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Brown-Forman Senior Brand Manager - Single Malt Scotches & Slane Irish Whiskey (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:

Our Scotch Malt portfolio and Slane Irish Whisky are part of the Emerging Brands portfolio (EmBED). Brown-Forman has very high growth ambitions for this attractive portfolio as Brown-Forman wants to build a 2nd profitable pillar next to Jack Daniel´s.

Excellence and cutting edge marketing expertise is required in all disciplines and by all its team members to build and expand the brand equity. This position is responsible for the development and execution of the full marketing mix for Scotch Malts FOB and Slane Irish Whisky. 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 to contribute to the profitable growth development of Scotch Malts FOB and Slane Irish Whisky. 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 Scotch Malt portfolio and Slane Irish Whisky. Key function in this role encompasses:

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

  • Uncover root issues and opportunities (at brand and category 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 and IMC (Integrated Marketing communication) 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 leverage synergies within the Embed Portfolio and Jack Daniel´s Super Premium portfolio

  • Develop and manage the communication & media strategy in close collaboration with theIMC team and the Head of EmBED

  • 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

  • Contributes to strategic guidance for conjoint on- and off-trade programs such as Bar Fabric Germany, Bar Convent Berlin, Gifting strategy

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

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

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

  • Actively seeking insights into consumer, brand and business to help evolve Scotch Malts and Slane

  • Provide the business with a monthly 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.

4. 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 IMC team at local (and European level) for all communication 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.

  • Supports Head of EmBED in view of strategic influence of key stakeholders at local, European and global level (targeting to ensure that needs/requirements for successful brand activation in Germany are taken into account

  • 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

5. 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 or luxury brand company

  • 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

  • Business Acumen & entrepreneurial thinking

  • Good analytic and strategic understanding

  • Fluent in German and English

  • First People Leadership Experience would be a plus

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-00004337