Associate Brand Manager - RTD Portfolio

@ Brown Forman

Associate Brand Manager - RTD Portfolio




Job Description

Meaningful Work From Day one: All B-F Marketers will be expected to be leaders in building “best in class” brands, marketing programs and capabilities and to drive the Corporate, USA&C and Marketing 150 strategies. For marketing, all managers need to superbly deliver against 4 key strategic goals: 1) Captivate the Consumer, 2) Innovate Across all Touchpoints, 3) Leverage and Strengthen the Portfolio, and 4) Make it Easy to Buy and Sell our Brands. Also, managers must model the five key differentiating capabilities: 1) Consumer Understanding and Targeting, 2) Digital Marketing, 3) Design Excellence, 4) Analytics and Diagnostics, and 5) Developing Big Ideas that punch beyond our weight. The RTD Associate Brand Manager is accountable for the creation of business building ideas and for activating the brands’ annual marketing plan both within the Brown-Forman sales organization and with our Partners, Pabst Brewing Company and Drinkworks. This entails collaborating with, and often directing through critical conversations, multiple internal and external contacts including sales partners, agencies, consumers, distributors and retailers. This ABM will be an expert in the fast moving category of RTDs by partnering with Insights team, business and distributor partners to stay abreast of industry news. Serves as a connector and cheerleader for the brands, partnerships and companies including the BF distributor and PBC wholesaler networks. What You Can Expect:

  • Create, execute, and evaluate highly innovative brand building programs for Jack Daniel’s Spirit Based Cocktails: (50%)

  • Develop winning promotional platforms that solve business issues and better meet the markets’ needs. Own the sales promotion process for below-the-line activities.

  • Work with key stakeholders to identify and source brand-appropriate tool kits through ImageSellers, Print on Demand and BAR.

  • Work with National Accounts, multi-cultural and field teams to develop sales promotion tools that amplify and extend brand messages and create consistency across the Jack Daniel’s trademark, both in the US and Globally.

  • Work with BF Commercial Teams, including FMMs, to execute local branding opportunities

  • Partner with the Modern Media team to develop CRM and digital programs that drive consistent 360 messaging around promotional platforms.

  • Lead promotional packaging and gift/VAP programs as needed. Support line extension development.

  • Work with RTD Director in development of agency SOW, budgets, contracts and creative development.

  • Conduct effective two-way communication; develop action plans, write project briefs, conduct annual SWOT analysis, provide key learnings, give professional feedback, and share project evaluation.

  • Support Brown-Forman and Pabst partnership: (25%)

  • Support concept and brief writing with Pabst partners to bring new products to market

  • Work with US and Global brand teams to ensure that promotional items that Pabst is creating adheres to our B-F equity guidelines

  • Facilitate meaningful, robust meetings between BF and PBC, whether educational, business review or relationship building based

  • Connect and cultivate relationships across functional areas where synergies between BF and PBC may exist; special events, National Accounts, licensing and e-premise

  • Take lead on the partnership between Brown-Forman and Drinksworks and Cocktails to Go Line in collaboration with RTD Director to ensure BF Portfolio equity strength and make sure contracts are upheld (25%)

  • Work with BF Brand Teams, Licensing and Legal teams to secure alignment on trademark usage and innovation

  • Work with BF R&D on innovation and product formulation development and stakeholder approval

  • Write Annual business plan in collaboration with Manager

  • Secure available consumer and sales data on BF branded pods at Drinksworks

  • Support connection between BF production and Drinkworks Partners: Collaborate with multiple internal and external contacts including Pabst Team, Drinkworks team, PR Manager, Modern Media team, Sales Promotion team, Global Marketing, Consumer Insights, Multicultural team, Finance, agency partners, sales, distributors and retailers. We Are Looking For People Who:

  • B.A. plus 2+ years marketing, sales or sales promotion experience in a consumer goods environment.

  • Demonstrated experience in developing, executing and managing brand programs.

  • Strong verbal and written communication skills; ability to articulate well and create clear images through words.

  • Strong interpersonal skills and ability to operate effectively in a collaborative matrix.

  • Experience working with and managing outside agencies (POS development, advertising, etc.) or distributors.

  • Demonstrated ability to manage through influence with internal and external partners.

  • Demonstrated ability to develop and execute innovative “big ideas” that grow brands.

  • Strong analytic skills and the ability to “turn insights to actions.”

  • Strong results orientation and comfort with managing financial resources effectivelyAbility and willingness to travel approximately 30% of the time, including some weekends. What Sets You Apart:

  • Spirits/beverage alcohol industry experience preferably with off-premise experience.

  • Strong understanding of digital/modern media marketing including CRM, social media and community management.

  • Experience with multicultural marketing.

  • MBA degree. 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: USA & Canada City: Louisville State: Kentucky Country: USA Req ID: JR-00001977



His original brand, Old Forester Kentucky Straight Bourbon Whisky, was America’s first bottled bourbon and remains one of Brown-Forman’s finest brands today. Geo. Garvin Brown IV, a descendant of the founder, is part of the 5th generation of Brown Family members engaged with Brown-Forman, a publicly traded, family-controlled company, and serves as the presiding Chairman of the Board.

Brown-Forman employs more than 4,800 people worldwide with about 1,300 located in Louisville. Brown-Forman, one of the largest American-owned spirits and wine companies and among the top 10 largest global spirits companies, sells its brands in countries around the world and has offices in cities across the globe. In all, Brown-Forman has more than 25 brands in its portfolio of wines and spirits. 

Hiring process

Hiring Manager: Kirsten Hawley