Brown-Forman Manager, Global Homeplace (Visitor Center) e-Commerce Media (Remote Work Opportunity) in San Francisco, California
Brown-Forman's new IMC Structure:
With the accelerated expansion of the digital economy and as the lines between the physical and digital worlds continue to merge, Brown-Forman has 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
The Brown-Forman Integrated Marketing Communications Center for Excellence will manage platforms, processes, and best practices, and ensure a linked “ecosystem” across the global IMC community. This new team represents our commitment to digital and e-commerce transformation and will be a growth driver for our brands for generations to come.
Manager, Global Homeplace (Visitor Center) e-Commerce Media:
“This role is a unique opportunity to build a new e-commerce business and manage media strategy for our visitor attractions around the world” - SVP, Integrated Marketing Communications, Capabilities & Design.
Meaningful Work From Day One
The Global e-commerce and Homeplace Media Manager role is a part of the Global Integrated Marketing Communications Center of Excellence (CoE) team.
The Integrated Marketing Communications Team includes Director level positions in Media Strategy, Inbound Marketing, e-commerce and Digital Performance.
This role reports to the Global e-commerce Director as a subject matter expert on global e-commerce and homeplace media for Integrated Marketing Communications (IMC) Leaders and Marketing leaders around the world.
It is the global thought leader for Brown-Forman on the topic of homeplace media and e-commerce and drives thinking on performance across all channels of media and e-commerce.
In conjunction with the Director of Global Digital Performance in the IMC Center of Excellence defines metrics and best practices in analytics for Global homeplace media and e-commerce and an ongoing culture of learning and optimization.
This role is to define best in class global thinking for the role of homeplace e-commerce and media and to maximize value across Brown-Forman.
This role reports to the Global Director of e-commerce within the IMC Center of Excellence but also is a key partner to the Brown-Forman Homeplace team in media and e-commerce.
What You Can Expect:
Supports the Global e-commerce Director in the following:
Building Global Subject Matter Expertise on e-commerce
Providing consultancy & support on e-commerce for market based IMC, Marketing & Sales teams
Developing and implementing common e-commerce metrics and reporting
Stakeholder Management: across Global IMC CoE, Market IMC, Brand and Sales teams, media and creative agencies and other external partners.
Developing and Implementing Performance Media Plans for Homeplaces.
Our Homeplaces generate revenues to off-set operational costs. Revenue is generated from ticket sales, up-selling tours and distillery experiences, special events and retail bought on site.
We use media to drive more visits (typically digital performance media) and to increase the value of each visit and plan. This media is planned and bought through our Global media AOR.
This role works with the VP, Homeplace Director and Homeplace Managers to develop media plans in accordance with business goals.
It also evaluates the success of these campaigns in driving revenue vs. cost. This includes optimizing through the test and learn programs, different types of content, different media channels and different audiences.
This also includes the use of search and search optimized content and visitor review sites.
Developing and Implementing Homeplace e-commerce strategy
We currently operate direct sales for our Sonoma Cutrer wines and run a wine club from this homeplace in California.
Changes in the law in the US have initiated a trial program to sell products (where legal) from our whiskey distilleries in Kentucky - Woodford Reserve and Old Forester via e-commerce.
There is also potential to leverage direct to consumer e-commerce sales from some of our other home places at this point principally our distilleries in Scotland.
We are launching some limited programs this year and see this as a significant revenue growth opportunity across our homeplaces in the future to sell distillery exclusives, limited editions, engraved bottles, gift packs and merchandise.
This role is an exciting opportunity to build in these trials and create a growing e-commerce business in this area including homeplace visitors but also reaching a broader consumer audience.
The opportunities for capturing “first party” data in this area is unique to homeplace direct sales. (In most other cases at Brown-Forman we are selling our products through distributors or retailers not to individual customers direct.)
Stakeholder Management: Key stakeholders for this role include:
IMC Center of Excellence: Global e-commerce Director: This role reports directly to the Global e-commerce director and so will benefit from our total e-commerce knowledge. It will also benefit from expertise in media, search, CRM, websites and data analytics within the IMC CoE group.
Global Homeplace Director and Homeplace Managers: This role works closely with the homeplace team across media and e-commerce in developing plans and “hands on” execution of programs with our agencies and partners..
Media & Creative agencies & External Partners: Works to maximize our relationships and seek additional value from these relationships to our homeplace media and e-commerce strategy.
What Exactly Are We Looking For?
Undergraduate Degree or higher.
6+ years working client and/ or agency side in media and marketing disciplines including management of multi-country e-commerce plans.
Knowledge and experience in e-commerce is a must for this role gained at an international FMCG company, an agency, an e-commerce company.
Demonstrated strategic thinking across media, social, on-line video, CRM, search, web-site, data and analytics, content and e-commerce.
Overall knowledge of e-commerce and “hands on” experience in running e-commerce / consumer communication programs.
Strong understanding of marketing principles and brand growth strategy.
Evidence of impactful Strategic thinking and complex project management within an e-commerce / communications environment.
Experience in working with large media and creative agencies.
What Sets You Apart:
Broad based business education such as Business Degree or MBA.
Experience working across markets in e-commerce / consumer communications for an international company.
Ideally a candidate will have a combination of client and agency / e-commerce experience or have extensive experience in e-commerce management at the agency side.
Competencies for Success:
Communication: Must have exceptional verbal and written communication style to communicate with all levels of management and with all international markets.
Collaborative: In many cases this role will be about influencing non-direct reports. Collaboration and trust are key qualities to maximize the impact of this role.
Planning & Strategic Thinking: This role will require someone with the ability to think strategically and manage with the team complex and multi-stage projects across markets and functions. Excellent project management and team management skills are a must.
Creativity & Rigor: This role demands creative thinking and continually pushing to “test and learn” to improve performance. As well as a creative mindset this must be backed by rigor to set metrics, evaluate performance and share learning across Brown-Forman.
Passion for Diversity and Inclusion: Is able to work across different levels and nationalities. Respects all differences and treats colleagues with respect.
Locations considered for this opening:
B-F Headquarters office in Louisville, KY
B-F Regional office in Atlanta, GA, Dallas, TX, Irvine, CA
Locations across the US for a remote work from home set-up*
*B-F can employ a remote worker in the majority of the states in the US, however if you are located in one of the following states, relocation would be required. VT, RI, CT, NJ, DE, WI, MN, ND, SD, NE, KS, OK, LA, MS, NM, AZ, UT, OR, AK, HI
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 Marketing
Req ID: JR-00002226