Brown-Forman IMC Specialist - JD FOB in Louisville, Kentucky
What You Will Do in This Role :
● This role supports and implements US&C Integrated Communications strategy for JD FOB in US&C reporting to the US&C JD FOB IMC Director as part of the US&C Marketing Team. .
● Supports the US&C JD FOB IMC Director in improving the processes and implementation of communications plans and evaluating results.
● Communicates best practice and helping to optimize the overall communications process and tools for JD FOB in US&C..
● Develops and executes e-mail and social campaigns, leveraging existing assets and authoring original content where required,
● Importantly this role is responsible for serving as a resource to the Jack Daniel’s Team in the development of communications strategy but is also “hands on” when required to manage content, websites, CRM, social media and short term initiatives in collaboration with the Jack Daniel’s US&C IMC Manager.
● Working in Partnership: The partnership between the Jack Daniel’s IMC group and US Brand Management is key. 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.
What You Can Expect :
Works with the US&C JD FOB IMC Manager and US&C JD FOB Brand Team to plan, execute and evaluate the following:
Owned Platforms : Maintain & update “owned” Media Platforms
Maintains and updates the JD FOB US website with our agencies.
Maintains & updates other US&C JD FOB digital presence such as facebook and instagram as required.
Maintains and updates the CRM database ensuring compliance with local data usage regulations and data security.
In conjunction with the Global media and e-commerce homeplace manager supports JD FOB homeplace and e-commerce initiatives.
Develops and executes e-mail and social campaigns, leveraging existing assets and authoring original content where required.
Content : Organizing, sourcing and managing content.
Works closely with US National marketing & regions and e-premise team on Sonoma-Cutrer and Korbel content needs, ensuring that best use is made of existing assets.
Manages JD FOB content (rights, BAR+, etc) to ensure world class and prioritised content.
Maintains & updates the US&C JD FOB content strategy and the JD FOB content calendar.
Works with US IMC Director and CoE to ensure communications are aligned with digital and media compliance guidelines as well as inclusive and responsible marketing best practices.
Market Support : Hands on support in implementing market initiatives.
This role is “hands on” in supporting day to day requests from the JD FOB US Brand team and the US sales regions. This may involve sourcing content, setting up programs in response to requests.
This role is the “go to” contact for supporting field activity in the US that requires communications, digital or other media support.
This role advises on how to do this efficiently in line with the Brown-Forman communication principles and in line with appropriate local advertising and data privacy regulations.
Where required this role connects with our global media agency, creative agency, the Brown-Forman Design team and external suppliers to meet market implementation requests.
Campaign Evaluation : Data & Analytics
This role implements the Global IMC Center of Excellence process in the evaluation of campaigns using Global data, tools and platforms to set metrics in advance and complete post evaluation of campaigns.
This role also evaluates how to use test & learn and real time campaign optimization to maximize communication activity.
This role is also responsible for sharing best practice and results of campaigns with stakeholders to constantly optimize our communication programs.
The JD FOB Global IMC Specialist role is an active participant in the overall B-F IMC 'community'. Critical stakeholders include :
The JD FOB US&C Marketing Team are key stakeholders in turning brand strategy into communication strategy. The US&C Brand Director leads 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. Ensure local initiatives complement brand communications strategy and are aligned with legal and compliance guidelines.
The US&C IMC Director is a key partner in following Global & US&C process, metrics and valuation standards. The US IMC Director is also a key partner in subject matter expertise in media, inbound, e-commerce, content, performance analytics, US&C media landscape and agency management.
Media & Creative Agencies
What Exactly Are We Looking For ?
Undergraduate Degree or higher.
4+ years working client and/ or agency side in media and marketing disciplines.
Experience working across the US media landscape and strong knowledge of US media channels.
‘Hands on” planning and buying experience gained either at client or agency or ideally both.
Managing communications budgets in the US.
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 experience 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.
Experience working with a media agency team including media briefing and managing 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.
Experience in working with media and creative agencies in the US. .
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
Req ID: JR-00002297