Brown-Forman Operations Manager Jack Daniel Visitor Center in Lynchburg, Tennessee

Scope of Position:

Leads, Guides and Directs the activities associated with crafting a one of a kind guest experience for our nearly 300,000 guests we have annually at the Jack Daniel Distillery. Leading Visitor Center Operations, which is a 7-day/week operation, including day and evening events. This includes leading the efforts of all the employees that work in Guest Experiences and Guest Services. These two areas include two supervisors and a staff of full time and temporary employees tasked with greeting guests, selling tickets, giving tours, driving buses, pouring Lemonade, engraving bottles, taking and sell photos, etc. The areas of responsibility include The Visitor Center, Welcome Center and the Tour Path at the Jack Daniel/Lynchburg Homeplace. Will also be responsible for the exhibits and historic preservation of the various artifacts located in the Exhibit Hall or other areas at the Visitor Center.

Basic Function:

Guest Services – Leads the activities at the Welcome Center and Visitor Center associated with meeting, greeting, selling tickets, engraving bottles and taking/selling photos. Must fully understand the production process, quality, and maturation, including selection of aged product which meets or exceeds the various criteria and quality parameters set forth for the Jack Daniel Family of Brands of Whiskeys. Leads the strategic direction and operational policies associated with the various software systems and policies used to manage these areas.

Guest Experiences – Leads the activities associated with giving tours, transporting our guests around the Marketing Operations, setting up samplings and overseeing whiskey inventory used in the sampling area. Will also assist the site Sr. Leadership team by hosting special VIP guests at the Homeplace and Distillery and giving plant site tours at the Distillery, cooperage and stave mills.

May be required to personally give Distillery and Site tours to various groups associated with the media, trade, shareholders and other special groups.


  • Will be responsible for ensuring the Guest Experience at the Jack Daniel Distillery meets with the Brand direction and exceeds the expectations of the guests. Lead a team of approximately 60 employees whose focus is on providing a unique and one of a kind experience for the guests of the Jack Daniel Distillery. Will be heavily involved with goal setting, using analytics to improve operations and measuring performance. Ensure and operate a safe environment for our guests and employees. Maintain excellent team morale and friendly culture for our employees. Become resident historian over time.

  • Conduct VIP tours of the production facilities in Lynchburg for various distributor groups (international and domestic) and other groups as appropriate, and help conduct tastings for these groups, providing the history of the products and the town where they are produced.

  • Manage budgets; develop project plans for capital projects, meeting staffing needs by interviewing prospective candidates and making hiring decisions.

  • May be asked to conduct interviews with the media, host tastings and personal selections/collections for special groups.

  • Other duties as assigned: must be able to support office personnel and assist with set up/tear down for special events.

Must Requirements (including any physical requirements)

  • Bachelor’s Degree in Business, Hospitality, Retail, Tourism or related field and a total of 5+ years’ experience in these disciplines.

  • Demonstrated skills and ability to develop and maintain effective relationship with people at all levels including internal and external; management groups; sales, marketing; wholesalers, and retailers.

  • Excellent interpersonal skills and experience hosting groups, speaking in public and some exposure dealing with TV/Radio/Print/Social media. This includes the ability to be media trained by Brown-Forman Media group/agency.

  • Extensive knowledge of the history of Jack Daniel and the town and area where it produced.

  • Must possess or be able to acquire a Distillers Representative Card, State ServSafe Permit and be TIPS trained to serve alcohol at events and maintain certification.

  • Have the ability to taste and evaluate whiskey products.

  • Demonstrated knowledge of the distillery process operation; maturation procedures and a complete understanding of the entire process of making and aging Jack Daniel Tennessee Whiskey.

  • Must have good knowledge of safety and security policies of Jack Daniel Distillery in relation to media requests; specific understanding of areas of sensitive and dangerous components.

  • Must be compliant with TTB rules and any other government or company regulations in areas of responsibility and maintain certification (i.e. Distiller’s representative card, etc.)

Preferred Requirements

  • 4 – 6 years’ experience at a Distillery Home Place

  • Master’s Degree in Business or Related field

  • Bi-lingual or multi-lingual

Grade 30

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 Production

City: Lynchburg

State: Tennessee

Country: USA

Req ID: JR-00000106