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Brown-Forman Brand Manager Woodford Reserve and Old Forester (m/w/d) in Hamburg, Germany

We believe great people build great brands. And we know there is Nothing Better in the Market than a career at Brown-Forman. Being a part of Brown-Forman means you will grow both personally and professionally. You will have the opportunity to solve problems, seize opportunities, and generate bold ideas. You will belong to a place where teamwork matters and where you are encouraged to bring your best self to work.

Many Spirits, One Brown‑Forman - We believe that an inclusive culture, one that values the diversity and unique perspective of each individual, allows us each to bring our best self to work and leads to greater teamwork, creativity, and trust.

Cultivating a Caring Culture - We know that our strong culture is one of the many reasons people love working at Brown‑Forman.

Enriching Life. Enriching Careers- At Brown‑Forman, we craft products known for bringing people together. Our employees have made us what we are today and are the reason for our success. Do not just take our word for it. Brown‑Forman is consistently recognized as a Great Place to Work® in countries around the world.

Who We Are

Premium quality since 1870

For more than 150 years, the Brown-Forman Corporation has enriched the lives of generations with high-quality alcoholic brands. In the German market, Hamburg-based Brown-Forman Deutschland GmbH distributes and markets a selection of premium and super-premium spirits from the international portfolio. These include American Whiskeys Jack Daniel’s Tennessee Whiskey, Woodford Reserve, and Old Forester; Scotch whiskys Benriach and The GlenDronach; as well as Slane Irish whiskey. Fords Gin, Gin Mare, tequilas el Jimador and Herradura, and Chambord liqueur round off the range. The family-controlled company founded in 1870 is publicly traded on the New York Stock Exchange and has been recognized as one of the "World's Most Ethical Companies©" 2022.

In Germany, the company has around 175 employees and was again certified as a Great Place to Work© in 2022/2023 . Brown-Forman advocates for the responsible enjoyment of alcohol through global and local initiatives. Further information:

Quote from Hiring Manager

The Brand Manager of Woodford Reserve and Old Forester is a key member in the Emerging Brand Marketing team and it is a great role for a motivated and creative marketeer to shape the future of an incredible brand portfolio.

It is a very exciting time for you to join the team as we have set up our new vision to position Woodford Reserve alongside the greatest brands in our industry: To become a TOP 10 Valued Super-Premium Spirit Brand in the world. The journey has just started and there is still an incredible potential to unleash.

Meaningful Work From Day One

The Brand Manager Woodford Reserve and Old Forester is responsible for the development and execution of the full marketing mix which will contribute in driving the profitable growth for your brands. You will build the strategic plans of the brands and ensure best in class execution collaborating closely with the Head of North and South American Super Premium Spirit and internal stakeholders. This is a role which requires a strong ability to advocate & drive change, to build relationships across the organization and to collaborate effectively with regional and global teams.

What You Can Expect

● Lead the development of marketing objectives, strategies and resulting annual brand plan

○ Support and contribute to the overarching Emerging Brands portfolio strategy, both short and long term

○ Develop and lead annual brand plans for Woodford Reserve and Old Forester in collaboration with cross-functional teams

● Lead the development and implementation of excellent, consumer-centric marketing activities

○ Bring brand campaigns to life by working collaboratively with agency partners (Media, Experiential, PR) and internal stakeholders (Integrated Marketing Communications, Brand & Business Insights, Advocacy) to ensure seamless execution & strong consumer engagement for the brand activities

○ Work closely with the Integrated Marketing Communications team to drive our digital-first agenda; including best-in-class digital shelf, eCRM strategy & ongoing Test & Learn initiatives across digital channels

○ Work closely with the Trade Marketing team to develop trade activation plans across multiple channels

○ Be a brand guardian in ensuring the brands are creatively expressed in a super premium way and consistent with the Global Brand Guidelines across touchpoints

● Drive for results

○ Monitor brand performance constantly and determine corrective action where necessary in conjunction with Sales counterparts

○ Manage and track the A&P budgets for the brand including regular meetings with finance and budget owners to track spend

○ Spend time understand and analyze the dynamics of the market that has an effect on the business (competitive activity, market share and growth trends, key initiatives)

● Build Strategic Relationships & Partnerships

○ Work closely with key cross functional counterparts in the German organization, including: IMC team, Trade Marketing Supply Chain, Sales, Finance, Legal, Compliance

○ Initiate and maintain close, consistent communication with external agencies such as PR and Media agencies

○ Collaborate together with Business insights team to generate consumer, brand and business insights (and initiates new researches to further accelerate brand growth)

○ Cooperate and strategically influence European and Global Key Stakeholders and share best practice across markets.

○ Exchange and cooperate with other colleagues from Brand Marketing to ensure alignment across the portfolio

What You Bring to the Table

● Experience in Marketing in an international operating FMCG or lifestyle brand company

● Passion and love for consumer brand marketing

● Excellence in communication - Fluent in English speaking and writing; ideally German speaking and writing; actively listening to others

● Good German market knowledge (consumer, trade, media)

● Good knowledge level of marketing disciplines: Market analysis, strategy & marketing mix development, creative development, project management capabilities

● Business acumen & entrepreneurial thinking

● Good analytic and strategic understanding

What Makes You Unique

● Self-Starter and growth mindset with an ability to challenge the status quo

● Knowledge, passion or interest in Premium Spirits; Luxury Marketing background would be an asset

● On Trade and/or Specialist channels experience would be a plus

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.

We offer our employees individual and structured onboarding, a family-like working environment and flexible working hours, as well as a range of attractive additional benefits in the area of professional and private life.

At Brown-Forman Germany, you can expect:

  • An individual and structured on-boarding process

  • A familiar working atmosphere with motivated colleagues

  • Flexible working hours for a good balance between work and private life

  • Attractive additional benefits, e.g. family service, product allowance, JobRad, gym cooperation, company pension plan and, depending on the position, a company car for private use.

  • The opportunity to get involved in one of our Employee Resource Groups for topics that go beyond the actual job and give you the chance to gain new perspectives


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

Function: Marketing

City: Hamburg


Country: DEU

Req ID: JR-00007506