Brown-Forman Manager Content Analytics - Integrated Marketing Communications (Remote Work Opportunity) in San Francisco, California
Brown-Forman's New IMC Structure:
With the accelerated expansion of the digital economy and as the lines between the physical and digital worlds continue to merge, Brown-Forman has created a new community called Integrated Marketing Communications (IMC). This new way of working will:
Better integrate how we connect and engage with consumers across all forms of media
Grow our e-commerce capability to ensure our brands can be purchased in the time, place, and manner most convenient for our consumers
Fully optimize our brand assets to have the highest impact on consumers across platforms we own (such as websites) and those we do not (such as social media)
Leverage more relevant and timely data to rapidly and continuously adapt our approach to marketing and selling
The Brown-Forman Integrated Marketing Communications Center for Excellence will manage platforms, processes, and best practices, and ensure a linked “ecosystem” across the global IMC community. This new team represents our commitment to digital and e-commerce transformation and will be a growth driver for our brands for generations to come.
Manager Content Analytics
‘We are a company with world class brands and advertising. This new global role will take our understanding of content performance to the next level. ” - SVP, Integrated Marketing Communications, Capabilities & Design.
Meaningful Work From Day One
The Global Content Analytics Manager role is a part of the Global Integrated Marketing Communications Center of Excellence (CoE) team.
The Integrated Marketing Communications Team includes Director level positions in Media Strategy, Inbound Marketing, e-commerce and Digital Performance.
This role reports to the Global Director Inbound Content as a subject matter expert on content analytics for Integrated Marketing Communications (IMC) Leaders and Marketing leaders around the world.
It is the global thought leader for Brown-Forman on the topic of content analytics and drives thinking on linking content performance across all channels of media and e-commerce.
In conjunction with the Director of Global IMC Performance, this role defines metrics and best practices in content analytics and builds an ongoing culture of learning and optimization.
This role is to define best in class global thinking for the role of content analytics and to maximize the value of content across Brown-Forman.
What You Can Expect:
Global Subject Matter Expert on Content Analytics
Brown-Forman has developed global communications campaigns with our global brand teams working with our Creative AOR agencies. The development of core creative ideas is the responsibility of Global Brand teams. The focus of this role is not creative development but how to maximize the efficiency and effectiveness of our creative campaigns globally.
We believe through content analytics we will be able to maximize the impact of this work and capture learning on the effectiveness of different types of content, in different channels against different objectives including in e-commerce.
Creates our “Global Playbook” on use of content analytics as part of the total Brown-Forman approach to Integrated Marketing Communications.
Defines the Brown-Forman standards and perspective on how to gain maximum value from content across channels.
Supports markets as the subject matter expert on content analytics combining Brown-Forman Media Principles, external best practice and internal Brown-Forman learning.
Develops along with the B-F Global Digital Capabilities Manager learning programs on content analytics and optimization and sets expectations for capabilities in these areas within the Brown-Forman Marketing Capabilities framework.
In conjunction with the Director Global Digital Performance & Global Inbound Director defines metrics and data sources to measure and optimize our content performance across search, CRM & websites.
As the media and technology landscape evolves consumer behavior changes recommend future applications of content analytics to drive performance.
Content Optimized for Search
Across all media and owned platforms we need to continually think how to optimize content for search and how to use performance data to do this.
Working with the Global Inbound Director (Manager) and the Director of Global Digital Performance to develop audits, global standards and processes to optimize content for search.
Understand the performance of our competitors and how we close gaps in our content to compete for search traffic.
Work with the Director Global Content and Marketing Information to ensure the content we distribute is optimized for search.
Develops recommendations on how best to create, manage and distribute content to minimize need for local market creation and maximize use of Global creative assets created by Global brand teams and also role of other content such as user generated and influencer created content.
Consider efficiency of total content infrastructure from Global Brands, B-F Design, Advertising agencies and local markets to seek greater efficiency in content creation and usage
Provides consultancy & support for market based teams
Content Analytics subject matter expert & partners for the global Brown-Forman IMC and Marketing community.
Leverages global best in class thinking and subject matter expertise to review country Integrated Marketing Communication plans where needed or as part of the global business planning process.
Consults and problem solves with markets on content analysis & optimization programs.
As part of the Global Integrated Marketing Communications CoE creates a sense of community, sharing and continued learning for the IMC group around the world.
In conjunction with the Digital Capabilities Manager and the CoE develops an IMC capabilities framework and supporting training materials. We believe “Leaders teach” so this will also include delivery of training programs to markets.
Stakeholder Management: Key stakeholders for this role include:
Global IMC Center of Excellence: This role works closely as part of this team to provide joined up guidance on content and content analytics.
Global Brand & Market IMC Teams: Provides subject matter expertise and guidance to these teams on content analytics including setting global process & standards. Consults on content analytics and optimization topics and where necessary reviews plans and problem solves.
Media & Creative agencies & External Partners: Works to maximize our relationships and seek additional value from these relationships. Where needed introduces new global thinking and process.
What Exactly Are We Looking For?
Undergraduate Degree or higher.
6+ years working client and/ or agency side in media and content ideally including management of multi-country communication plans.
Extensive 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 strategic thinking across media, social, on-line video, CRM, search, website, data and analytics, content and e-commerce.
Significant overall knowledge of content management and optimization.
Strong understanding of marketing principles and brand growth strategy.
Evidence of impactful Strategic thinking and complex project management within a communications environment.
What Sets You Apart:
Broad based business education such as Business Degree or MBA.
Experience working across markets in consumer communications and ideally e-commerce projects for a multinational company.
Background living and working in different markets (International career track).
Ideally the candidate will have a combination of client and agency experience or have extensive experience in client management at the agency side.
A career track that has included brand management, insights or another core marketing discipline in addition to media or communications would be a strong plus.
Experience in working with large media and creative agencies across markets.
Competencies for Success:
Communication: Must have exceptional verbal and written communication style to communicate with all levels of management and with all international markets.
Collaborative: In many cases this role will be about influencing non-direct reports. Collaboration and trust are key qualities to maximize the impact of this role.
Planning & Strategic Thinking: This role will require someone with the ability to think strategically and manage with the team complex and multi-stage projects across markets and functions. Excellent project management and team management skills are a must.
Creativity & Rigor: This role demands creative thinking and continually pushing to “test and learn” to improve performance. As well as a creative mindset this must be backed by rigor to set metrics, evaluate performance and share learning across Brown-Forman.
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
B-F Regional office in Atlanta, GA, Dallas, TX, Irvine, CA
Locations across the US for a remote work from home set-up*
*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
Req ID: JR-00002247