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Brown-Forman Senior Brand Manager - Super Premium in Mexico City, Mexico

Imagine working for a company that welcomes you in, inspires you to bring your best self to every opportunity, and encourages you to grow and develop your career in a resilient and fun industry. Brown-Forman offers our employees this kind of career and environment and has for more than 150 years. Together, we proudly live and work by our values, striving each day to be better and do better as people, as a company, and as members of the communities we call home. Come have a seat at our table.

As a member of Mexico's Marketing team, this position will handle our Super Premium portfolio as well as Public Relations activities for all brands.

Besides managing and focusing on the delivery of profitable growth for our Super Premium brands, this role is responsible for developing, implementing, and evolving platforms of strategic PR practices, procedures, and experiences for our 3 main portfolios, as well as agency management.

This role requires a blend of strategic thinking and hands-on specialized experience with deep knowledge across channels and brand management. It will actively support the development of brand plans in cooperation with various internal departments based on agreed business strategies including profit, volume and consumer KPIs target and the coordination of the plan execution within agreed budget.

The Super Premium Senior Brand Manager will also play a key role, directly or through influence, in generating awareness and affinity for our Super Premium Portfolio within the Mexican Market. This role works closely with the Group Brand Managers and Global PR managers to develop and execute PR strategies that can be applied across Portfolios and span varied mediums to including but not limited to, experiential, trade and consumer shows and media, bloggers, influencers, opinion leaders, social media, etc.

Meaningful Work From Day One:

  • Develop and implement Trademark strategies for our Super Premium High proof brands and clearly delineate the role of each of the expressions within the portfolio.

  • Manage the development of marketing plans for assigned brands/products and NPD in consultation with the sales team, Trade Marketing team and field sales team.

  • Spend time in the trade to understand the practical implementation of all marketing promotional activities.

  • Lead activation of strategy directly in collaboration with Trade, On-Premise and Sales team to make sure that consumer experiences are aligned – right from retail and On-Premise to direct consumer experiences.

  • Strict management of brand spending across the entire FOB to ensure that the budget is spent on activations with the highest return on investment and within target.

  • Conduct full marketing evaluations and make recommendations for any changes that might benefit the brand.

  • Develop alongside Global Public Relations managers a local Brand Public Relations Toolkit and Experiential Toolkit.

  • Identify the global key messages as well as local storytelling angles and "hooks" for our brands and craft in compelling ways for media consumption as well as to visitors to our Herradura distillery.

  • Develop strategic PR platforms that can be applied across multiple Portfolios (leveraging as a reference on those already developed by the Global Brand PR team)

  • Provide input to Global teams to better enable the inclusion of locally developed content to global platforms if possible.

  • Develop best-in-class PR and Experiential platforms, which drive consistent messaging, and facilitate ease of execution, particularly for brands with a limited budget.

  • Manage the overall relationship with local PR agencies.

What You Will Experience:

  • Preparation and execution of Super Premium brands 3-year brand plans to ensure best-in-class execution and managing post-evaluation of activities.

  • Collaborates in annual planning and budget processes including the design of portfolio, pricing, channel and brand strategies with its complete P&L ensuring optimal resource allocation.

  • Coordinates and manages Super Premium brand ́s A&P.

  • Drives market research and leverages data/insights gathered in partnership with the Consumer & Shopper Insights team, agencies, media efforts, and business analytics to gain a deeper understanding of consumer behavior, market landscape, business needs, and competition.

  • Evaluates current and future opportunities in the market.

  • Leads the briefing, development and approval process for all local creatives, or global creative adaptation, working closely with the Global and Legal teams.

  • Responsible for the relationship and performance of 3rd-party agency partners, i.e. PR, digital, media and promotion. Collaborates on the development of scope of work for relevant agency partners and oversees its day-to-day implementation and analyses.

  • Manages the marketing team under its scope.

  • Lead PR agencies in toolkit development, press release developments, pitching efforts, project ROl and Key PR metrics.

  • Coordinates with Brand Managers for Event Planning and Brand Ambassador participation.

  • Lead and foster program and activation developments with Group Brand Managers to develop both on and offline programs.

  • Act as key liaises between Global PR managers and local Brand Managers and agencies.

  • Coordinates development of talking points, speeches, and any other necessary materials for brand ambassadors, Stakeholders and Executives.

Critical Skills/Competencies:

  • Strategic Leadership and influence skills

  • Strong communication/listening skills

  • Ability to collaborate and work effectively in a matrix environment

  • Demonstrating Desire for Continuous Improvement and Learning

  • Demonstrating Creativity & Innovation

  • Driving for Commercial Results

  • Team management

  • Experience working on a Cross-Functional, relationship-based team

  • Experience in handling media strategies and their management

  • Negotiation with agencies

  • Knowledge of innovation processes and project management

  • Media relations management (incl. digital)

  • Event and PR management

  • Knowledge of PR/event management

  • Crisis management

  • Experience in consumer experience techniques

  • Excellent communication and presentation skills

We Are Looking For People Who :

  • 5 years of brand management experience - focus on Premium and Luxury brands

  • 5 years of PR experience

  • Proficiency in English

  • Ability to conduct data analysis from several sources that produce actionable insights

  • Strong organizational skills; ability to lead multiple projects and manage project teams on an ongoing basis, in a deadline-oriented environment

  • Demonstrated ability to develop and maintain strong relationships with multiple stakeholders

  • Demonstrated ability to work independently; self-motivated

  • Demonstrated leadership ability and management skills

  • P&L expertise in terms of understanding, management and recommendations

  • Experience managing agency partners (creative, media & developers), or within agencies

  • Willingness/ability to travel up to 20% (locally and 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: Emerging International Division

City: Mexico City

State: Estado de México

Country: MEX

Req ID: JR-00004659