Brown-Forman Director Marketing Capabilities in Louisville, Kentucky

LOCATION - Special NOTE: Results Anywhere in US or Europe, preferably with access to a BF office. If Europe, London is highly preferred.

Our relentless dedication to brand stewardship is a key competitive advantage that drives significant value to Brown-Forman Corporation. Since its inception in 2002, the Brown-Forman Way of Brand Building has been a powerful tool to capture and perpetuate this advantage. Leveraging our best practices over many years, the program relies on understanding, capturing and sharing our collective knowledge of marketing capabilities in order to preserve and further drive our strength in Marketing.

This role provides leadership to our marketing capabilities and will lead the next evolution of this work, known as the B-F Way of Brand Building Version 5.0. This includes all facets of the program from content creation, through to publishing, delivery and embedment/activation. Leading a large and senior project team, the role also involves significant stakeholder influencing and project management skills.


Lead development of the Brown-Forman Way of Brand Building 5.0

  • Lead a large project team through the B-F Way of Brand Building 5.0 project from start (Project Charter, Team creation, Content Creation) to end (Publishing, Delivery and Training). Throughout this process have a clear focus on bringing ‘the best of our thinking’ together.

  • Bring best in class thinking as well as superb listening and collaboration skills to current best in class B-F approaches across all key areas of Brand Building This includes;

  • Planning Process

  • Environmental Analysis

  • Goal Setting

  • Strategy Building and Strategic thinking

  • Roadmap creation, monitor and evaluating performance

  • Principles of Brand Building

  • People Build Brands

  • Consumers, Brands and Buying

  • Brand Positioning

  • Packaging and Brand Distinction

  • Brand Building Tools and Frameworks (Apollo, HBG, Targeting)

  • Responsibility

  • Lead and engage a motivated and senior team across the organization to develop content, bringing the best of our collective thinking together.

  • Work with an agency and internal resources to develop and publish engaging and highly functional output (considering multiple delivery formats)

Work closely with People & Organizational Development to embed the B-F Way of Brand Building V5.0 throughout marketing organization

  • Develop a communication plan to(re)introduce the B-F Way of Brand Building to the organization

  • Develop a training plan in conjunction with People Development

  • Prepare training content, review and refreshing as appropriate

  • Oversee existing and new B-F Way of Brand Building learning modules, including content development, planning and partnering with People Development on delivery

  • Lead the Marketing Capability Champion training program in conjunction with People & Organizational Development

Lead the adoption and effective use of the Marketing Capabilities Framework

  • Ensure Framework content is kept current and updated to reflect the evolving marketing landscape

  • Partner with People Development to provide a plan for implementation across all marketing teams globally and regionally

  • Provide championship for the use of Marketing Capabilities in goal setting, development plans, performance management discussions and succession planning, working closely with HR.

Must Require m ents:


  • Considerable successful, progressive marketing experience (12+ years) in consumer goods environment

  • Successful track record across the marketing mix

  • Strong and inspirational leadership skills – managing a team as well as proven ability to “influence without authority”

  • Experience managing an external agency

  • Strong project management experience

Leadership Behaviors :

  • Superb senior stakeholder management

  • Leveraging diverse thinking

  • Be a champion of people, of brand building, and of these programs

  • Intellectual curiosity and an innovative mindset

  • Compelling communication – particularly in written “storytelling”

  • Building collaborative relationships & partnerships

  • Focus – ability to distill large amounts of information, insight and ideas into focused concepts, guidelines and tools

  • Driving for result – ability to advance complex projects with a sense of urgency

Preferred Requirements:

  • Experience in the creation and delivery of broad, far reaching training / capability program delivery

  • Masters Degree in Business, Marketing or similar discipline

  • Multi-market experience, with the ability to understand and navigate the complexities of building brands in different cultures, levels of market development, and business structures

  • An interest or experience in designing and/or delivering learning events and/or materials

  • International exposure and working across multiple countries and cultures

  • Ability to quickly ramp up and leverage internal partnerships

  • Willingness to travel – 30%

  • Experience in the creation and delivery of broad, far reaching training / capability program delivery

  • Master’s Degree in Business, Marketing or similar discipline

  • Significant Brown-Forman experience with the ability to quickly ramp up and

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

City: Louisville

State: Kentucky

Country: USA

Req ID: 4751BR