Brown-Forman Manager, Global IMC Capabilities Development (Remote Opportunity) in Cincinnati, Ohio
Manager, Global IMC Capabilities (Integrated Marketing Communications)
Global IMC Center of Excellence
“This Global Capabilities role will design our learning experiences and drive our curriculum for Integrated Marketing Communications across IMC teams, marketing and sales” - SVP, Global IMC, Creative & Planning Excellence
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.
Meaningful Work From Day One
Brown-Forman has recently established a global center of excellence around Integrated Marketing Communications (IMC) and has put in place IMC leadership teams and and a Global IMC structure,
The Integrated Marketing Communications Team Center of Excellence (CoE) and IMC leadership structure brings together the disciplines of media strategy, e-commerce search, CRM, websites, content and digital performance under one umbrella reflecting that these disciplines are not just related but interdependent.
We have established the “Brown-Forman Way of Brand Building” as a guide to marketing capability at Brown-Forman but believe it is critical to build IMC as a core discipline across Integrated Marketing Communications teams, brand teams and sales teams around the world.
The role of the Global IMC Capabilities Manager is to work with the VP, Director Next Gen Marketing Capabilities and the Global IMC Center of Excellence to develop, train and embed world class IMC capability across Brown-Forman.
This will involve building an IMC capabilities framework for different levels and different functions (i.e. what employees are expected to know at each level).
It will also involve working with internal and external experts to produce a targeted curriculum across Brown-Forman to raise our overall level of capability in Integrated Marketing Communications around the world.
What You Can Expect:
Develops the Brown-Forman Integrated Marketing Capabilities Framework
We have developed internally a marketing capabilities framework that covers the nine core Brown-Forman marketing disciplines.
These disciplines include marketing capability areas such as Brand Communications, Winning at the point of purchase, strategy development and driving business results.
Our conviction is that Integrated Marketing Communications should build on our current framework and is executed across all of these core nine marketing competencies.
We seek to overlay on our Marketing Capabilities Framework a comprehensive IMC Capabilities framework and then set out what level we expect marketers and IMC teams across the company to know and do based on their level and role. This role sets the direction of “what good looks like” for IMC for the whole marketing organization.
This framework will be used to level-set and drive individual training and development plans for our employees by aligning areas of focus between managers and employees.
These capabilities can also be translated into key account and sales management levels. Our sales organizations are increasingly engaged with customers on driving e-commerce excellence for our portfolio so some of these skills are critical for their success too as more products are sold on-line.
Develops a core set of targeted IMC course content for Marketing & Sales
At the next stage of digital capability training we aim to develop engaging and targeted Brown-Forman IMC learning experiences based on capability priorities in consultation with the Global Integrated Marketing CoE and specialist training companies.
Produce course materials and guide speaker notes to support the IMC learning experience.
Develop course materials and curriculum that can be delivered via interactive remote learning,
Manages prioritized IMC training roll-out across the organization.
Identify course participants in conjunction with Global IMC and Region / Brand leaders.
Identify “Learning Champions” in key markets and subject matter experts that can help facilitate the courses in a virtual learning experience.
Train the trainers to deliver the course.
Seek feedback on the course and adapt when necessary based on feedback from trainers and participants.
Set targets for course delivery and track through the global learning system who has completed courses.
Stakeholder Management: Key stakeholders for this role include:
VP, Director Next Gen Marketing Capabilities: is the direct manager for this role and has extensive experience developing and delivering marketing capability material & courses. This role will help guide the development of the work in the context of overall Brown-Forman marketing capability building.
Marketing and IMC Leaders: Will help identify training needs, priorities, and course participants for IMC capability training.
IMC Center of Excellence: Provides input into course content in line with Brown-Forman IMC standards and best practice.
External Agencies: Can help design course content and best way to deliver the overall learning experience.
What Exactly Are We Looking For?
Undergraduate Degree or higher.
8+ years working client and/ or agency side in media and marketing disciplines or capability building.
Knowledge and experience in core IMC disciplines is a must for this role gained at an international FMCG company, an agency, or an e-commerce company.
Demonstrated strategic thinking across media, social, on-line video, CRM, search, web-site, data and analytics, content and e-commerce.
Significant “hands on” experience in running e-commerce / consumer communication programs.
Strong understanding of marketing principles and brand growth strategy.
What Sets You Apart:
Broad based business education such as Business Degree or MBA.
Experience working in e-commerce, consumer communications or marketing capability for an international company.
Ideally a candidate will have a combination of client and agency communications or e-commerce experience or have extensive experience in client management in these fields from the agency side.
Experience in conducting capability training programs in marketing, communications or media disciplines.
Experience in working with large media and creative agencies.
A plus would be some experience working in a related discipline outside the communication field such as brand management or insights.
Competencies for Success:
Communication: Must have exceptional verbal and written communication style to communicate with all levels of management and with all international markets.
Passion: Must have a passion for teaching and capability building and for the subject of media and communications. Enjoys building skills of others across functions and markets.
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 markets and functions. Excellent project management and team management skills are a must.
Creativity & Rigor: This role demands creative thinking in how to develop and deliver compelling training experiences As well as a creative mindset. This must be backed by rigor to ensure we are developing and implementing high quality content in line with Brown-Forman global IMC standards.
Commitment to Diversity and Inclusion: Is able to work across different levels and nationalities. Respects all differences and treats colleagues with respect.
Nothing Better in the Market:
Total Rewards at Brown-Forman is designed to engage our people to ensure sustainable and profitable growth for generations to come. As a premium spirits company, we offer premium and equitable pay. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce. We are dedicated to creating a responsible drinking culture, providing a safe, inclusive, and engaging workplace, protecting the environment, and making a positive contribution to our communities.
Louisville, KY Headquarters Office
Remote from Cincinnati, OH
Remote from Indianapolis, IN
Remote from Chicago, IL
Remote from Atlanta, GA
Remote from Dallas, TX
This position is posted with multiple locations, you only need to apply to one of the postings to be considered for all locations and/or the remote work option.
B-F can employ a remote worker in the majority of the states in the US, however if you are located in one of the following states, relocation would be required. VT, RI, CT, NJ, DE, WI, MN, ND, SD, NE, KS, OK, LA, MS, NM, AZ, UT, OR, AK, HI
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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: Global Marketing
Req ID: JR-00002748