Brown-Forman Digital Marketing & Communication Specialist - Global Travel Retail in Paris, France
Imagine working for a company that welcomes you in, inspires you to bring your best self to every opportunity, and encourages you to grow and develop your career in a resilient and fun industry. Brown-Forman offers our employees this kind of career and environment and has for more than 150 years. Together, we proudly live and work by our values, striving each day to be better and do better as people, as a company, and as members of the communities we call home.
Come have a seat at our table .
Meaningful Work From Day One
This role provides an exciting opportunity to support the GTR IMC Leader and partner with the GTR Marketing Director and the wider marketing team in developing and executing the Integrated Marketing Communications strategy for GTR, ensuring all of our Digital Marketing efforts ladder up to our goals and objectives.
The role is to support the IMC Leader, brand marketing and key commercial teams in GTR in improving the processes and implementation of communications plans and evaluating results and optimisation.
This role will be “hands on” including content management and maintenance, digital campaign planning and implementation and evaluation of results across the digital ecosystem - both for Brown-Forman brands and GTR Customer’s channels (Owned, Earned and Paid Media, CRM, eCommerce, Search, Email etc.).
Working in Partnership: The partnership between the GTR IMC Manager and GTR Brand Management is key. The GTR Brand Teams lead creative briefs, agency briefings, idea evaluation as well as overall agency collaboration. They are the final approvers of brand strategy, communications development and creative output. IMC leads certain digital projects (briefing, agency collaboration, agency reviews) and collaborates with the brand teams in bringing all omni-channel campaigns to life.
Your internal job title will be IMC Specialist.
What You Can Expect:
You will help Brown-Forman pioneer innovative IMC thinking in a digital world. You will work with the GTR Marketing Team, GTR Customer Marketing, Global IMC Centre of Excellence Team & Global IMC Teams, to achieve excellence in the following areas:
1) GTR Market Digital Support:
This role is “hands on” in supporting day to day digital activities from marketing teams. Working with an entrepreneurial spirit, you will support the IMC leader in the execution of the IMC strategy. You will advise 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.
There will be a heavy focus on Paid/Owned/Earned Media and an awareness of Emerging Platforms (Social Platforms, Voice, Gaming etc.) Where required this role will also require connecting with our global media agency and the Brown-Forman Design team and external suppliers to meet market implementation requirements.
2) Digital Communications Excellence:
Together with the Marketing brand teams “join the dots” across digital communication disciplines across the consumer (traveller) and shopper journey.
You will work with the team to manage, update and leverage Owned/Paid platforms and work closely with Insights on understanding campaign effectiveness including brand tracker. You will work with the team in developing and implementing Paid Media campaigns. Support Brand marketing & key customer marketing and commercial teams in developing brand communication and e-commerce plans to deliver on brand and business strategy.
3) Campaign Measurement & Optimization:
You will partner with CoE on campaign measurement, evaluation and optimization. Building understanding of data, tools and metrics for campaign evaluation. Build a thorough understanding of the global CoE process for setting pre and post and dynamic optimization metrics for campaigns.
You will look to optimize both pre and post campaign evaluation and dynamic optimization within campaigns across the consumer & shopper journey. Ensure a robust “test and learn” plan across the portfolio to continually improve our understanding of the best channel and content to drive the best results relative to brand strategy & campaign objectives. Leverage data sources such as search metrics, social listening, competitive data to build a full picture of campaign response and maximize future learnings.
4) Content Management and Optimization:
You will leverage content management developed by global and GTR and adapt or develop additional resources when necessary to increase efficiency and minimize local creative development. Share and communicates global and market content assets, guidelines for content calendar, timings and process. Work with teams to ensure communications are aligned with digital and media compliance guidelines as well as inclusive and responsible marketing best practices.
Create/adapt all Owned/Earned/Paid media content for all brand campaigns. Working with Brand teams, be the owner of the brand market assets for digital platforms including brand images, videos, technical information, product descriptions, drinks recipes and other elements of brand content always most up to date and high quality assets and information for distribution to external retail and other partners. PIM is not yet developed locally, but became the owner and advocate of the Brand bank to develop it in the medium term and ensure customer marketing and commercial teams have access to the latest, relevant content.
5) Collaboration & Best Practice:
You share learning & best practice on communications initiatives (media & content) across global, market and region. Encourage cross-market communication and sharing. Partners within the cluster with the IMC Manager GTR and global “Marketing Capabilities” team to build market capability on Brand Communications and IMC disciplines across the market organization.
6) Stakeholder Management:
This role is an active participant in the overall B-F IMC 'community'. Critical stakeholders include:
The GTR Marketing Team are key partners in turning brand strategy into communication strategy.
Customer Marketing and Commercial Teams: Understanding how to combine customer needs and e-commerce needs into the overall GTR market communications plan and implementation by brand.
The Brown-Forman Global IMC Centre of Excellence are key partners in following Global process, metrics and valuation standards they are also key partners in subject matter expertise in media, inbound, e-commerce content and performance analytics.
Creative Agencies: Global and local creative partners.
Brown-Forman IMC teams around the world - via the CoE team, the IMC Specialist will be expected to share best practice and gain maximum learning from our IMC activity around the world.
What You Bring To The Table:
● Bachelors Degree or equivalent experience.
● Experience working client and/ or agency side in media and marketing disciplines.
● Demonstrated experience across media buying/planning and knowledge of digital strategy across channels.
● Digital savvy and demonstrated experience across social, online video, CRM, search, website, apps, data and analytics, content, PIM DAM, programmatic and eCommerce etc.
● 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).
● Strong understanding of marketing principles and brand growth strategy.
● Evidence of complex project management and use of analytical skills and tools within a communications environment.
What’s It Like To Work Here:
Brown-Forman GTR supports our highest ambition of Nothing Better in Market with a unique space, mindset and time that enables deeper connection and meaning with our unique portfolio. The Travel Retail Channel is one of the most dynamic and resilient retail environments where the super premium + offering shines and is king. Our long term strategy has identified material business opportunities especially in the super premium + segments. The GTR Marketing Team is composed of passionate leaders who collaborate everyday to enrich the traveller’s journey with an elevated brand & shopping experience.
Nothing Better in the Market:
Total Rewards at Brown-Forman is designed to engage our people to ensure sustainable and profitable growth for generations to come. As a premium spirits company, we offer equitable pay structures for individual and company performance alongside a premium employee experience. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.
Business Area: Emerging International Division
Req ID: JR-00005552