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Brown-Forman IMC Specialist - National Accounts (remote opportunity) in Louisville, Kentucky

Meaningful Work From Day One:

  • This role supports and implements US&C Integrated Communication and Media strategy for Omnichannel accounts in US&C, reporting to the US&C IMC Manager: Omnichannel as part of the US&C Marketing Team.

  • Supports the US&C National Accounts IMC Manager in improving the processes and implementation of Omnichannel media programming and evaluating results.

  • Communicates best practices and helps to optimize the overall communications process and tools for National Accounts in US&C.

  • Importantly this role is responsible for serving as a resource to the Grocery/OnPremise Channels in the development of integrated shopper media and communication strategy but is also “hands on'' when required to manage content and short-term initiatives in collaboration with the Grocery/OnPremise Channels and US&C IMC Manager.

  • Working in Partnership: This role actively partners and collaborates with a variety of stakeholders, including Grocery/OnPremise CMMs or eTailers/eMerchandising NAMs, IMC group, regional teams, and US Brand Management.

What Makes This a Great Opportunity:

Works with the US&C Omni Channel IMC Manager and [ Grocery/OnPremise Channels to plan, execute and evaluate the following:

Customer Marketing Programming: Implement Retailer Digital & ePremise Programs

  • Participates in the development of the media and customer marketing programming and leads the activation in collaboration with CMMs and NAMs.

  • Works with NAMs and IMC Manager to maintain understanding of account eCommerce strategy and works with Digital Shelf Specialist to maintain understanding of current capabilities, future capabilities, algorithms etc.

  • Ensures all customer and epremise marketing assets meet Brown-Forman Legal and Compliance requirements.

  • Understands current shopper and retailer trends and champions customer marketing with internal stakeholders and IMC colleagues.

  • Maintains library of shopper-marketing vendors and capabilities, including previous internal campaign executions.

Content: Organizing, sourcing and managing content

  • Works closely with US National marketing, agency, and e-premise teams on Omnichannel content needs, ensuring that best use is made of existing assets and manages the development with Digital Shelf Specialist.

  • Manages National Accounts content (rights, BAR+, etc) to ensure world class and prioritized content.

  • Maintains & updates the US&C National Accounts content strategy and the National Accounts content calendar, including the enhanced content plan and eMerchandising needs for relevant accounts.

  • Works with US IMC Manager and CoE to ensure communications are aligned with digital and media compliance guidelines as well as inclusive and responsible marketing best practices.

Campaign Evaluation: Data & Analytics

  • Analyze and manage reporting media and digital shelf performance/ strategy effectiveness for assigned Omnichannel accounts to relevant internal stakeholders. This includes an understanding of customer marketing performance metrics and coordination with agency partners on performance KPIs. Collaborate with Digital Specialist to understand Digital Shelf optimizations and the following digital shelf metrics for assigned accounts: Share of Search, product placement/ranking, page completeness and quality.

  • 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.

The Omnichannel Global IMC Specialist role is an active participant in the overall B-F IMC 'community'. Critical stakeholders include:

US CMM, NAMS Region & Sales Teams: understanding how to combine region needs, distributor needs and customer needs into the overall US&C communications plan and implementation by brand. Ensure local initiatives complement brand communications strategy and are aligned with legal and compliance guidelines.

US&C Marketing Team are key stakeholders in turning brand strategy into communication strategy. The US&C Brand Director leads 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.

The US&C IMC Director is a key partner in following Global & US&C process, metrics and valuation standards. The US IMC Director is also a key partner in subject matter expertise in media, inbound, e-commerce, content, performance analytics, US&C media landscape and agency management.

Media & Creative Agencies

What Exactly Are We Looking For?

  • Bachelor’s degree and at least 4 years working client and/ or agency side in media and marketing disciplines or at least 7 years of relevant marketing experience in lieu of degree.

  • 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:

  • Broad based business education such as Business Degree or MBA.

  • Combination of client and agency experience or extensive experience in client management at the agency side.

  • Experience working with media and creative agencies in the US.

Location: Potentially remote or hybrid workstyle. Louisville, KY; Cincinnati, OH; Indianapolis, IN; or Nashville, TN

This position is posted with multiple locations, you only need to apply to one of the postings to be considered for all locations and/or the remote work option.


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-00004259