Brand Manager - Woodford Reserve

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Meaningful Work From Day One:
The Brand Manager is responsible for supporting the development and execution of the Woodford Reserve Family of Brands brand strategy across all touchpoints and will work closely with cross-functional teams to ensure the brand is consistently and effectively positioned in the marketplace to grow brand value and build lifelong relationships with consumers. 

What to Expect:

• Lead the development and execution of the annual strategic marketing plan that aligns with long-term brand strategies

• Manage the brand's budget and P&L, ensuring efficient allocation of resources and achievement of financial targets

• Regularly review diagnostics to deeply understand what is happening on the brand, why it is happening, and what strategic shifts are needed to make a change 

• Connect the dots between the Global Team, Homeplace, IMC, and Production to ensure WR’s special releases & innovations are launched in a world-class way. Support the innovation process by ensuring ideas are rooted in consumer insights and/or category opportunity 

• Lead Woodford Reserve’s Advocacy Strategy and work in partnership with the Trade Marketing team to leverage WR’s Brand Ambassadors to build trade affinity

• Lead Woodford Reserve’s On-Premise strategy in partnership with Trade Marketing

• Lead development of briefs and manage the agency of record from diagnostics to strategy development to execution and evaluation

• Oversee and lead the execution of all brand-led national activations—bring the brand to life in compelling ways on the ground (i.e., Kentucky Derby on-site activation) 

• Support Woodford Reserve Homeplace team as they execute brand consumer programs & support key brand moments at Woodford Reserve Distillery 

• Conduct market research and competitive analysis to identify opportunities and threats

• Collaborate with cross-functional teams to drive brand growth and achieve business objectives

Lead strategic planning & oversight of paid & owned media: 

• Communications strategy oversight: Lead and coordinate all paid and owned media channels to support annual communication and business goals, including lead role on comms brief development; remit includes paid media, influencer, email/CRM, social & website

• Guide the adaptation, creation, and oversight of advertising creative and content strategies to ensure the right content is on the right platform, for the right consumer, at the right time, inclusive of owned and eCommerce properties 

• Communications Performance Lead: Oversee investment performance, measurement, and annual brand learning agendas, to ensure alignment with comms goals and drive accountability to paid & owned media investments

What You Bring to the Table:

• A minimum of 5-7 years of marketing experience with a proven record of successfully delivering brand growth in a highly competitive environment

• Previous experience leading multiple agencies and cross-functional teams 

• Previous experience managing Integrated Marketing Communications campaigns 

• Strong commercial acumen, P&L literate 

• Willingness and ability to travel up to 25% of the time

Capabilities for Development:

• Strategic Thinking: Ability to develop and implement long-term brand strategies.

• Leadership Skills: Ability to inspire and motivate a team to achieve common goals.

• Financial Acumen: Understanding of financial principles and ability to manage effectively.

• Presentation Skills: Ability to effectively present and communicate ideas to senior management and stakeholders.

• Influencing Skills: Ability to build relationships and influence others to gain support for marketing initiatives.

What Makes You Unique:

• Experience and proven success supporting global iconic brands (as opposed to strong local brands) 

• Spirits/ Beverage Alcohol industry experience in the U.S. 

• CPG marketing experience in a large multinational firm

Who We Are:
We believe great people build great brands. And we know there is Nothing Better in the Market than a career at Brown-Forman. Being a part of Brown-Forman means you will grow both personally and professionally. You will have the opportunity to solve problems, seize opportunities, and generate bold ideas. You will belong to a place where teamwork matters and where you are encouraged to bring your best self to work.
 

What We Offer:
Total Rewards at Brown-Forman is designed to engage our people to ensure sustainable and profitable growth for generations to come. As a premium spirits company, we offer equitable pay structures for individual and company performance alongside a premium employee experience. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce #LI

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