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Brown-Forman Integrated Marketing Communications(IMC)/Digital Shelf Specialist in Shanghai, China

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 global business unit 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.

Meaningful work from day one

This IMC and Digital Shelf Specialist will focus on managing the Product Information Management System (PIM) for China and also supporting the IMC Leader In campaign data & analytics.

This is a critical support position in the Brown-Forman Integrated Marketing Group and this role provides exposure to the core communications areas of media planning, social, on-line video, CRM, search, website, data and analytics, content and e-commerce. Supported by a strong capabilities program this is an ideal opportunity to learn these disciplines and gain further end-to-end project execution experience in these areas.

What you will experience

PIM System Management

  • Work with Global Content and Marketing Information Director, Marketing Team, and Sales Team on the set-up and implementation of the PIM

  • Seek out “best in class” practice from other markets to continually improve the PIM. and share best in class implementation with other PIM markets.

  • Become an advocate for the PIM and increase overall knowledge and capability in sales and marketing about how to use the PIM and its application in marketing and sales and e-commerce planning..

  • Ensure high quality content is correctly loaded into PIM in accordance with the marketing and sales strategy.

Campaign Measurement & Optimization

  • Partners with CoE on campaign measurement, evaluation and optimisation. Building understanding of data, tools and metrics for campaign evaluation.

  • Build a thorough understanding of the global CoE process for setting pre and post performance metrics for IMC campaigns.

  • Looks to optimize both pre and post campaign evaluation and dynamic optimization within campaigns.

  • Ensures a robust “test and learn” plan across the portfolio to continually improve our understanding of the best channel and content to drive the best results relative to brand strategy & campaign objectives.

  • Leverages data sources such as search metrics, social listening, competitive data to build a full picture of campaign response and maximize future learnings.

Stakeholder Management

  • The China IMC & Digital Shelf Specialist role is an active participant in the global B-F IMC team

  • Your key stakeholders include: the China Marketing Team, Key Account & Sales Teams, B-F Global IMC CoE & Global Director Content and Marketing Information Director, Media & Creative Agencies

  • You will be expected to share best practice and gain maximum learning from our IMC activity around the world.

What you can add to the team

  • Communication: Must have a strong verbal and written communication style to communicate with all levels of management.

  • Collaborative: In many cases this role will be about influencing non-direct reports and working with different functional teams in market and globally. Strong collaboration skills are critical for this role.

  • Prioritization & Project Management: Ability to juggle multiple requests and effectively prioritise 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 Leader where needed is important.

  • Analytical Skills: This role will involve working with data and analytics tools. Ability to draw insights from consumer data and be competent with spreadsheets, basic analytics and use of databases to analyze results.

  • Passion for Diversity and Inclusion: Respects all differences and treats colleagues with respect.

  • Min 5 years + relevant experiences

  • Advanced English writing skills #LI-EH1

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: Shanghai

State: Shanghai

Country: CHN

Req ID: JR-00002316