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Brown-Forman Senior Brand Manager, Jack Daniel’s Premix Longdrinks (m/f/d) in Hamburg, Germany

Who is Brown-Forman?

Premium quality since 1870

For more than 150 years, the Brown-Forman Corporation has enriched the lives of generations with high-quality alcoholic brands. On 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 the American Whiskeys Jack Daniel’s Tennessee Whiskey, Woodford Reserve and Old Forester, the Scotch whiskys Benriach and The GlenDronach as well as Slane Irish whiskey. Fords Gin, Finlandia Vodka, the tequilas El Jimador and Herradura and the Chambord liqueur round off the range. Around 5,200 employees worldwide look after the brands from Brown-Forman, which are sold in approximately 170 countries. The company, which has been family-controlled since 1870, is traded on the New York Stock Exchange and has been recognized as one of the "World's Most Ethical Companies©" 2022. Brown-Forman advocates for the responsible enjoyment of alcohol through global and local initiatives.

Further information:,

Meaningful Work From Day One:

The Jack Daniel´s brand is commercially the most important one for Brown-Forman globally as well as at local German level.

Excellence and cutting edge marketing expertise is required in all disciplines and by all its team members to further build and sustain the brand equity. This position is responsible for development and execution of the full marketing mix for Jack Daniel´s Premix-Longdrinks (PMLD) as well as partially responsible for developing the German innovation pipeline and corresponding product propositions. The incumbent is expected to drive change, collaborate with brand and functional team members in order to achieve the most effective long-term franchise, to build brand equity and contribute to the profitable growth development of Jack Daniel’s. This position will be responsible for a Junior Brand Manager.

What You Can Expect?

The role encompasses the responsibility for the full local marketing mix development for Jack Daniel’s Premix-Longdrinks. Key function in this role encompasses:

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

  • Uncover root issues and opportunities (at brand, category and consumer level) via leading brand and category audits (incl. but not limited to financials, market/brand/consumer data and insights, equity, review of previous strategies, ROI of previous initiatives and external/competitive reviews).

  • Understand and build in learning from other departments, such as channel and customer learning

  • Develop crisp (clear, results orientated, insightful, strategically aligned and prioritized) objectives and strategies

  • Develop and gain agreement to annual targets

  • Work closely together with Trade Marketing to ensure that the brand marketing objectives and strategies are fully understood and the right tools are being developed to answer the objectives

  • Develop and gain agreement on marketing activity schedules cascading from the strategies

  • Influence key stakeholders at local, European and global level to ensure that German needs are being taken into account in European and Global development.

2. Lead the development and implementation of excellent, consumer-centric marketing activities - on time, in full

  • Develop cost effective annual activity plans to execute the strategies and objectives agreed

  • Exploit closeness to Jack Daniel’s Tennessee Whiskey to come up with best possible support for JD PMLD.

  • Develop and manage the communication & media strategy in close collaboration with the Senior Brand Manager JDTW

  • Lead execution of the marketing activity plan to ensure excellence in delivery. Including but not exclusively: digital marketing, Social Media, ATL, PR, consumer events, sponsorship etc.

  • Lead cross functional teams to ensure successful execution of annual marketing plans and constantly review and evaluate the success of marketing activities

  • Closely work together with Trade Marketing to ensure that the market leader position is translated at the POS

  • Manage P&L of JD PMLDs and ensure that A&P budget spend is effectively spent and drives in delivering on our commercial objectives.

3. Develop, drive and lead PMLD innovation pipeline: currently anchored in the Jack Daniel’s brand, but with an extension into other BF-brands in the future

  • Develop compelling innovation concepts based on consumer insights and in depth-market and category analysis

  • Test and learn to optimize the mix

  • Co-lead innovation management with the global PMLD brand team

  • Be in the full driver seat to manage the international stakeholders to deliver the projects in time in full.

4. Constantly review brand health and performance of activities and lead their ongoing improvement

  • Actively seeking insights into consumer, brand and business to help evolve the brand

  • Provide the business with a quarterly point of view of business performance and indicated actions. Incl. market development & competitive activity, market share and growth trends, key initiatives, and return on marketing investment.

5. Cooperates closely with colleagues at local, European and Global level across functions and work levels

  • Closely works together with market research to generate consumer, brand and business insights (and initiates new researches to further accelerate brand growth)

  • Cooperates closely with the entire Jack Daniel’s marketing team to ensure alignment and maximise synergies across the JD Trademark

  • Cooperates closely with the IMC team at local (and European level) for all Social Media related tasks and themes as well as with the local e-commerce team (both in Sales and in Marketing)

  • Cooperates closely with Trade Marketing to ensure that the brand strategy is translated perfectly into the channel & customer strategies

  • Cooperates closely together with Trade Marketing to ensure that the activity plans at POS are fully aligned.

  • Cooperates together with Accounting, Controlling, Purchasing and Supply Chain at local level in all relevant aspects

  • Cooperates and strategically influences European and Global Key Stakeholders (Marketing, BBI, legal,…) and shares best practice across markets

  • Exchanges and cooperates with other colleagues from Brand Marketing to ensure alignment across the portfolio

  • Works closely with external agency partners on local and global level to adapt global content and develop strong local campaigns: creatives, media, social and PR agencies

6. People Management

  • Lead, coach and develop a Junior Brand Manager

  • Set targets and keep track of execution

  • Discuss and align development plans

What You Bring to the Table?

  • BA or comparable work experience

  • Significant experience in Marketing in an International operating FMCG company, preferably spirits and/or highly innovative food/drinks categories

  • Fluent English and German (on level of near native)

  • Good German market knowledge (retail, consumer, trade, media)

  • Very good knowledge level of marketing disciplines: Market analysis, strategy & marketing mix development incl. communication & media, consumer insights and research, creative development (digital and experiential), strong project management capabilities

  • Product concept development and innovation development experience

  • First People Leadership Experience would be a plus

  • Business acumen & entrepreneurial thinking

  • Good analytic and strategic understanding

Nothing Better in the Market

Total Rewards at Brown-Forman is designed to offer our people a Premium Experience to ensure our sustainable and profitable growth for generations to come. As a premium spirits company, we offer equitable pay & bonus based on individual and company performance. We offer a range of benefits that reflect company values and meet the needs of our diverse workforce.

At Brown-Forman Germany, some highlights of the competitive benefits are flexible working options for a better work-life balance, family service, product allowance, gym cooperation, JobRad, company pension as well as the opportunity to get involved in one of our employee resource groups on topics that go beyond your actual job and broaden your horizons.


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: Hamburg


Country: DEU

Req ID: JR-00004267