than 170 countries worldwide. For more information about the company, please visit https://www.brown-forman.com/.
The Planning and Insights team exists to facilitate better decision making and help build competitively advantaged plans across the Marketing organization. The Director Global Planning & Insights, Super Premium & Emerging Brands will be tasked with improving business outcomes for Global Super Premium and Global Emerging Brand Teams. In particular, they will provide leadership leveraging information and insight to drive plans and strategies. This role also encompasses optimization of brand architecture, co-create Communications Briefs and the ongoing cultivation of brand growth.
• Brand Scope: Primarily responsible for Woodford (WR), Old Forester (OF) with the addition of strategic oversight of the Global Emerging Brands (Finlandia, Chambord, Scotches & Slane) and Tequilas
• Geographic Scope: Primarily Global needs, as well as any US insights needs for Woodford and OF
Provide planning and strategic support to WR, OF and Tequila and Emerging Brands Global Managing Directors and their teams. Specifically, s/he will
Lead the identification of gaps in consumer understanding, implement and lead approaches for research and analytics and provide insights and recommendations
Be key player in translating information and insights into brand and business strategy and proactive business opportunities. This includes covering all facets of consumers and their behavior from decision making and brand choice right through to evaluating media and recommending ways to improve plans.
Act as a key link between B-F and our global Creative Agency (Energy BBDO) in helping to co-create creative briefs that identify the strategic consumer issue to solve, and partner through the creative process to deliver best in class, and competitively advantaged brand communications
In line with Global Brand MDs, help to manage and execute the B-F Way Planning process covering all steps from Environmental Analysis through S&I and finalizing plans for growth as well as the continued integration of the Brown-Forman Brands Growth Framework
Oversee the provision of planning, insight and strategic support to US / CANADA super premium brand teams (WR,OF), including;
Partner in translating information and insights into brand and business plans and strategy
Partner in managing research and insights projects from start through to completion
Manage the development of the Snr Manager, Planning and Insights – Tequilas, and assist as required across the Tequila Team
In addition, when required s/he will assist the Director, Global Planning and Brand Building Strategy in B-F’s Planning and Insight function, stewarding to its next level of excellence. Key priorities include:
Increasing connectivity, sharing and the scaling of outstanding work
Identifying opportunities for standardization and efficiency in our insights approaches
Integration of Next Generation Brand Tracking across B-F
Key Connections - Internal/External:
The following stakeholders are essential key connections for this role:
Global Brand Managing Directors
Global Brand Managers
US super-premium brand directors/managers
Regional and Global planning & insights colleagues
Dir. Marketing and Creative Services
Selected Consumer Insight and Planning Agencies
- Senior Planning & Insights Manager, Global Tequilas
Desired Leadership Characteristics:
The Director, Global Planning and Insights Super Premium and Emerging Brands is a senior leader of BFC. As such, the leadership characteristics the role requires are captured within “The B-F Brand of Leadership” and is best described as “respectful leadership”. Attributes of this are ..... an open-minded, collaborative spirit grounded in trust ..... a belief that “no one of us is as smart as all of us” ..... an equal appreciation of the “what” (results) and the “how” (process, relationships) ..... the practice of diversity and inclusion ..... a commitment to highly responsible and caring behavior ..... and a regular demonstration of humility.
Key Functional Requirements:
In addition to the leadership characteristics described above, the key experiences and capabilities needed to excel in this role include:
Deep Insights knowledge and experience (12+ years), including Consumer, Shopper and Digital insights
Demonstrable experience in strategic thinking (6+ years) and building growth winning strategies
Demonstrated experience across key Planning and Insights frameworks and tools such as Brand Tracker, Apollo and How Jack Grows
Intellectual curiosity and innovative thinking
Strong people leadership and development, ability to build strong teams
Excellent stakeholder management experience
Demonstrated Facilitation skills
Agency side consumer research experience
Brand / Market Strategy build experience
Marketing Capability/ Curriculum development
Global or multi-country experience
Salary Grade: 33 3B
Location: Louisville, KY
*For this position, relocation assistance to the Louisville, KY area may be provided as necessary.
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
Req ID: JR-00001375