Brown-Forman Digital Marketing Specialist in Guadalajara, Mexico

The Digital Marketing Specialist role would support specified regional marketing team(s) that sit within LAR. This position would also partner with their team(s) to influence and execute all local digital marketing activities. The role reports directly to the Modern (Digital) Marketing Manager with the local marketing director being their secondary manager. They will serve as the in-market advocate and administrator of B-F brand/company digital strategies, ensuring B-F legal and creative compliance for all local digital activations. Finally they would have responsibility for training and managing the creative/media agencies in their assigned territories, certifying that they adhere to B-F brand/company standards.

Topline responsibilities:

  • Work with specified LAR marketing team(s) to advise and implement their digital marketing plans

  • Partner with manager to educate wider LAR marketing on company/brand digital strategies; identify, elevate and defend the brand/digital needs unique to their assigned market back to manager

  • Set KPIs with local market representatives and LAR Digital Marketing Analyst; socialize as necessary to manager as well as other commercial and customer partners

  • Project-manage digital campaigns for assigned markets, oversee budgets and adapt global creative to suit the needs of the market, medium and platform; enforce local adherence to global brand standards

  • Interface with local media agencies and other external partners, managing timelines and deliverables to ensure campaigns are executed as expected and on time

  • Perform post-evaluations with LAR Digital Marketing Analyst on above activities and report back to the local markets and the Digital Marketing Manager

Specific Functions:

Local Digital Championship for B-F and Brands

  • Drive global brand and brand digital strategies within assigned markets’ plans and platforms (i.e. local Facebook pages)

  • Train local marketing teams on global digital brand standards

  • Ensure local executions and digital communications meet B-F legal and responsibility standards

  • Liaise with line manager to provide feedback to global teams making sure local markets receive what they need from global brand leadership to achieve their individual objectives

  • Understand the brands’ bullseye consumers and profiles by market; become the expert as to how their targets interacts with modern media

  • Be the “on-the-ground” digital expert in-market, imparting knowledge to teams about ideal platforms, tools, agencies and methods to include when planning; leverage Digital Marketing Analyst’s expertise

  • Own best practice exchanging across LAR

Project Management and Execution

  • Lead with local marketers all digital aspects involved in their annual brand planning; be versed in brand consumer objectives; know their target consumer and how they interact with digital media

  • Set KPIs for activations for evaluation; consult with Digital Marketing Analyst to make sure goals are measurable and meaningful

  • Proactively manage the timeline for digital projects and campaigns; communicate with stakeholders along the process

  • Interface with creative and media agencies to ensure timelines and expectations are met; traffic brand assets on-time; understand agency management and briefing

  • Adapt, collect and/or supply creative and images on owned pages and platforms; use expertise when deploying assets to maximize consumer engagement

  • Work with Manager, Digital Analyst and local brand owners to create post-program analysis; build presentations and socialize to stakeholders.

Driving Business Results

  • Understand and internalize the over-arching business goals for each assigned market

  • Network with the wider local team; proactively collaborate with commercial, finance and other functions

  • Build relationships with brand owners embedded within the distributors; inform/advise the extended teams as necessary

  • Ensure digital efforts are aligned with business initiatives; challenge local brand owners as appropriate

  • Focus asset deployment and analytics on metrics that show return and optimal ROI in the trade

  • Leverage ecommerce channels and customer CRM programs to drive greater distribution and consumer reach.

Behaviors and Competencies:

Be Creative:

  • Cleverly constructing digital plans that are tailored to a target consumer/shopper and influence them appropriately

  • Thinking like an entrepreneur, adeptly leveraging one’s knowledge of all aspects of the digital space and what levers to pull to achieve select goals

Be Courageous:

  • Driving teams to focus digital efforts on platforms and activities that matter

  • Improving brand reach and penetration while optimizing spend

  • Managing through ambiguity and restricted resources; leading with a solution-oriented mindset

Be Collaborative:

  • A Team Player: building collaborative relationships and partnerships across local organizations

  • Leveraging Diverse Thinking: Making decisions from past examples that drive future results

  • Persuasiveness: Able to put across an informed point of view convincingly.

Must Experience:

  • BA degree in Marketing, Business Administration, Finance, Economics or a related field

  • 3 years of marketing/digital marketing experience

  • In depth understanding of consumer and digital marketing analysis and insight experience

  • Well versed in modern media: digital platforms, mobile and other social media

  • Proven capability in a working with creative and media agencies

  • Strong project management skills

  • High level of fluency in both English and Spanish

  • Strong results orientation; able to find focus when faced with ambiguity

  • Superior presentation and communication skills; proven ability to influence others

  • Well-versed in Powerpoint, Word and Excel

Preferred Experience:

  • MBA or Masters in a related field

  • Experience across international markets

  • Portuguese ability

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: International

City: Guadalajara


Country: MEX

Req ID: 4729BR