Brown-Forman Global Brand Manager Fords Gin in Louisville, Kentucky
Meaningful Work From Day One:
Brown-Forman has committed to the International expansion and growth of Fords Gin. To ensure maximum success the brand will need someone to be the brand’s custodian, delivering our strategies, marketing plans and effective tools to the markets and to ensure that Fords Gin is launched and grown the right way as we expand.
The mission of Fords Gin is to establish itself as The Cocktail Gin, further reinforcing its already positive reputation among the professional hospitality community, while also expanding awareness and penetration amongst a broader consumer audience.
Work as Brown-Forman’s expert on all things Fords Gin and work with the International teams to ensure growth and consistency of brand messaging, managing independent partners across the World. Define brand architecture, marketing strategies, business goals and sales targets with budget responsibility, leading the business development and brand development with local teams.
What You Can Expect:
GLOBAL ENGAGEMENT & INTERNATIONAL EXPANSION
Work with local B-F teams to create business development strategies and launch/marketing plans to ensure long-term brand success in our international markets
Support the ongoing implementation and execution of international Fords Gin marketing plans and implementation of new campaigns across markets
Ensure all local teams are provided with data, knowledge and insights on the gin category as well as insights into the positioning of Fords Gin within the category context
Develop brand building model and monitor implementation and results
Collaborate with markets to assess progress against business objectives, provide regular reports to manager.
Create consumer facing strategies that increase the mental and physical availability of Fords Gin. Capitalizing on the new Energy BBDO campaign “The World is your Cocktail”
Work with Global Brand Director and IMC Manager to create effective marketing strategies aimed at increasing market presence and sales that also build brand loyalty amongst the cocktail industry, clearly communicating why Fords Gin is ‘The Cocktail Gin’
Develop an understanding of the growth drivers of Fords Gin and partner with finance, region and market teams to drive business results with consideration to price positioning, geography, channel and resource allocation.
Identify key markets and work closely with key markets for the global expansion of Fords Gin. Analyze category data across markets and look for markets where gin is emerging and growing
Act as internal torchbearer of Fords Gin within the International teams of Brown Forman
Work with the Global Brand Director to develop the Fords Gin Brand Architecture and implement across all key markets (CET, brand archetype, consumer mindset, brand equity triangle, brand positioning statement etc.)
Develop campaigns to support the core communication platforms of Fords Gin for International markets to build brand awareness and communicate our key brand messages.
Work closely with the IMC Manager Global Emerging Brands to develop and produce marketing tools, brand standards and guidelines. Update with new assets and creative to keep the brands visual identity current.
Create education programs and support materials designed to make sure B-F partners have a good level of gin knowledge and of the Fords Gin story.
Create education and communication for our advocacy teams around the world so that they can clearly communicate the key brand stories of Fords Gin.
RESPONSIBLE AND INCLUSIVE MARKETING
Be a champion for Brown Forman’s “be better do better” approach to D&I and make D&I an everyday consideration across all Fords Gin initiatives.
Identify multi-cultural insights that inform diverse marketing strategies across different consumer groups. Lead brand campaigns that reflect a diverse population.
Work to minimize environmental impact of supply chain and implement sustainable best practices for Fords Gin brand materials and POS.
P&L and BUDGET MANAGEMENT
Manage brand P&L and profitability to meet SNS targets.
Manage global marketing budget, effectively allocating on initiatives that create profitable brand growth.
Invoice management and processing.
Work with finance and supply chain teams on opportunities to improve profitability.
We Are Looking For People Who:
Bachelor’s degree in business or marketing
5-7 years’ experience in a Brand Management/Marketing Management position, in a consumer product company, wine & spirits industry experience preferred.
Expertise in on and off premise businesses, and an understanding of local compliance rules
Spirits/Beverage Alcohol or premium brand lifestyle experience
Experience working with outside agencies (POS development, advertising…)
Strong analytic skills and the ability to turn “insights to actions”
Mature and self-sufficient with the ability to work alone as well as encourage others.
Education in cocktails and spirits
Very Strong written communication skills
Excellent presentation and document creation skills
Event management 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: Global Marketing
Req ID: JR-00003022