Brand Manager – Woodford Reserve - Maternity Cover

Function:
Other
Role:
Other Marketing Role
Employment Type:
Permanent
Hours:
Full Time
Region:
England
Area:
Central London
Salary:
Competitive
Posted:
08-Oct-18
Recruiter:
Brown Forman
Job Ref:
4684BR


Job Description:

Scope:

Working as part of the Super Premium Brands Team, the Brand Manager (BM) will be expected to drive the continued profitable growth and equity of Woodford Reserve bourbon in the UK, the second biggest market globally. Woodford Reserve is an important growth engine for the UK and a key strategic priority.

The BM will be responsible for the day to day brand business management of Woodford Reserve and work closely with the Head of Super Premium Brands to align short/medium term plans with the long term ambitions of the brand and wider whiskey portfolio strategy. The role will lead on investigating consumer, category and shopper opportunities, working cross functionally on commercialisation and launch planning.

Key Responsibilities:

Brand business plan development and activation

- Development and implementation of 3-year brand business plans across the Woodford Reserve trademark

- Co-management of below-the-line plan with CPA (trade marketing) to ensure all activation's drive distribution, rate of sale and are on strategy

- Co-development with Head of Advocacy and CPA to ensure it is best-in-class to drive new distribution and increase rate of sale in existing outlets

- Development of brand building platforms or relevant translation of Global brand platforms

- ATL and TTL communications and media strategy planning, briefing, development and implementation

- Close liaison with PR agency to ensure ongoing brand presence with key titles & influencer's Leadership of e-com strategy and brand presence online

- Local leadership of global equine strategy - Royal Ascot

- Application of learning's from activity evaluation to future planning

Management and delivery of UK P&L

- Close management of brand performance and P&Ls with Finance and Sales

- A & P budget development, management and allocation against key brand strategies and growth drivers

- Development of monthly and quarterly performance reports for key stakeholders

Trade and consumer understanding and analysis

- Identify and use research tools and techniques for increased consumer, shopper and trade understanding and insight

- Fully understand the underlying business/market drivers that affect brand performance, using research tools (BF tracker, Nielsen/CGA, Market Structure, IWSR, TGI)

- Regular, proactive competitor benchmarking and trend analysis, highlighting implications for Woodford Reserve

- Stay abreast of the latest marketing trends and techniques, inside and outside of alcoholic spirits

Stakeholder engagement and motivation

- Be a Brand Ambassador and expert, to ensure long-term building of equity and a motivated Sales force

- Initiate buy-in of Brand Business Plan from all involved parties through regular communication and involvement in meetings

- Close, consistent, clear communication with internal and external agency partners, managing and motivating them to deliver excellent creative work

- Champion brand needs with local commercial teams, regional and global brand teams and distributors

- Build effective and productive working relationships with internal and external stakeholders

Must Experience:

- Bachelor's Degree in Business, Marketing or similar discipline or equivalent experience

- Strong track record of successful, progressive marketing experience

- A&P budget, P&L and project management experience

- Full mix technical marketing expertise

- Good knowledge of the UK On and Off Trade

- Willing to travel

Preferred Experience:

- Minimum 4 years marketing experience gained in the alcohol beverage industry

- Distributor management

- Premium or luxury goods marketing experience

#ND 1

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About Brown-Forman:

COMPANY:

For more than 145 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel's Tennessee Whiskey, Jack Daniel's & Cola, Jack Daniel's Tennessee Honey, Jack Daniel's Tennessee Fire, Gentleman Jack, Jack Daniel's Single Barrel, Finlandia, Korbel, el Jimador, Woodford Reserve, Old Forester, Canadian Mist, Herradura, New Mix, Sonoma-Cutrer, Early Times, Chambord, BenRiach and GlenDronach. Brown-Forman's brands are supported by nearly 4,600 employees and sold in approximately 160 countries worldwide

For more information about the company, please visit http://www.brown-forman.com.

We're on Twitter: https://twitter.com/BrownFormanJobs

See us on LinkedIn: https://www.linkedin.com/company/brown-forman

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.

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