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Brown-Forman Director - Jack Daniel's Homeplace in Lynchburg, Tennessee

Meaningful Work From Day One... The Director, Jack Daniel’s Homeplace plays the key role in the marketing, management and operations of the Jack Daniel’s Lynchburg Visitor Experience which includes the Jack Daniel Distillery Tour & Homeplace Experience, The Lynchburg Hardware and General Store, The Lynchburg Town Square and Miss Mary Bobo’s Boarding House Restaurant. This role is responsible for the entire visitor experience journey including pre-visit activities, onsite experiences and post-visit relationship management and communications. Responsibilities also include the comprehensive oversight and execution of best-in-class, memorable consumer experiences, while strategically aligning tourism operations with global brand vision, strategies, and objectives as well integration with production operations. The Director will be a member of the Global Homeplace Team, Global JD Brand team as well as a member of the Jack Daniel’s Production Senior Leadership Team.

This role is dual reporting summarized the areas below:

VP, Director Homeplace Operations & SVP (Strategy & Planning) ● Overall strategy and planning for JD Homeplace guest experience. ● Homeplace P&L Management and management routines. ● Enhancements of guest experience, alignment with brand goals and implementing homeplace common systems and best practice.

General Manager Jack Daniel’s Supply Chain (Lynchburg On Site Operations) ● Alignment with overall Lynchburg workforce policy ● Overall property maintenance & capital expense projects. ● Employee, site, and guest health and safety. ● Alignment of site, local community, and production priorities with homeplace goals.

Collaboration: This role demands strong communication and alignment between the Homeplace team, on site Lynchburg Management and Jack Daniel’s Global Brand team. The Director will oversee the development of the long-term homeplace business vision, goals, objectives, and strategies, in order to execute memorable guest experiences and deliver net operating income growth. The Director has direct responsibility for guest services, tour & tasting room operations, ticketing/reservations, VIP/trade activities, event planning & execution, retail sales, food & beverage operations, as well as tourism marketing activities. The Director must ensure that Jack Daniel’s and Brown-Forman’s values are integrated into the culture of each business unit, fostering a culture of trust, respect, openness, teamwork, diversity, and inclusion. The position will lead, coach, motivate, and develop the Homeplace teams, including salaried, hourly, and temporary agency employees. The Director must provide strong leadership in providing a safe, respectful, and responsible environment for all employees, guests, and visitors.

What You Can Expect

Strategic Planning:

  • In partnership with the JD Global Brand Team and Global Homeplace Team, develop and execute the long-range Lynchburg Visitor Experience Vision which includes the homeplace vision & mission, measurable goals, strategies, and tactics. Update annual as needed.

  • Provide creative leadership and support for experience innovation and development, fostering a “test and learn” culture and team mentality.

  • Stay at the forefront of tourism marketing strategies, trends, and programs - within the spirits category as well as other visitor attractions.

Leadership, Team Development & Culture:

  • Work as an enterprise leader considering all aspects of the Lynchburg operations and serve as the primary point of contact between production operations, global homeplace operations and global brand team. As a member of the Global Homeplace Team, Global Brand Team, and the Jack Daniel Distillery Leadership team, effectively communicate and collaborate with other team leaders in our “One Team” approach. Effectively manage interdepartmental communications.

  • Lead the teams at each Homeplace operation to deliver an engaging visitor experience based on an understanding of the alignment on the brand objectives, Homeplace strategy and key audiences.

  • Develop a strong organizational structure to hire, train and manage homeplace staff. Build effective organizational plans and leadership development programs. Provide coaching, mentoring and leadership of Homeplace teams, encouraging personal development.

  • Effectively and efficiently manage homeplace staff scheduling, both BF full-time employees as well as seasonal, part-time staff.

  • Ensure expectations of staff are clear and there is open communication between teams and management.

  • Foster a culture of inclusion, valuing and leveraging diversity

Guest Services Management:

  • Responsible for leading the onsite guest services teams to ensure excellence in all operational areas including customer service, hospitality, visitor experience, & engagement, site appearance/maintenance, quality of offering, employee, and guest safety/compliance. Acts a coach for staff success by communicating business goals, business focus and desired outcomes that achieve excellence in execution.

  • Maintains and updates Standard Operating Procedures (SOP’s) for all Homeplace teams.

  • Manage and proactively plan tasting room inventories and pricing, for spirits to meet demand, ensure an exceptional experience and maximize profitability.

  • Strong working knowledge of booking software systems and reporting (XOLA).

  • Share best practice across operations and other homeplaces to ensure best in class experiences for all visitors, employees, and other stakeholders.

  • Coordinate with Maintenance and Production to resolve common issues. Ensure communication and follow-up to achieve and maintain excellent property standards.

  • Work closely with security personnel to ensure visitor safety and compliance.

  • Familiar with and responsible for implementing OSHA guidelines, including those pertaining to Covid-19. Works in partnership with Jack Daniel’s Health & Safety staff to develop, implement, and monitor procedures

  • Provide a safe working environment for staff and visitors by implementing the established EHS standards, leading by example in following those standards

  • Be a leader in Responsibility, by ensuring staff is fully trained and aware of B-F’s responsibility approach.

  • Ensure ADA, food service and other regulatory compliance on a continuing basis.

  • Secure compliance with local, state, and federal laws/regulations for new activities related to tourism and onsite visitation.

Financial Management, Oversight & Reporting:

  • In partnership with the homeplace financial analyst and management team, develop an annual operational budget that delivers meaningful net operating income. Emphasis placed on revenue enhancement and strict expense monitoring, with special focus on SG&A.

  • P&L responsibility and accountability for approved annual operational budget.

