Brown-Forman Premium Whiskey Education & Advocacy Leader in Louisville, Kentucky
Premium Whiskey Education & Advocacy Leader
Reports to: Portfolio Execution Director
Partners With: Whiskey Brand Directors, GreenHouse Agency, Brand Integration Directors, Division Portfolio Managers, Distillery Managers, Event Planning, and Brown-Forman Ambassadors (JDTW, Herradura)
A career at Brown-Forman is just like a good bottle of bourbon: unique and refined, with a bit of a kick. Making our products from barrel to bottle requires detailed planning along each step. Just like bourbon production, our employees work in many different aspects to create the best possible product. This way, our customers can enjoy the world-class brands we promise to deliver. Here’s the kicker - we, too, get to enjoy this process, just one of the sweet benefits of leading the market with the world’s favorite whiskey. Whether in the ground, in the store, or in the office, we hand pick all of our ingredients in order to be proud of what we achieve.
As a global company, we value our employees’ interests and investments in the international market. We’re looking for engaged and creative thinkers to join our US/ Canada Marketing team.
The Premium Whiskey Education and Advocacy Leader is responsible for establishing a consistent approach to trade advocacy and brand/portfolio education across the U.S. and Canada, with emphasis on Super-Premium American Whiskey.
Allocation of Time : 60% Advocacy and 40% Education Platforms
Partners with Portfolio Execution Director and other Whiskey Marketing/Brand Directors to develop advocacy strategy & lead our Ambassador Agency and team members.
Leads thinking on how, when, and where we deploy brand ambassadors
Leads development of brand ambassador job description, socializing expectations across respective brand groups
Identifies and develops plan for B-F participation in major whiskey events
Develops execution guide for targeted whiskey events, and provides guardrails for local opportunities
Develops appropriate metrics/measures that quantify success for the team
Organizes use of home places and maximizes synergy across the portfolio
Incorporates stronger connectivity to the overall brand building “business”
Leads the development of creating multiple tiers of advocacy playbooks (Top Tier Influencers approach, Second Tier, etc)
Leads development of brand ambassador team
Leads and coordinates the training of B-F brand ambassadors
Establishes communication network with brand ambassadors and key stakeholders that facilitates best practice sharing, understanding of competitive landscape, and continues to improve our overall advocacy efforts
Plays an active role in hiring of B-F brand ambassadors, outlining the profile of a successful candidate for internal stakeholders
Oversees a consistent review process of B-F brand ambassadors, ensuring benchmarks are achieved and development plans are in place
Actively develops, leads, and/or implements our Whiskey platforms targeting distributors, trade, BF personnel and agencies.
Facilitates B-F participation in major whiskey events, coordinating recaps to drive continual improvement
Leads development of CRM program to maintain contact with event participants
Represents B-F brands at high profile events
Retools education programs based on changing needs and portfolio
Manages the NAR Brand Education web site ensuring information is updated
Provides input into the development and maintenance of our whiskey brand building modules
Coordinates the content of each program with respective brand marketing and production teams
Establishes the schedule, coordinates participants, and communication before and after each event
Builds database of participants for future communications
Provides stakeholders recaps of each event
Collaborates with distillery personnel to ensure coordination of key events
Manages agencies in the development of educational assets
Collaborates/Communicates with field teams on execution of our education platforms
Requirements and Competencies:
7 – 10 years relevant experience working in drinks, hospitality, or luxury goods environment
Demonstrated ability to build relationships and maintain effective working relationships with brand, sales, distributors and accounts and all internal stakeholders
Excellent oral and written communication skills
Analytical and strategic thinking
Persuasive advocate with capacity to build consensus, drive action, and produce favorable results.
Demonstrated knowledge of beverage alcohol business and three-tier distribution system
Action-oriented: Responds in a timely and effective manner to business issues and opportunities.
Highly organized: capable of meeting multiple deadlines and juggling multiple projects.
American Whiskey expertise
- Results Orientation: The ability to operate with a high level of energy focused on outcomes. Establishes, communicates and develops methods for monitoring performance against objectives. Engages in a process of
consultative problem solving which creates new and effective solutions. Demonstrated ability to work on projects towards the accomplishment of established goals and objectives. The ability to influence the behavior of others through written, oral or interpersonal communication toward desired outcomes.
Goal setting and Delegation: Jointly or individually establishes and communicates performance and provides feedback on progress towards the accomplishment of established goals and objectives. Assigns responsibilities, provides direction and appropriately monitors and provides feedback.
Business Acumen : Demonstrated understanding of distributor management, channel segmentation, brand building models and B-F processes and systems.
Analytical Ability: The ability to identify problems, analyzes relevant data, think critically, generate alternatives, and select appropriate solutions. Ability to think rationally and logically, recognize and test assumptions, move to problem resolution by identifying facts, causes and issues and present solutions.
Leadership Capabilities: The ability to utilize appropriate styles and methods of guiding individual groups towards task accomplishment.
Financial Acumen: Demonstrates good business sense, including the ability to correctly interpret financial information, and make effective and efficient use of financial resources to achieve optimal results from the brands. Ability to utilize appropriate financial, competitive, and brand data to develop and monitor a budget.
Excellent Communications : Proven ability to communicate information and ideas to others in an understandable manner. The ability to comprehend and understand new information. The ability to establish vehicles, structures and processes for open exchange of information.
Developing, managing and leveraging relationships: Understands and demonstrates awareness of the inter-relatedness of different functions within the organization. The ability to naturally encourage others and move the team or group toward the organizational goals
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-00000514