Brown-Forman Brand Manager - China in Shanghai, China

Job Description:

Scope of Position:

• Lead Jack Daniel’s business development to achieve the key business indicators

(volume/value growth, market share growth and overall business strategy)

• Manage the development of marketing plans for assigned brands/products in consultation

with the Marketing Manager, other marketing staff and field sales staff

Brown Forman Core Competencies:

• Operating with Integrity

• Living the Brown Forman Vision and Values

• Driving for Results

• Acting as a Brand Ambassador

• Modeling Diversity and Inclusion

Key Competencies:

• Commercial acumen

• Financial Acumen

• Leadership

• Creativity

• Building Effective Teams

• Analytical ability

• Attention to Detail

• Brand building focus

• Influencing and partnering

• IT literacy


• Liaise with regional and global brand executives to ensure that brand plans adhere to Jack

Daniel’s global strategy

o Work closely with global brand team and provide local input on core creative


o Identify breakthrough opportunity on target segment to grow business significantly

o Leverage music platform and digital marketing to create a unique voice to Jack

Daniel’s brand

• Devise and manage brand objectives, strategies and promotional programs in line with

global brand strategies

o Manage local agencies to deliver design and production of marketing materials that

are in line with global direction

o Develop channel-specific brand strategies/identity, shape clear brand image, and

add value to the brand asset continuously

• Manage Jack Daniel’s portfolio and take lead on long-term innovation road map, based on

local consumer insights to sustain the brand long term development

o Manage the brand portfolio to ensure each product line has distinctive proposition

and serve different consumer needs and demands

o Work closely with regional Insights team to uncover useful consumer insights and

market trends to generate the winning innovation ideas / concepts

o Work closely with JD global team to manage innovation projects through Stage Gate


o Liaison with various internal functions / management to facilitate and drive the

innovation road map to be successfully commercialization

• Supervise the development of Jack Daniel’s national commercial trade marketing calendar

and brand plan executables, and ensure it is in line with overall communication strategy

• Manage the brand P&L

• Be “the face of the brand” to all internal and external stakeholders

• Work with the Insights team to measure and review all relevant research data information

into development of brand building activities which build equity whilst driving sustainable

and profitable sales targets

• Prepare and present product/brand presentations and proposals

• Spend time in the trade to understand practical implementation of all marketing

promotional activities

• Lead and negotiate all sponsorship proposals and agreements to the benefit of the brand

• Liaise with sales staff on the execution of marketing plans in the field, and review the

effectiveness of all marketing activities.

• Conduct full marketing evaluations and make recommendations for any changes that might

benefit the brand

• Monitor brand performance against sales forecasts. Determine corrective action where

necessary in conjunction with field sales staff

Qualifications & Requirements

Must Requirements:

• University degree or equal

• Fluent English both in oral and written; experience in MNC

• Leadership and ownership, with professional maturity and high personal integrity

• Good financial / business sense, with understanding of impact on business

• Minimum 8 years marketing experience

Preferred Requirements:

• Experience in trade marketing or consumer insights/commercial role

• Experience in liquor industry, particularly On Premise is a plus

• Solid experience with insights-drive marketing orientation and brand building initiatives

• Cross-functional experience and leadership, especially working with Product Development,

Operations, Sales and Finance

• Innovation experience from concept identification to commercialization; Stage Gate

experience a plus

• Project management experience, with well-developed ability in planning and organization;

analysis; time management to deliver on-time; budget control

• Willingness and ability to learn new industries and apply experience across industries;

Spirits experience not a must




About Brown-Forman:


For more than 145 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Jack Daniel’s & Cola, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Gentleman Jack, Jack Daniel’s Single Barrel, Finlandia, Korbel, el Jimador, Woodford Reserve, Old Forester, Canadian Mist, Herradura, New Mix, Sonoma-Cutrer, Early Times, Chambord, BenRiach and GlenDronach. Brown-Forman’s brands are supported by nearly 4,600 employees and sold in approximately 160 countries worldwide

For more information about the company, please visit

We're on Twitter:

See us on LinkedIn:

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: Asia

City: Shanghai

State: Int'l

Country: China

Req Type: Exempt

AutoReqId: 4481BR