  • Responsible for monitoring performance and leading corrective measures for each business unit, if required.

  • Maintain monthly, quarterly, and annual reporting models that keep the management team and brand team apprised of financial results as well as the overall activity at the facility.

  • Monitors KPI’s with extensive understanding of booking/retail software platforms (XOLA, RetailPro, IDScanner, etc.) and the corresponding data analytics.

  • Responsible for the development of the annual capital improvement plan including business case development, ROI modeling and C.A.R. justification document preparation.

Retail Oversight (White Rabbit Bottle Shop, Lynchburg Hardware & General Store):

  • Responsible for management and oversight of on-site retail operations (sales, staffing, scheduling, shipping, customer relations).

  • Responsible for financial management of retail operations.

  • Ensures retail operations meet with Jack Daniel’s brand goals and is aligned in all branding of Jack Daniel’s licensed merchandise and bottle/product sales.

  • Provides direction, leadership, and support as necessary to achieve a premium shopping experience to all visitors and guests.

  • Develop annual retail and merchandising plans for the retail spaces.

VIP/Trade Oversight (Motlow House/Squire Program, Single Barrel Selection Program) :

  • Oversees VIP/Trade experiences, including tours, tastings and events for trade and commercial teams, market visitations, PR/Media visits.

  • Coordinate on-site Single Barrel tastings and selections.

  • Responsible for on-site Tennessee Squire programming and visitation.

Food & Beverage Operations (Miss Mary Bobo’s Boarding House, Event Catering, etc.) :

  • Oversee food & beverage operations of our in-house restaurant operations all consumer and trade events.

  • Oversight of the third-party catering operations including catering contract, culinary strategy, and key contact for all catering issues.

  • Responsible for financial management of food and beverage operations.

  • Oversees management & scheduling of culinary staff, menu development, quality & service standards, inventory & budget management, décor. Work closely with Brown-Forman meeting planning staff, sales, and marketing organizations as well as other Homeplace staff members.

Event Planning & Operations:

  • Oversee calendar of on-site events, ensuring compatibility with brand goals as well as homeplace financial targets.

  • Responsible for financial management of event operations.

  • Market and sell the private event space functions from initial inquiry to distribution of private event space information, site visits, contract negotiations, discussion and execution, coordination with the catering staff through to event production and follow up.

Tourism Marketing & Media Planning

  • Working in conjunction with the Global Brand Team, modern media partners and agencies, develops and manages tourism digital content (JD ”come visit” portion of website, etc.), tourism media planning and development (paid as well as organic), e-commerce (TBD) and data analytics, and budgeting (TBD with project Darden).

  • Responsible for the development and execution of the homeplace integrated marketing communications plan (could change be modified with Project Darden) and budget.

  • Partners with Global Brand Team on content development (JD webpage, IG, FB, etc.), paid media (search, etc.), OOH, eCommerce, and data analytics across the homeplace consumer journey.

  • Develop an annual plan/calendar of local marketing initiatives, ensuring alignment with brand positioning.

  • Develop plan in concert with the brand’s national marketing plan, to maximize impact and ensure consistency.

  • Recommend and coordinate local tourism advertising and tourism promotional/recruitment initiatives.

  • Represent the brand as needed in the community through a variety of interfaces including boards and committees as well as national, regional, and local tourism entities.

  • Work with brand PR to support PR initiatives and plans

  • Participate in local events (tastings, etc.) on behalf of distillery and brand team, as needed.

  • Ensure the Homeplace is part of the local/regional community by building relationships with hotels, tourism affiliations, Distillery associations, etc., by overseeing the Trade/Tourism activities to ensure a strategic, mutually beneficial approach to leverage opportunities with local Tourism initiatives and Tour operators.


  • Act as a support partner for the Global Homeplace, Global Brand and Production teams.

We Are Looking For People Who

Have a Bachelor’s degree in Tourism Management/ Marketing/Hospitality/related field or in the process of obtaining a Bachelor's degree in Tourism Management/Marketing/Hospitality/related field and a minimum ten years in the hospitality and/or tourism marketing fields. Proven experience leading and managing teams. Experience in hospitality and event program development, planning and execution. Demonstrated ability in financial management with direct P/L responsibility. Demonstrated ability to work independently and collaboratively within a matrixed organization. Demonstrated ability to collaborate and work within a team environment. Understanding of booking/retail software platforms (XOLA, RetailPro, IDScanner, etc.) and the corresponding data analytics.


  • Within a highly collaborative team environment, must have willingness/openness to cross-train/perform some duties outside of assigned role

  • Demonstrated oral /written communication skills.

  • Must be able to demonstrate an ability to interact with consumers, share the story of our brands and bring the experiences to life.

  • Ability to prioritize and complete multiple projects within specified deadlines in a fast-paced environment.

  • Understands brand marketing team input and can effectively apply information to hospitality programs and executions.

  • Strong problem solving and analytical skills.

  • Strong personal initiative.

  • Action oriented; responds in a timely and effective manner to business issues and opportunities.

  • Highly organized; is capable of meeting multiple deadlines and juggling multiple projects.

  • Understands business implications of recommendations and decisions.

  • Ability to establish and maintain effective working relationships with internal and external personnel at all levels throughout an organization.

  • Ability to maintain a flexible work schedule as weekend and extended workdays are necessary.

What You Can Add To The Team

A Master’s degree (M.A., MBA or Tourism Management Equivalent). Strong understanding of the spirits industry. Previous experience running a spirits homeplace or attraction.

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 Production

City: Lynchburg

State: Tennessee

Country: USA

Req ID: JR-00002091

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.

Accommodations available upon request including an Interpreter.

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