Brown-Forman Senior Digital Manager - Asia in Singapore, Singapore
For nearly 150 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey family of brands, Super Premium American Whiskey Woodford Reserve, Super Premium Single Malt Scotches Ben Riach, and The Glendronach, as well as Finlandia Vodka, Herradura and El Jimador tequilas, Chambord liqueur, among others. Brown-Forman’s brands are supported by over 4,700 employees and sold in more than 165 countries worldwide.
Brown-Forman Asia is one of the operational units of the Brown-Forman International division. Asia presents one of the largest opportunities for Brown-Forman globally and is expected to continue to be one of the most significant growth contributors to the company. With Japan and China as key markets, B-F Asia is composed of 19 countries with 100+ employees distributed across offices in 10 key mega-cities. From a portfolio perspective, Asia is largely led by our flagship Jack Daniel’s Tennessee Whiskey, presenting a large opportunity for our Super Premium portfolio of American Whiskeys and Single Malt Scotches. SCOPE
The Senior Digital & E-Commerce Manager will provide digital marketing leadership for the Asia region. This role collaborates with marketing teams across the region to develop best in class executions that drive both brand and business objectives, which includes providing local market support and consultancy for content creation, broad reach media comms plans across all digital platforms, E-commerce go to market strategies, digital data analytics and CRM & Search strategies.
The role oversees the development and deployment digital media plans for the assigned regions and will be responsible for evolving the region’s strategy, socializing it with stakeholders across the region as well within the B-F organization. This role is responsible for building and leading the digital team in Asia and is key in elevating the digital capabilities across the regional Marketing community.
Meaningful Work From Day One
Lead the development, management and implementation of the Asia Digital Strategy in collaboration with the Marketing Director, Global Digital Teams and other stakeholders for the BF portfolio of brands
Drive digital planning, implementation and measurement for key communication programs, product launches and events working with Regional Marketing Teams, Agencies and Media Partners as needed
Be a champion within the Asia region and provide thought leadership, insight development and strategies for targeting consumers as well as driving innovation within the Digital space.
Digital Program Development:
Influence regional Asia marketing teams to invest appropriately and wisely behind modern media platforms, programs, campaigns and mobile that will achieve their brand goals and elevate our game in the region
Lead communication with regional creative and media agency partners in order to ensure they are driving content and investment in ways that are consistent with our brands’ voices, and overall digital strategy
Align, measure and track digital KPIs / campaign success evaluation across all digital activity; unlocking key insights & learnings to optimize moving forward
With the rest of the marketing team, act as a brand guardian in terms of look and feel of digital communications as well as tone of voice
Build strong relationships with Digital suppliers and influence local agencies & marketing teams with constant ‘test & learn’ mentality across new platforms, technologies, channels that drive incremental reach & conversion
Work with the Asia marketing team and other stakeholders to develop appropriate KPIs for programs. Ensure alignment of digital, brand and commercial objectives across the region and establish evaluation measures.
Ensure key campaigns and programs are analysed vs set KPI’s and support the marketing team with timely reporting.
Conduct page and content audits in order to analyse user engagement.
Work with the Asia marketing teams to identify key competitor sets on which to conduct in depth competitor analytics with regards to digital media strategies.
Expertise and Education:
Responsible for developing the capabilities and educating about digital marketing & eCommerce disciplines and skills for the Asia Marketing teams
Provide specialist expertise to brand teams concerning emerging opportunities in the digital marketing arena and drive trial of new technology to keep B-F competitive in this arena.
Oversee Digital and Legal compliance of digital projects across the Brown Forman Portfolio of Brands working with Legal and Digital Compliance advances.
Provides direct leadership and talent development to the regional digital team
Ensures that the capabilities of the digital team are developed in line with the global capability framework
Builds a talent pipeline of capable individuals
What you bring to the table
Create win-win situations
Leveraging company resource
Managing through ambiguity
Making decisions from past examples that drive future results
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: Emerging International Division
Req ID: JR-00001941