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Brown-Forman Head of Brand and Business Insights Germany/Czechia (m/f/d) in Hamburg, Germany

"Join the Germany/Czechia Marketing team and Europe Insight team to help us unlock future growth potential. We are looking for a strong thought partner who can help us answer the most important questions of the business. You will have a chance to work with some of the most iconic brands in the Spirits industry and bring them closer to our consumers, shoppers and trade partners. " - Marketing Director Germany & Czechia/Director Insights Europe

Meaningful Work From Day One

The Head of Insight is responsible for a deep market, category and consumer/shopper understanding that is relevant for the overall business understanding and aligned to the overall BF strategic objectives. Furthermore, right business and activation KPI setting, tracking & reporting is a crucial part of this responsibility.

This role is an integral member of the German Marketing Leadership Team as well as of the Insights Europe Team. Close collaboration with different departments within the local business are key to success as well as proactive exchange with the European Insight Team.

Who is Brown-Forman?

For more than 150 years, the Brown-Forman Corporation has enriched the lives of generations with high-quality alcoholic brands.

On the German market, Hamburg-based Brown-Forman Deutschland GmbH distributes and markets a selection of premium and super premium spirits from the international portfolio. These include: the American Whiskeys JACK DANIEL'S Tennessee Whiskey and Woodford Reserve, as well as the Scotch whiskys; Benriach and The GlenDronach. Fords Gin, FINLANDIA Vodka, the tequilas EL JIMADOR and HERRADURA and the CHAMBORD liqueur round off the range.

Around 4,800 employees worldwide look after the brands from Brown-Forman, which are sold in approximately 170 countries. The company, which has been family-run since 1870, is traded on the New York Stock Exchange. In Germany, the company has around 150 employees and is again certified as a Great Place to Work© in 2020/2021. Brown-Forman advocates for the responsible enjoyment of alcohol through global and local initiatives.

Further information:,,

What You Can Expect:

Leading and managing the Insight team Germany and Czechia (CZ in dotted line):

  • Team: Guides and develops currently 3 direct and 1 indirect reports for Germany as well as a dotted line report (CZ) with a clear growth plan. Leads the team ensuring a) disciplined target setting and tracking of execution and b) development of team knowledge and capabilities. Establishes culture and necessary projects/processes aimed at holistic consumer and shopper understanding.

Market, Category and Consumer understanding:

  • Business Insights & analytics: Leads the identification of critical knowledge gaps relative to consumers, shoppers and the marketplace, and champions the development of solutions to address them. Answers business- and brand related research and insight queries by using data from multiple sources of information.

  • Market Research & Trends: Oversees analysis of market trends using continuous data (Nielsen/IRI, IWSR, GfK, brand tracker, ad tracker, social listening tools etc.) as well as ad-hoc research projects needed to address key business priorities or knowledge gaps.

Performance management and continuous market tracking and reporting :

  • Process Lead S&I and S&BP: Oversees the Sales & Business planning as well as the Marketing part of the annual business planning process (focus strategy & ideation) and ensures a seamless connection between brand and commercial planning.

  • Definition and education of market, category and consumer information & KPI definition: ensures an aligned definition of consumer and market data supplied that is the basis for all internal market and brand reports.

Leading and managing external market research agencies/suppliers:

  • Agency selection: Based on briefing, defined KPIs and key questions to be answered as well as cost proposals, gives a selection of agencies with a clear recommendation on preferred options. Critically reviews existing agencies to ensure continuous high-quality service.

  • Agency management: For ad-hoc studies, leading the process as described above including a final evaluation and feedback on agency as the basis for future selection.

We Are Looking For People Who Have:

  • BA degree in Marketing or Business related field or equivalent experience

  • Demonstrable experience with market research/category management in consumer goods

  • Excellent quantitative research skills and understanding of / exposure to qualitative research

  • Strong oral & written communication in English and German

  • Experience leading a team of minimum 2 persons and ability to lead teams even without reporting line

  • Business acumen & entrepreneurial thinking

  • Excellent analytical and strategic understanding

Nothing Better in the Market

Total Rewards at Brown-Forman is designed to engage our people to ensure our sustainable and profitable growth for generations to come. As a premium spirits company, we offer premium and equitable pay & bonus for individual and company performance. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.

At Brown-Forman Germany, some highlights of the competitive benefits we are flexible working options for a better work-life balance, family service, product allowance, gym cooperation, company pension as well as the opportunity to get involved in one of our employee resource groups on topics that go beyond your actual job and broaden your horizons.


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 Division

City: Hamburg


Country: DEU

Req ID: JR-00003197