Brown-Forman Marketing Manager Jack Daniel's Family of Brands in Warsaw, Poland
Brown-Forman Polska Is an own distribution organization with over 140 employees and sales above 1.3M 9L cases. Finlandia Vodka still represents a significant part of the business putting Poland as the number one market in the world for the brand with nearly 900k cases sold.
However, Poland has become an attractive whiskey market that has shown consecutive double-digit growth for the past 10 years and is forecasted to become a 5mln cases whiskey market by 2025. Jack Daniel’s brand has been continuously capturing a fair share of this market, currently with a value market share of 13%, and is by large the most known and strongest brand in terms of consumer equity in Poland.
Today, JDTW Poland is already the 5 th largest domestic market globally for Brown-Forman (excluding GTR) and the 4 th largest in Europe with sales above 380k cases. JDFOB sell nearly 500k 9L cases in Poland every year and the trademark continue to show significant room for growth (whiskey penetration is at 17% vs. vodka 45%).
The super-premium market is also exciting and significant. Poland will see this year the implementation of a super-premium investment case that will encompass all the super-premium range of JD FOB, led by Gentleman Jack that has crossed already 12k 9L cases yearly.
This Marketing Manager position is a key role in driving business not only in Poland, but also a great contributor to Europe. We are inviting to apply to this position individuals who are eager to lead the strongest spirit brand on the Polish market with high potential to grow.
In this role, you will be working in a high performing organization that uses the Sales & Business Planning process to drive business results with high level of cooperation between all departments in the company. You will be working in a highly engaged and motivated team, in a culture that nurtures Brow-Forman key values and behaviors. Not only Brown-Forman Polska was among the own distribution companies named “Great Place to Work” in 2018, but this award followed the “Best Employer” award from 2016, showing sustained engagement of the organization.
Our thinking is grounded in “How brand’s grow” as a base for all decision making ensuring effective management of the brands and investments. The successful candidate will also be responsible for leading an experienced and high performing team of 3 individuals towards successful execution of strategy for all JD brands.
We are inviting to apply Senior Brand Managers and Marketing Managers who have a successful track record and proven performance.
Whiskey is the most dynamically growing category within spirits industry in Poland. Its growth is currently around +14% YOY.
The major BF brand – Jack Daniel’s grows faster than the category. Polish organization plans to take advantage of these trends and further develop and grow whiskey: maintain JD leadership in the value growth of the category. We are also committed to step change our performance outside of JDTW – above all develop JDTH, but also develop super-premium inside JD FOB (GJ
The overall responsibility of the MM JD FOB is to strengthen JD FOB brand’s in Poland (primary focus = JDTW) as well as to ensure development and implementation of strategy through relevant marketing tools and resources.
Lead the local Whiskey team ensuring (i) disciplined target setting and tracking of execution and (ii) development of team knowledge and capabilities.
Define JD FOB strategy for the local market keeping in mind how brand’s grow concept.
Evaluate (with help of BBI team) current and future opportunities in the market, ensure relevant innovation processes initiation.
Demonstrate and develop expertise of internal and external factors affecting local market with a special focus on consumer dynamics.
Lead 3yr business planning including I&S and 3Y planning.
‘Own’ brand P&L. Ensure and demonstrate full understanding of P&L internals and ways to improve (when needed).
Supervise next FY plan preparation in line with the 3yr business plan, fiscal yr objectives and on-time.
Supervise and ensure excellent execution in line with strategies; identify and address resource/knowledge gaps preventing such execution.
Strengthen leadership in American Whiskey category.
Track (with involvement of BBI team) the performance of brands in charge as well as major consumer activation's vs. agreed KPIs + propose ways to address the gaps (if applicable).
Effectively cooperate and align strategies and actions with BBI, Regional Marketing, Sales, Financial, Supply Chain, HR (when applicable).
Be an effective contributor to regional brand community.
Together with Sales and Finance, develop and deploy competitive and financially healthy promo/pricing strategy and track its execution in the marketplace.
Effectively manage relationship and performance of external agencies (PR, digital, BTL etc.).
Different projects related to area of responsibility and stretch assignments, upon agreement with manager.
Ensure rigid discipline of A&P budget usage. No over/under-spend by end of FY. Approach spending decisions with critical KPI-based mindset; ensure team’s adherence to business unit spending authorization policy.
Supervise inclusion of social responsibility (R&R) activities into brand plans.
External/internal partners and stakeholders communication, management and alignment
8 years of FMCG Marketing experience
Strong background of Marketing success in the FMCG or Alcohol industry
Strong Business and Trade environment acumen
Master’s Degree in Business/Marketing
Understanding of Sales and Shopper Marketing
Spirits industry background
Successful people management experience
Fluent Polish and English speaking and writing
Excellent leadership, consumer/shopper understanding and strategic thinking skills
Strong communication skills (influencing, listening, presentations, written)
MS Office applications
Time management and organizational skills
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 http://www.brown-forman.com.
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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: Europe
Req Type: Exempt