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 optimise 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 Centre for Excellence (CoE) 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. **Internally this role be called an IMC (Integrated Marketing Communications) Manager.**
**Meaningful Work From Day One**
● This role is to partner with the UK and Ireland Marketing Director & Brand Teams in developing and executing the Integrated Marketing Communications strategy for the UK and Ireland, being a cornerstone player in the digital transformation of our omnichannel business model.
● The role is to co-develop, with the brand leaders, brand communication strategy and also support the UK and Ireland marketing team in improving the processes and implementation of communications plans and evaluating results.
● The role will work across communication disciplines including media, CRM, websites, search, e-commerce, communications analytics and content management.
● This role has 2 direct reports. It sets direction, communicating best practice and optimising the overall communications planning process for the UK and Ireland.
**What You Can Expect:**
Works with the local marketing teams, key account and sales Teams, global IMC centre of excellence team & global IMC teams, to achieve excellence in the following areas:
**1)** **UK Market Communications Excellence:**
● Is the Brown-Forman subject matter expert on Integrated Marketing Communications for the UK, within a high paced digital transformation environment.
● Together with the UK Marketing brand teams, “joins the dots” across communication disciplines including media, social, on-line video, CRM, search, website, emerging platforms, data and analytics, content and e-commerce across the consumer and shopper journey.
● Acts as a thought partner to the UK marketing team on how best to formulate and communicate brand and portfolio communication strategy to reflect the strategic goals of building brand difference (Meaningful Difference) and relevance to buying motivations (Contextual relevance).
● Works with the team to manage, update and leverage UK “owned” platforms (where needed) such as web-sites, social media and CRM databases.
● Responsible for understanding brand positioning, marketing strategy, and tone of voice to be supported in all marketing communications.
**2) Campaign Measurement &** **and Optimisation:**
● 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 optimisation 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.
**3) Content Management and Optimisation:**
● Implements and where necessary adapts global Content Strategy and the Global Content Calendar in collaboration with marketing & sales teams.
● Works closely with UK stakeholders across brand and e-commerce programs leveraging global content as much as possible to increase efficiency and reduce creative development and agency fees.
● Shares and communicates global and local market content assets, guidelines for content calendar, timings and process.
● Works with Brand Teams & Global IMC CoE to ensure communications are aligned with digital and media compliance guidelines as well as inclusive and responsible marketing best practices.
**** **4) Collaboration & Best Practice:**
● Shares learning & best practice on communications initiatives (media & content) across global, market and region. Encourages cross-market communication and sharing.
● Provides a single point of connection with Global IMC CoE and global media and creative agency partners (where required).
● Partners with Global CoE and “B-F Way of Marketing” team to build UK team capability on Brand Communications and IMC disciplines across the UK organisation.
**5) Stakeholder Management:**
The UK IMC Leader role is an active participant in the overall B-F IMC ‘community’. Critical stakeholders include:
1) The UK Marketing Team are key partners in turning brand strategy into communication strategy. The UK Brand Directors lead creative briefs, agency briefings, idea evaluation and execution as well as agency collaboration. They are the final approvers of brand strategy, communications development and creative output.
2) Customer Marketing & Sales Teams: understanding how to combine customer needs and e-commerce needs into the overall UK market communications plan and implementation by brand.
3) The Brown-Forman Global IMC Centre of Excellence are key partners in following Global process, metrics and valuation standards they are also key partners in subject matter expertise in media, inbound, e-commerce content and performance analytics.
4) Media & Creative Agencies: media AOR and Global and local creative partners.
5) Brown-Forman IMC teams around the world: expected to share best practice and gain maximum learning from our IMC activity around the world.
**We Are Looking For People Who Have:**
● Demonstrable experience working client and/or agency side in media and marketing disciplines.
● Significant experience working across the UK media landscape and strong knowledge of UK media channels.
● Significant ‘hands on” media planning and buying experience gained either at client or agency or ideally both.
● 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.
● Strong understanding of marketing principles and brand growth strategy.
● Evidence of impactful strategic thinking and complex project management within a communications environment.
**What’s It Like To Work Here:**
Our vision is to transform B-F UK to be the industry leading organization by delivering top tier results, through building a diverse culture that inspires people, celebrates teamwork and rewards agility.
Just six months after launching its newly independent organisation in the United Kingdom, Brown-Forman UK was officially certified as a Great Place to Work and a Centre of Excellence in Wellbeing in 2020-2021. “Being certified as a Great Place to Work is a testament to the commitment, hard work and enthusiasm of everyone in our new organisation.”-Jeremy Shepherd, Brown-Forman, Vice President, General Manager, UK & Ireland.
We believe all employees can realize the true value of diversity and inclusion and create a stronger, more competitive organization where each employee has the opportunity to reach their desired potential. In the UK we have a Diversity Council consisting of our UK Leadership Team and also four employee resource groups for our employees: GROW (Growing Remarkable Outstanding Women), YP (Young Professionals) SEED (Supporting & Elevating Ethnically Diversity) and PRIDE (LGBTQI+).
**Nothing Better In The Market:**
Total Rewards at Brown-Forman is designed to engage our people to ensure our sustainable and profitable growth for generations to come. As a premium spirits company, we offer premium and equitable pay & bonus for individual and company performance. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.
In Brown-Forman UK, some highlights of the competitive benefits we offer include, but not limited to, medical/dental insurance, flexible-working options, product allowance and gym membership; along with global career opportunities.
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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: Europe Division
City:
London
State:
Country: GBR
Req ID: JR-00003583
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