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Brown-Forman Integrated Marketing Communications Manager in Tokyo, Japan

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 global business unit 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.

Meaningful work from day one

This new position will partner with the Japan Marketing Manager & Brand Teams in developing and executing the Integrated Marketing Communications strategy for Japan. As the subject matter expert, you will co-develop the Japan Brand communication strategy and also support the local marketing team in improving the processes, implementing communication plans and evaluating results.

The role will work across communication disciplines including media, CRM, websites, search, e-commerce, communications analytics and content management. You will set the direction, communicating best practice and optimizing the overall communications planning process for Japan.

Importantly, this position is also hands on when required to manage content, websites, CRM, social media and e-commerce initiatives in collaboration with the Japan marketing & sales teams.

What you will experience

Communications Excellence

  • Working with the Japan Marketing Manager and brand teams “Joins the dots” in Japan across communication disciplines including media, social, on-line video, CRM, search, website, data and analytics, content and e-commerce across the consumer and shopper journey.

  • Act as a thought partner on how best to formulate and communicate brand and portfolio communication strategy to reflect the strategic goals of building brand difference

  • Works with the team to manage, update and leverage Japan “owned” platforms (where needed) such as web-sites, social media and CRM databases.

  • Responsible for understanding brand positioning, marketing strategy, and tone of voice to be supported in all marketing communications.

  • Continually evolve the Japan communication strategy in line with evolving media landscape and consumer behaviours.

  • Works closely with Insights on understanding campaign effectiveness

  • Works closely with the Global IMC Center of Excellence on implementation of the overall Japan Integrated Marketing Communications planning process.

  • Supports Brand marketing & key account sales teams in development of Japan Brand communication and e-commerce plans to deliver on brand strategy.

  • Partners with CoE to ensure the brand is leveraging new technologies and media platforms

  • Partners with key stakeholders including finance and analytics to understand media investment progress and share of voice/ share of market data.

Campaign Measurement & Optimization

  • Partners with CoE on campaign measurement, evaluation and optimisation. Building understanding of data, tools and metrics for campaign evaluation.

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

  • 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.

Content Management and Optimization

  • Implements and adapts global Content Strategy and the Global Content Calendar in collaboration with marketing & sales teams..

  • Works closely with Japan stakeholders across brand and e-commerce programs.

  • Shares and communicates Japan global and market content assets, guidelines for content calendar, timings and process.

  • Works with Japan Brand Teams & Global IMC CoE to ensure communications are aligned with digital and media compliance guidelines as well as inclusive and responsible marketing best practices.

This position will also require extensive stakeholder management. You will be an active participant in the overall B-F IMC community globally. . You will work alongside stakeholders including the Japan Marketing team, Key Account & Sales teams, media & creative agencies

Your profile

  • 8+ years working client and/ or agency side in media and marketing disciplines.

  • Significant experience working across the Japan media landscape and strong knowledge of Japan media channels.

  • Significant ‘hands on” media planning and buying experience gained either at client or agency or ideally both.

  • Managing communications budgets

  • Extensive 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).

  • Demonstrated strategic thinking across media, social, on-line video, CRM, search, website, data and analytics, content and e-commerce.

  • Strong understanding of marketing principles and brand growth strategy.

  • Evidence of impactful Strategic thinking and complex project management within a communications environment.

  • Experience managing media agency teams including media briefing and managing significant agency projects.

  • Education: Masters Degree (M.A., MBA or Equivalent); Broad based business education such as Business Degree or MBA.

What you can add to the team

  • Communication: Must have excellent verbal and written communication style to communicate with all levels of management..

  • 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 brands 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.

Who we are

Brown-Forman believes that everyone should be their authentic selves in our workplace. We strive to create an inclusive culture that empowers individuals to contribute their uniqueness. Together, our diversity is what makes our business great.

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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

City: Tokyo


Country: JPN

Req ID: JR-00002286