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Brown-Forman Digital Marketing Specialist France and BeLux in Paris, France

Who is Brown-Forman?

In January 2014, B-F France opened its own distribution unit after 17 years with a local distributor. Brown-Forman is today the leader of American Whiskeys in the market.

Excellence, caring, teamwork, creativity and respect are essential values in any role within this organization.

Brown-Forman France is strongly committed to diversity and inclusion. Brown-Forman has been recognized for over 7 years as a great place to work and is also since 2021 Great Place to Work for Women.

Meaningful Work From Day One

The Digital Marketing Specialist - France & BeLux is a newly created role within Brown-Forman Integrated Marketing Group (IMC) and provides exposure to the core communication areas of media planning, content, data and analytics, e-commerce, social, on-line video, CRM, search and website.

Supported by a strong capabilities program, this is an ideal opportunity to learn and hone these core disciplines and gain “hands on” project experience; all designed to help you grow into a well-rounded digital marketer.

With the accelerated expansion of the digital economy and as the lines between the physical and digital worlds continue to merge, Brown-Forman created a new community called Integrated Marketing Communications (IMC) . This new way of working will:

  • Better integrate how we connect and engage with consumers across all forms of media

  • Grow our e-commerce capability to ensure our brands can be purchased in the time, place, and manner most convenient for our consumers

  • Fully optimize our brand assets to have the highest impact on consumers across platforms we own (such as websites) and those we do not (such as social media)

  • Leverage more relevant and timely data to rapidly and continuously adapt our approach to marketing and selling

You will report to the France & BeLux IMC Leader, working with France Marketing Team, France Key Account & Sales teams, Global Inbound/Content Director (part of Global IMC Center of Excellence team) to achieve excellence in the following 3 core areas:

Support the IMC Leader in campaign data & analytics for France & BeLux markets (approx. 45% of role)

  • Leverage data sources such as campaign metrics, search metrics, social listening, competitive data to build a full picture of campaign response and maximize future learnings

  • Partner with the CoE on campaign measurement, evaluation and optimization whilst building a thorough understanding of the available supporting data, tools and metrics.

  • Ensure a robust “test and learn” plan is implemented across the portfolio to continually improve our understanding of the best channel & content mix to drive the best results relative to brand strategy & campaign objectives.

Implementation and management of the Product Information Management System (PIM) for France and expansion of its use over time (approx. 45% of role)

  • In this role you will work closely with the global and local teams on the set-up and implementation of the Product Information Management PIM system, ensuring it always has the most up-to-date and high-quality assets and information ready for distribution to retailers & external partners.

  • Identify gaps in PIM assets and work with the Marketing & Sales teams to build this platform application over time, making sure the content delivered is in line with local market brand and sales strategy & initiatives.

  • Seek out “best in class” practice from other markets to continually improve the PIM and share best in class implementation with other PIM markets.

Support France brand team in peak season activity on content ( approx. 10% of role)

  • Work with local FR brand teams to support the delivery ‘on time in full’ of material for major Social Media / Partnership campaigns (end of year)

What You Can Expect:

Campaign Measurement & Optimization:

  • Build a thorough understanding of the global CoE process for setting pre & post performance metrics for IMC campaigns.

  • Looks to optimize both pre and post campaign evaluation and dynamic optimization within campaigns.

  • Ensures 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.

  • Leverages data sources such as search metrics, social listening, competitive data to build a full picture of campaign response and maximize future learnings

Ownership of the Product Management System (PIM)

  • This role is supported by the Global Inbound/Content Director who is part of the IMC Center of Excellence team located in the UK, as well as by Salsify, our platform technology partner.

  • The information stored in the PIM includes brand images, videos, technical information, product descriptions, drinks recipes and other elements of brand content.

  • Become a subject matter expert on the system and become knowledgeable to “problem solve”.

  • Continually seek to optimize assets to maximize communication and sales impact.

  • Ensure high quality content is correctly loaded into the system in accordance with the marketing and sales strategy.

  • Leverage both global and local content assets to enhance the overall quality of the PIM. Leverage Global Asset management system (BAR+)

  • Become an advocate for the PIM and increase overall knowledge and capability in Marketing & Sales about usage of the system.

  • This role does not require previous experience with a Product Information Management System (specific training and support will be given) but does require a high degree of organization and attention to detail

Support France brand team in peak season activity on content:

  • Work with local FR brand teams to support the delivery ‘on time in full’ of material for major Social Media / Partnership campaigns (end of year - OND season)

Stakeholder Management:

The France & BeLux IMC Digital Shelf Specialist role is an active participant in the overall B-F IMC 'community'. Critical stakeholders include:

  • The France & BeLux Marketing Team are key partners in turning brand strategy into communication strategy. The France & BeLux Brand Team lead 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.

  • Key Account & Sales Teams: understanding how to combine customer needs and e-commerce needs into the overall France communications plan and implementation by brand.

  • The Brown-Forman Global IMC Center of Excellence & Global Inbound/Content Director: are key partners in following Global process, metrics and valuation standards they are also key partners in subject matter expertise in PIM, media strategy, inbound, e-commerce content and performance analytics.

  • Media & Creative Agencies: Media and Global and local creative partners.

  • Brown-Forman IMC teams around the world - via the CoE team France IMC & Digital Shelf 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

Education: Undergraduate Degree

Certifications: Broad based business education such as Business Degree or MBA or specific educational qualifications in areas such as information technology or analytics related subjects.

Experience:

  • Candidate with 2+ yrs experience, working agency (media planning or analytics) and/or client side in the field of digital marketing and online shopper journey.

  • Ideal candidate will have project management experience within digital / e-comm communication planning and/or CRM analytics

  • Experience in holding leadership roles and organizing groups of teams is an important background for this role within or outside the communications field

  • Fluent in French, together with ‘business proficient’ English.

Nothing Better in the Market

Total Rewards at Brown-Forman is designed to engage our people to ensure our sustainable and profitable growth for generations to come. As a premium spirits company, we offer premium and equitable pay & bonus for individual and company performance. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce​.

At Brown-Forman France, we can offer a competitive benefits package including, but not limited to flexible-working options, product samples, private pension plan and providency insurance, participation in private health insurance, a company savings plan and top IT tools (IPad, Iphone, Laptop), along with career opportunities and development plan.

#LI-KI1

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: Europe Division

City: Paris

State:

Country: FRA

Req ID: JR-00003832

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