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Brown-Forman Digital Marketing Media Specialist-Herradura & el Jimador (remote or hybrid opportunity) in Nashville, Tennessee

" The rapidly evolving media landscape paired with one of the biggest booms the tequila category has ever seen, provides a unique opportunity for this role to truly help shape communications for both el Jimador and Herradua to be best in class brands around the world." -IMC Manager, Herradura

Meaningful Work from Day One:

● This role supports and implements Global Integrated Communications strategy

for Herradura & el Jimador globally, reporting to the Herradura Global IMC

Manager and the el Jimador Global IMC Manager as part of the Global Marketing


● Supports the Herradura & el Jimador Global media and communications


● Supporting Herradura and el Jimador global Brand Global media and

communications development spend.

● Supports the Global IMC Manager and IMC leaders and Herradura and el

Jimador marketers around the world in improving the processes and

implementation of communications plans and evaluating results.

● This role demands a high degree of collaboration with both reporting managers

as well as the US IMC Director &; US Brand team and other US&C stakeholders.

Leveraging and applying the expertise of these groups and alignment of plans

across the US&C portfolio is a key part of this role.

● Communicates best practice and helps to optimize the overall communications

process and tools for Herradura and el Jimador globally.

● “Hands on” including maintenance and support management of global assets

such as websites, social pages, CRM database and day to day market requests.

● Assists in the implementation of global communication programs and identifying

(and sometimes developing) the right content assets.

● Working in Partnership: The partnership between the Herradura and el

Jimador Global IMC group and Global Brand Management is key. The Herradura and el Jimador Global Brand Director(s) lead Creative Briefs, Agency

briefings, idea evaluation and execution of the “Communications Big Idea” 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 Global IMC Manager and Global Brand Team to plan, execute and

evaluate the following:

1) Global Platforms: Maintain & update “owned” Global Media Platforms

● Maintains and updates the global website with our agencies and provides

guidance to market localizations on necessary updates.

● Maintains & updates other global digital presence such as Facebook and

Instagram as required (examples include content calendar creation/management,

community management, social listening, etc.). Provides guidance to local

markets on necessary updates.

● Maintains and updates global CRM database ensuring compliance with local

data usage regulations and data security.

2) Global Content: Organizing, sourcing and managing content.

● Works closely with markets on content needs to understand what content is

scalable and can be produced globally to increase efficiency and reduce creative

development and agency fees at a market level.

● Manages Herradura and el Jimador management (rights, BAR+, etc) to ensure

world class and prioritized content that is easy to find and use globally.

● Shares and communicates guidelines for global content calendar, timings and


● Maintains & updates the global Herradura and el Jimador Global Content

Strategy and the Herradura and el Jimador Global Content Calendar.

● Responsible for understanding brand positioning, marketing strategy, and tone of

voice to be supported in all marketing communications.

● Works with IMC Managers, IMC Directors and CoE to ensure communications

are aligned with digital and media compliance guidelines as well as inclusive and

responsible marketing best practices.

3) Market Support: Hands on support in implementing market initiatives.

● This role is “hands on” in supporting day to day requests from international

markets (without dedicated IMC support) and the US field regions. This may

involve sourcing content, supporting programs through media plan development

& execution in response to approved requests.

● This role is the “go to” contact for supporting field activity in the US and

internationally that requires global 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.

● Develops and executes e-mail and social campaigns, leveraging existing assets

and authoring original content where required.

● 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.

4) 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 Herradura and el Jimador Global IMC Specialist role is an active participant in the

overall B-F IMC & 'community.' Critical stakeholders include:

1) The Herradura and el Jimador Global Marketing Team are key stakeholders

in turning brand strategy into communication strategy. The Herradura and el

Jimador Global Brand Directors lead creative briefs, agency briefings, idea

evaluation and execution of the “Communications Big Idea” as well as agency

collaboration. They are the final approvers of brand strategy, communications

development and creative output.

2) US IMC Director & US Brand Team to leverage and apply the expertise of

these groups and alignment of plans across the US&C portfolio.

3) The Brown-Forman Global IMC Center of Excellence are key partners in

following Global process, metrics and valuation standards they are also key

partners in subject matter expertise in media, inbound, e-commerce content and

performance analytics.

4) Global Media & Creative Agencies

We Are Looking for People Who:

● Education: Undergraduate Degree or higher.

● 4+ years working client and/ or agency side in media, e-commerce and / or

marketing communications disciplines.

● 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).

● Strong foundational knowledge and awareness of media, social, on-line video,

CRM, search, web-site, data and analytics, content and e-commerce.

● Strong understanding of marketing principles and brand growth strategy.

● Evidence of strong project management experience within a consumer orientated

communications environment.

What Sets You Apart:

Certifications: Broad based business education such as Business Degree or MBA or

data science / analytics.

What Makes You Unique:

● Experience working across markets in an international role.

● Experience working with multiple managers and varying stakeholders.

● Analytics experience including working with systems such as tableau and

external data sources.

● Ideally the candidate will have a combination of client and agency experience or

have experience in client management at the agency side.

● Experience working in or with large media and creative agencies.

Competencies for Success:

Communication: Must have excellent verbal and written communication style to

communicate with all levels of management and all international markets in a fast-paced


Collaborative: In many cases this role will be about influencing up. Collaboration and

trust are key qualities to maximize the impact of this role.

Creativity: Ability to translate brand principals/priorities/strategies into creative content

for channels such as organic social media (not limited to) is critical to this role.

Prioritization & Project Management: Ability to juggle multiple requests and

effectively prioritize and plan work is key. The candidate must be flexible and able to

“dive into” urgent requests when needed. The maturity to seek assistance and leverage

external resources in conjunction with the IMC manager where needed is important.

Analytical Skills: This role will involve working with data and analytics tools.

Competence with spreadsheets, basic analytics and use of databases on analyze


Passion for Diversity and Inclusion: Is able to work across different levels and

nationalities. Respects all differences and treats colleagues with respect.

Locations considered for this opening:

B-F Headquarters office in Louisville, KY or surrounding areas

This position is posted with multiple locations, you only need to apply to one of the postings to be considered for all locations and/or the remote work option.

B-F can employ a remote worker in the majority of the states in the US, however if you are located in one of the following states, relocation would be required. VT, RI ,CT ,NJ ,DE ,WI ,MN, ND, SD, NE, KS, OK, LA, MS, NM, AZ, UT, OR, AK, HI


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: JR-00004390