Brown-Forman IMC Specialist - Emerging Brands in Louisville, Kentucky
With the accelerated expansion of the digital economy and as the lines between the physical and digital worlds continue to merge, Brown-Forman has created a new community called Integrated Marketing Communications (IMC). This new way of working will:
Better integrate how we connect and engage with consumers across all forms of media
Grow our e-commerce capability to ensure our brands can be purchased in the time, place, and manner most convenient for our consumers
Fully optimize our brand assets to have the highest impact on consumers across platforms we own (such as websites) and those we do not (such as social media)
Leverage more relevant and timely data to rapidly and continuously adapt our approach to marketing and selling
The Brown-Forman Integrated Marketing Communications Center for Excellence will manage platforms, processes, and best practices, and ensure a linked “ecosystem” across the global IMC community. This new team represents our commitment to digital and e-commerce transformation and will be a growth driver for our brands for generations to come.
" This exciting role has a unique opportunity to help forge and sustain the communications for multiple premium emerging brands in the United States" - V P, Group Brand Director, Emerging Brands
You Can Look Forward To :
This role supports and implements US&C Integrated Communications strategy forEmerging Brands in US&C reporting to the US&C Emerging IMC Manager as part of theUS&C Marketing Team. .
Supports the US&C Emerging IMC Manager in improving the processes and implementation of communications plans and evaluating results.
Communicates best practice and helping to optimize the overall communications process and tools for Emerging Brands in US&C.
Develops and executes e-mail and social campaigns, leveraging existing assets and authoring original content where required,
Importantly this role is responsible for serving as a resource to the Emerging Brands Team in the development of communications strategy but is also “hands on” when required to manage content, websites, CRM, social media and short term initiatives in collaboration with the Emerging BrandsUS&C IMC Manager.
Working in Partnership: The partnership between the Emerging Brands IMC group and US Brand Management is key. The US&C Brand Directors lead creative briefs, agency briefings, idea evaluation and execution as well as agency collaboration. They are the final approvers of brand strategy, communications development and creative output.
What You Can Expect:
Works with the US&C Emerging IMC Manager and Chambord/Fords, Slane, Scotches, and Coopers brand teams to plan, execute and evaluate the following:
Owned Platforms: Maintain & update “owned” Media Platforms
Maintains and updates the Emerging US websites with our agencies and Brown Forman IT.
Maintains & updates other US&C Emerging owned channels: Facebook, Instagram, Pinterest, Twitter
Maintains and updates the CRM database ensuring compliance with local data usage regulations and data security.
In conjunction with the Global media and e-commerce homeplace manager supports Emerging homeplace and e-commerce initiatives.
Develops and executes e-mail and social campaigns, leveraging existing assets and authoring original content where required.
Content: Organizing, sourcing and managing content
Works closely with US National marketing & regions and e-premise team on Chambord, Fords, Slane, Coopers, Ben Riach, Glendronach, and Glenglassaugh content needs, ensuring that best use is made of existing assets.
Manages Emerging content (rights, BAR+, etc) to ensure world class and prioritised content.
Maintains & updates the US&C Emerging content strategy and the Emerging content calendar.
Works with US IMC Director and CoE to ensure communications are aligned with digital and media compliance guidelines as well as inclusive and responsible marketing best practices.
Market Support: Hands on support in implementing market initiatives
This role is “hands on” in supporting day to day requests from the Emerging US Brand team and the US sales regions. This may involve sourcing content, setting up programs in response to requests.
This role is the “go to” contact for supporting field activity in the US that requires communications, digital or other media support.
This role advises on how to do this efficiently in line with the Brown-Forman communication principles and in line with appropriate local advertising and data privacy regulations.
Where required this role connects with our global media agency, creative agency, the Brown-Forman Design team and external suppliers to meet market implementation requests.
Campaign Evaluation: Data & Analytics
This role implements the Global IMC Center of Excellence process in the evaluation of campaigns using Global data, tools and platforms to set metrics in advance and complete post evaluation of campaigns.
This role also evaluates how to use test & learn and real time campaign optimization to maximize communication activity.
This role is also responsible for sharing best practice and results of campaigns with stakeholders to constantly optimize our communication programs.
We a re Looking For People Who...
Bachelor's degree and 4+ years working client and/ or agency side in media and marketing disciplines.
Experience working across the US media landscape and strong knowledge of US media channels.
‘Hands on” planning and buying experience gained either at client or agency or ideally both.
Managing communications budgets in the US.
Consumer brand experience in this field is a must for this role ideally in a fast moving consumer goods or luxury brand company (i.e. not a B2B environment).
Demonstrated experience across media, social, on-line video, CRM, search, website, data and analytics, content and e-commerce.
Strong understanding of marketing principles and brand growth strategy.
Experience working with a media agency team including media briefing and managing agency projects.
What Sets You Apart:
Certifications: Broad based business education such as Business Degree or MBA.
Ideally the candidate will have a combination of client and agency experience or have extensive experience in client management at the agency side.
Experience in working with media and creative agencies in the US.
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
Req ID: JR-00002240