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IMC Director - USA&C

Brown Forman Beverages


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Job Description

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.

"This is a role that will lead the development of a dynamic Integrated Marketing Communications Team in support of a world-class portfolio of brands within Brown-Forman's largest market" - SVP, Marketing Director - USA&C

What You Will Do in This Role :

  • Works with US&C Marketing to deliver excellence in marketing communications across the US portfolio of brands including Jack Daniel’s family of brands, Woodford Reserve, Old Forester, Herradura, El Jimador, Korbel and Sonoma Cutrer as well as Scotch and Irish whiskey, Chambord and Finlandia.

  • Leads the US&C Integrated Communications Team of 16 people and serves as a resource to US&C Marketing in the creation of brand communication strategies.

  • Responsible for leveraging the Brown-Forman Global Center of Excellence to implement globally developed process, tools and capability training across the US organization.

  • Is a member of the US&C Marketing Leadership team and will work collaboratively with US&C Marketing Director and US&C Brand Directors to turn brand strategies and brand growth goals into compelling communication plans.

  • Is part of the Global IMC leadership team along with key members of the Global CoE. Is the key contact for the US IMC team across the Global IMC CoE.

  • Represents the needs and priorities of US IMC across the organization especially to the Global IMC CoE and Global Brands.

  • Leads the US&C relationship with Global Media AOR in conjunction with the CoE Global Media Strategy Director. This includes optimizing the relationship, defining agency resources and structure and negotiation of agency fees In line with global and US&C priorities and statement of work.

  • This role demands a high degree of collaboration with Global IMC CoE, Global Brands, US&C Marketing and other US&C stakeholders. Leveraging and applying the expertise of these groups and alignment of plans across the US&C portfolio is a key part of this role.

  • Working in Partnership: The partnership between the US IMC group and US Brand Management is key. The US Brand Directorslead creative briefs, agency briefings, idea evaluation as well as overall agency collaboration. They are the final approvers of brand strategy, communications development and creative output.

What You Will Experience:

US&C Communications Strategy & Planning:

  • Leads the US&C Integrated Marketing Communications team of 16 people to implement the global process of communications planning in conjunction with US&C marketing leadership.

  • Works closely with Global IMC CoE and Global IMC leads to ensure the US is leveraging global planning process, subject matter expertise and global performance data and analytics protocols.

  • Oversees the development of IMC plans across all brands in the US&C portfolio to optimize investments across media, search, CRM, social & on-line video, e-commerce content and data and analytics across the consumer and shopper journey.

  • Considers synergy between brands and potential cross-brand needs such as cross-brand search strategy and cross brand leverage of media platforms.

  • Highlights and communicates IMC best practice across the US&C brand portfolio continually building knowledge to optimize effectiveness and efficiency.

  • This role in conjunction with Global IMC CoE and “B-F Way of Marketing” team is responsible for rolling out global IMC training programs across the US organization - marketing, national key account teams and regional marketing and sales organization.

Implementation of US Communications Plan:

  • Leads the US IMC team in setting and executing IMC plans along with our Global Media AOR.

  • Manages workflow from US stakeholders including national brand teams, US region marketing and sales.

  • Looks to streamline media planning and buying across the US portfolio by stakeholder management and optimizing process.

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

  • Works with the IMC CoE to ensure communications are aligned with digital and media compliance guidelines as well as inclusive and responsible marketing best practices.

  • Over time, evaluate what implementation elements are best done “in house” vs outsourcing to agencies and other external partners.

Metrics, Analytics and Optimization:

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

  • Builds a thorough understanding of IMC performance data and reporting tools.

  • Looks to 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.

  • Integrates data/ analytics team into daily communications planning, implementation and optimization processes.

Content Management:

  • Works closely with Global Brand IMC, US brand teams and US e-premise team to understand what content is available and make the best use of existing content assets.

  • Works closely with Global and US brand teams to publish and manage US&C content calendars for each brand across all media.

  • Identifies and anticipates with US&C marketing and e-commerce team content “gaps” and seeks the best solutions leveraging creative agency, B-F Design or other external partners.

Stakeholder Management:

The US&C IMC Director role is an active participant in the overall B-F IMC 'community'. Critical stakeholders include:

US&C Marketing Team are key stakeholders in working with the US&C IMC Director to turn brand strategy into best in class communication strategy. The US&C Brand Directors lead creative briefs, agency briefings, idea evaluation and execution as well as agency collaboration. They are the final approvers of brand strategy, communications development and creative output.

US Region & Sales Teams: understanding how to combine region needs, distributor needs and customer needs into the overall US&C communications plan and implementation by brand.

The Brown-Forman Global IMC Center of Excellence are key partners in following Global process, metrics and valuation standards. They are also key partners in subject matter expertise in media, inbound, e-commerce content and performance analytics. This role also collaborates with the Global Media Strategy Director on US input into the overall scope of work and global contract with our media agency.

Global Media & Creative Agencies

Global Brands: Understand Global brand thinking and strategy and work collaboratively with Global IMC resources to optimize US&C plans.

Brown-Forman IMC teams around the world - via the CoE the US IMC lead will also be expected to share best practice and gain maximum learning from our IMC activity around the world,

We Are Looking For People Who :

  • Bachelor's Degree

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

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

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

  • Managing large communications budgets in the US

  • 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.

  • Managing a team of direct and indirect reports.

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

  • Experience managing a media agency team including media briefing and managing significant agency projects.

What Sets You Apart :

  • Certifications: Broad based business education such as Business Degree or MBA.

  • Ideally the candidate will have a combination of client and agency experience or have extensive experience in client management at the agency side.

  • A career track that has included brand management, insights or another core marketing discipline in addition to media or communications would be a strong plus.

  • Experience in working with large media and creative agencies in the US.

  • International experience working with markets outside would also be considered a strong plus.

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: USA & Canada

City: Louisville

State: Kentucky

Country: USA

Req ID: JR-00002257

Other Information

Posted On: 4/28/2021

Industry: IMC Director - USA&C

Position: IMC Director - USA&C


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