IMC Specialist - Emerging Brands
Posted on: June 12, 2021
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
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.
" This exciting role has a unique opportunity to help forge and
sustain the communications for multiple premium emerging brands in
the United States" - V P, Group Brand Director, Emerging Brands
You Can Look Forward To :
This role supports and implements US&C Integrated
Communications strategy forEmerging Brands in US&C reporting to
the US&C Emerging IMC Manager as part of theUS&C Marketing
Supports the US&C Emerging IMC Manager in improving the
processes and implementation of communications plans and evaluating
Communicates best practice and helping to optimize the overall
communications process and tools for Emerging Brands in
Develops and executes e-mail and social campaigns, leveraging
existing assets and authoring original content where required,
Importantly this role is responsible for serving as a resource
to the Emerging Brands Team in the development of communications
strategy but is also "hands on" when required to manage content,
websites, CRM, social media and short term initiatives in
collaboration with the Emerging BrandsUS&C IMC Manager.
- Working in Partnership: The partnership between the Emerging
Brands IMC group and US Brand Management is key. The US&C 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
What You Can Expect:
Works with the US&C Emerging IMC Manager and Chambord/Fords,
Slane, Scotches, and Coopers brand teams to plan, execute and
evaluate the following:
Owned Platforms: Maintain & update "owned" Media Platforms
Maintains and updates the Emerging US websites with our agencies
and Brown Forman IT.
Maintains & updates other US&C Emerging owned channels:
Facebook, Instagram, Pinterest, Twitter
Maintains and updates the CRM database ensuring compliance with
local data usage regulations and data security.
In conjunction with the Global media and e-commerce homeplace
manager supports Emerging homeplace and e-commerce initiatives.
- Develops and executes e-mail and social campaigns, leveraging
existing assets and authoring original content where required.
Content: Organizing, sourcing and managing content
Works closely with US National marketing & regions and e-premise
team on Chambord, Fords, Slane, Coopers, Ben Riach, Glendronach,
and Glenglassaugh content needs, ensuring that best use is made of
Manages Emerging content (rights, BAR+, etc) to ensure world
class and prioritised content.
Maintains & updates the US&C Emerging content strategy and
the Emerging content calendar.
- Works with US IMC Director and CoE to ensure communications are
aligned with digital and media compliance guidelines as well as
inclusive and responsible marketing best practices.
Market Support: Hands on support in implementing market
This role is "hands on" in supporting day to day requests from
the Emerging US Brand team and the US sales regions. This may
involve sourcing content, setting up programs in response to
This role is the "go to" contact for supporting field activity
in the US that requires communications, digital or other media
This role advises on how to do this efficiently in line with the
Brown-Forman communication principles and in line with appropriate
local advertising and data privacy regulations.
- Where required this role connects with our global media agency,
creative agency, the Brown-Forman Design team and external
suppliers to meet market implementation requests.
Campaign Evaluation: Data & Analytics
This role implements the Global IMC Center of Excellence process
in the evaluation of campaigns using Global data, tools and
platforms to set metrics in advance and complete post evaluation of
This role also evaluates how to use test & learn and real time
campaign optimization to maximize communication activity.
- This role is also responsible for sharing best practice and
results of campaigns with stakeholders to constantly optimize our
We a re Looking For People Who...
Bachelor's degree and 4+ years working client and/ or agency
side in media and marketing disciplines.
Experience working across the US media landscape and strong
knowledge of US media channels.
'Hands on" planning and buying experience gained either at
client or agency or ideally both.
Managing communications budgets in the US.
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 experience across media, social, on-line video,
CRM, search, website, data and analytics, content and
Strong understanding of marketing principles and brand growth
- Experience working with a media agency team including media
briefing and managing agency projects.
What Sets You Apart:
Certifications: Broad based business education such as Business
Degree or MBA.
Ideally the candidate will have a combination of client and
agency experience or have extensive experience in client management
at the agency side.
- Experience in working with media and creative agencies in the
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
Business Area: USA & Canada
Req ID: JR-00002240
Keywords: Brown-Forman, Louisville , IMC Specialist - Emerging Brands, Other , Louisville, Kentucky
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