Brown-Forman Jack Daniel's Insights and Planning Manager in Louisville, Kentucky
Jack Daniel’s Insights and Planning Manager, U.S./Canada
Reports to :
Director of Consumer and Shopper Insights, U.S. & Canada
Louisville, KY preferred. Secondary locations: Nashville, TN, Dallas, TX, Atlanta, GA, Chicago, IL
What You Will Do in This Role :
The Consumer and Shopper Insights (CSI) team exists to answer the biggest growth questions of the business. We do this through collaboration and synthesis of consumer, shopper, retail and brand & category insights which drive better brand and business decision making. Within the CSI team, the Jack Daniels Insights and Planning Manager will act as a catalyst for consumer driven brand growth, inspiring brand teams and senior leadership by understanding what matters to consumers in order to unlock significant opportunities for Brown Forman’s largest brand--Jack Daniels—in the largest market—U.S./Canada.
Under the guidance of the Director of Consumer and Shopper Insightsand working closely with the Jack Daniel’s US Leadership team, the role holder will be a strategic ‘thought partner’ who is responsible for actionable consumer understanding, strategy recommendations, research implementation and analysis. They will be capable of identifying compelling insights that can be used to develop solutions to business issues and opportunities. They are immersed in the consumer/shopper, and will draw upon the expertise of others throughout the business including in Marketing, Modern Media, PR, data and Advanced Analytics, the CSI team and external agency partners.
This person brings conviction for their thinking balanced by an open ear and mind. They are an excellent communicator, who can turn strategic thoughts into impactful presentations that are delivered with confidence and authority.
What You Will Experience:
The Jack Daniels Insights and Planning Manager responsibilities will include the following areas.
Proactively lead knowledge development for the Jack Daniels brand team through best-in-class understanding of consumer behavior and brand building. This will be fueled by managing research implementation and insight generation that drives business growth.
Identify and prioritize gaps in knowledge and understanding to inform the development of research plans that meet the brand teams’ needs.
Use best research models and approaches to optimize results within budgets.
Lead process of briefing and selecting appropriate research design and methodology.
Capable of designing questionnaires, building surveys and analyzing responses.
Visually and verbally distill information down to the key findings and produce a compelling story.
Interpret findings, and facilitate sharing of results to ensure these are embedded with stakeholders.
Answer data, research and insights queries, drawing on their ability to manipulate databases, using continuous and ad hoc data sources. Has the ability to interpret qualitative and quantitative data and convert this into real information.
Analyze and interpret the Brand Tracker and other data to help answer brand issues and unravel new insights
Utilize all other available sources to identify relevant consumer trends and behaviors and synthesize with other learning eg. IWSR and other data sources available.
Able to translate insights into strategic implications.
Act as the primary insights partner for the Jack Daniel’s brand team, bringing in other insights partners when needed to ensure holistic 360 analysis.
Represent the consumer and shopper perspective, integrating an understanding of the diverse US and Canada populations across genders, race, ethnicities etc. into everything the brand team does.
Alongside the Shopper Insights team, helps provide compelling shopper insights to the brand team.
Connect the dots between various data sources, distill it down, and deliver it in a compelling manner.
Ensure the brand teams are accurately and fully utilizing all available and relevant data, through creating clear and actionable reporting and facilitating training on insights usage.
Work with the broader US and Global Insights teams to ensure alignment and leverages global research, data systems and processes where appropriate.
Support the Consumer and Shopper Insights Director in managing larger projects for the BF US&C Business.
Partner with other Insights Manager on region &portfolio projects.
Participate on Global/ Special projects as appropriate.
Is the point of contact for the Jack Daniel’s Family of Brands for on-going research programs. E.g Brand Tracking.
Share best practice learning within the US&C Insights team, as well as with the broader Global organizations where applicable.
Supports the brand team in the annual strategic planning process
Detail key market trends and environmental factors that may impact channel and marketing plans.
Develop brand situation analysis based on robust, holistic consumer, shopper and business understanding.
Provide relevant inputs into the brand planning process by performing analysis, drawing conclusions and preparing recommendations, including setting up consumer-led KPIs.
Facilitate cross-functional workshops as part of the brand planning process, and compile outputs.
Collaborate with the brand team in the development of short- and long- term brand building strategies.
Build strong relationships, internally and externally
Work as a key business partner with the Jack Daniel’s brand team.
Manage effective working relationships with research agencies.
Actively participate as a member of the Brown-Forman Global insights community.
Proactive in self-development
Keep up to date with relevant industry and market trends.
Share best practice research learnings.
Demonstrate desire for new knowledge, experiences and challenges.
Able to assimilate and apply new information to the business situation.
Identifies, creates and capitalizes on learning opportunities.
We Are Looking For People Who :
The Jack Daniels Insights and Planning Manager role requires strong project management skills, time management and prioritization capabilities. It also requires working successfully with multiple stakeholders at different levels of seniority.
The Jack Daniels Insights and Planning Manager will seek out diverse ideas and be capable of moving the organization forward as we seek to understand consumer behavior and what drives brands growth. Most importantly, they will be insatiably curious, collaborative, and engage in continuous self and insight learning.
What Exactly Are We Looking For ?
Bachelor’s degree with 5+ years in Consumer Insights or education/experience equivalent
Ability to uncover the insight needs of internal stakeholders
Excellent quantitative research skills and understanding of/exposure to qualitative research.
Capable of understanding various methodologies and data sources and their appropriateness for applying to a particular business issue
Track record of translating data, research, and trends into actionable insights
Collaborative team player who can appreciate and use inputs from others
Outstanding written and oral communication in English
Excellent knowledge of panels and data analysis software and an aptitude for the manipulation and interrogation of databases (SPSS, Desktop Reporter).
Attention to detail and accuracy are essential
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-00002198