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Brown-Forman Digital Shelf Specialist in Guadalajara, Mexico

You Can Look Forward To:

  • The principal role is to manage and update the Product Information Management system for Mexico and maximize the use of assets from the B-F Global content management system (BAR+)

  • The Product Information Management system is a tool we use to update our digital presence ensuring we have best in class brand content on e-commerce sites.

  • The Product Information Management System (PIM) is a global system already being used by Brown-Forman in the US to store and distribute on-line content to retailers and external partners.

  • The information stored in the Product Information system includes brand images, videos, technical information, product descriptions, drinks recipes and other elements of brand content.

  • This role works closely with the brand marketing teams to ensure that the Product information system always has the most up to date and high quality assets and information for distribution to external retail and other partners.

  • This role is supported by the Global Content and Marketing Information Director who is part of the IMC Center of Excellence team located in the US and by Salsify our platform technology partner.

  • This role does not require previous experience with a Product Information Management System (specific training and support will be given) but does require a high degree or organization and attention to detail.

  • Collaboration and communication with marketing & Sales teams is key to build the application of this platform over time and to make sure the content delivered is in line with market brand and sales strategy & initiatives.

  • This is an entry level role into the Brown-Forman Integrated Marketing Group and provides exposure to the core communications areas of media planning, social, on-line video, CRM, search, website, data and analytics, content and e-commerce. Supported by a strong capabilities program this is an ideal opportunity to learn these disciplines.

  • Over time the market IMC Leader will provide more opportunities to learn data and performance tools to conduct campaign evaluation.

What You Can Expect:

Works with the Mexico IMC Manag, Mexico Marketing Team, Mexico Key account and sales teams, Global Content and Marketing Information Director (part of Global IMC Center of Excellence team) to achieve excellence in the following areas:

1) Implement & Maintain Brown-Forman Product Management System (PIM) in Mexico and expand usage over time:

  • Work with Global Content and Marketing Information Director, Marketing Team, and Sales Team on the set-up and implementation of the B-F Product Information Management system (PIM).

  • Become a subject matter expert on the system and become knowledgeable to “problem-solve”.

  • Develop a plan to increase the coverage and usage of the PIM to more external partners over time.

  • Seek out “best in class” practice from other markets to continually improve the PIM. and share best in class implementation with other PIM markets.

  • Become an advocate for the PIM and increase overall knowledge and capability in sales and marketing about how to use the PIM and its application in marketing and sales and e-commerce planning.

2) PIM Content

  • Ensure high-quality content is correctly loaded into the system in accordance with the marketing and sales strategy.

  • Seek out global and local content assets to enhance the overall quality of the PIM leveraging Global asset management system (BAR+)

  • Identify any gaps in PIM assets and work with the marketing and sales teams to close gaps at market level.

3) Contribution to Mexico IMC Team

  • The Digital shelf specialist is an entry- level role in the Brown-Forman Global Integrated Marketing Communications Organization.

  • Work with the IMC leader in your market to build your knowledge of Integrated Marketing across the core disciplines of media planning, social, on-line video, CRM, search, web-site, data and analytics, content and e-commerce.

  • Specific focus for this role would be to learn Brown-Forman process and tools of campaign performance measurement and undertake some projects in this area.

4) Stakeholder Management:

The Mexico Digital Shelf Specialist role is an active participant in the overall B-F IMC 'community'. Critical stakeholders include:

  • The Mexico Marketing Team are key partner. The Mexico 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.

  • Key Account & Sales Teams: understanding how to combine customer needs and e-commerce needs into the overall Mexico communications plan and implementation by brand.

  • The Brown-Forman Global IMC Center of Excellence & Global Director Content and Marketing Information Director: are key partners in following Global process, metrics and valuation standards they are also key partners in subject matter expertise in PIM, media strategy, inbound, e-commerce content and performance analytics.

  • Media & Creative Agencies Brown-Forman IMC teams around the world - via the CoE team Mexico Digital Shelf Specialist will be expected to share best practices and gain maximum learning from our IMC activity around the world

What You Bring to the Table:

  • Education: Undergraduate Degree.

  • Experience: Recent graduates will be considered - or ideally, 2+ years working client and/ or agency side in media and marketing disciplines.

  • Evidence of project management experience within a marketing or communications environment.

  • Experience in holding leadership roles and organizing groups or teams is important background for this role within or outside the communications field.

What Makes You Unique:

Certifications: Broad based business education such as Business Degree or MBA or specific educational qualifications in areas such as information technology.


  • Ideally, the candidate will have communications experience gained at a client or agency.

  • Experience in working in the e-commerce or media-related field.

Job Competencies:

Communication: Must have strong verbal and written communication style to communicate with all levels of management.

Collaborative: In many cases this role will be about influencing non-direct reports and working with different functional teams in market and globally. Collaboration and trust are key qualities to maximize the impact of this role.

Prioritization & Project Management: Ability to juggle multiple requests and effectively prioritise and plan work is key. The candidate must be flexible and able to “dive into” urgent requests when needed. The maturity to seek assistance and leverage external resources in conjunction with the IMC Leader where needed is important.

Analytical Skills: This role will involve some working with data and analytics tools. Competence with spreadsheets, basic analytics and use of databases to analyze results.

Passion for Diversity and Inclusion: Is able to work across different levels and nationalities. Respects all differences and treats colleagues with respect.


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: Emerging International Division

City: Guadalajara


Country: MEX

Req ID: JR-00002883