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Brown-Forman Senior Brand Manager (Tequilas Portfolio) in Guadalajara, Mexico

You Can Look Forward To:

Build Brown Forman’s integrated tequila portfolio strategy: Herradura, el Jimador & Antiguo de Herradura´s, consolidating its strategic positioning.

The primary role of the Tequila´s Sr. Brand Manager is to lead and accelerate growth of the core Tequilas Brands in alignment with the country’s strategic plan and global brand/category strategies by developing robust portfolio/category/brand strategies and executing them brilliantly.

W hat You Can Expect:

Accelerate profitable growth of Tequilas portfolio in Mexico, with focus in 3 brands: Herradura, El Jimador & Antiguo to drive growth above for the category.

  • Identify, develop and implement new marketing strategies to capitalize consumption opportunities for tequila brands within the portfolio.

  • Integrated portfolio management & geographical prioritization in a highly competitive set.

  • Driven by consumer insights to improve decision making for mental and physical availability initiatives.

  • Act as a leader in the development of effective brand positioning, proposing options to the marketing management to increase brand equity.

  • Under the supervision of the Marketing Director, this position leads the strategic development of three-year and annual brand plans and executes them excellently.

  • Work closely with the Global Team and influence global branding strategies, packaging development and new product development.

  • Responsible in collaboration with Global tequila teams for developing the brand building model and developing robust brand communication platforms, content and consumer experiences in all their forms.

  • Evaluate local market competencies and analyze pricing strategies/markdowns etc. to develop the right pricing strategy.

  • Analyze, understand and present relevant brand information that has a direct impact on the business, including Nielsen, Iscam, consumer trackers and relevant market/brand trends. It is capable of translating market information into actionable information.

  • To lead the development and management of the full Tequila Portfolio. Considering; product, price, distribution, promotion, advertising, public relations, and brand image strategies to ensure the profitable and sustainable growth, both in the short and long terms.

  • Foster a continuous process of analyzing results, identifying opportunities, proposing and testing new ideas, and strengthening the brand building model.

  • This position has P&L responsibility for the brand portfolio it oversees.

  • Lead the strategic development of short and long term portfolio/category/brand plans and direct their excellent execution with clearly defined KPIs.

  • Coach, train, develop and manage a high performance team.

  • Lead and strongly influence the development of new products, packaging initiatives, brand extensions and synergies across portfolio.

  • Carry out world class impeccable brand launches.

  • Manage communication, advertising, promotion, PR and media agencies to direct the development and execution of robust communication platforms. Campaigns and platforms can be adaptable from other markets/global or, if necessary, developed locally.

  • Identify alternative business opportunities to grow the established brand portfolio.

  • Establish and agree commercial strategies and objectives with the sales teams of all channels, strongly influencing the design of the commercial strategy, RTC, account segmentation and selection.

  • Act as a brand champion both internally and externally.

  • Take direct control of budget management and strongly influence the resource allocation process to ensure that the portfolio has the right level of investment and maximize ROI.

  • Provide actionable data and insights to supply chain, production teams and sales to influence their forecasting.

We Are Looking For People Who:

  • Education: College/University (Bachelors or Equivalent); Marketing or related.

  • Experience: Experience: 4-7 years experience in brand management and development.

  • Experience in the wine and spirits industry of choice.

  • Proven networking skills and capabilities.

  • Strong administrative business background with functional experience in administrative practices.

  • Natural networking skills especially with the corporate class and the ability to build relationships with key leaders.

  • High standards for maintaining quality customer relationships and time management skills.

  • Management skills, training, recruiting and staff performance.

  • Fluent written and oral English.

What Makes You Unique:

Education: Masters Degree (M.A., MBA or Equivalent);

Job Competencies:


  • Financial analysis: Understanding and developing actionable insights from P&L analysis and price structures.

  • Market, competition and consumer research and analysis. Reading of Nielsen/ISCAM.

  • Commercialization of alcoholic beverages, including distribution, promotion and pricing strategy in self-service channels, wholesale, consumer centers, price clubs, and convenience.

  • Management of multi-functional teams and external agencies.

  • Development of comprehensive annual brand plans, including promotional plans, public relations, advertising, distribution and pricing. Project and budget management and P&L control.

Personal Skills:

  • Results/achievement oriented.

  • Creative and innovative mentality.

  • Consumer insights harvesting and development ability to implement them into actionable plans.

  • Excellent interpersonal communication skills.

  • Excellent communication and presentation skills, written and oral.

  • Superior collaboration and teamwork skills.

  • Strategic mindset and strong leadership skills.

  • Attention to detail and aesthetics.

  • Numerical and commercial expertise.

  • Ability to succeed in a fast-moving and changing environment.

  • Consolidated leadership, communication, negotiation and influencing skills.

  • Excellent presentation skills, flexible to lead discussions at all organizational levels.


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: Guadalajara


Country: MEX

Req ID: JR-00002935