Brown-Forman Director Global Insights in Louisville, Kentucky
“A unique opportunity to lead a highly talented global insights team of 40 to help define our future through insights and answer the most important questions for our business - SVP, Integrated Marketing Communications, Capabilities & Design.
Meaningful Work From Day One
Leads the Global Insights function at Brown-Forman. Overall a team of over 40 insights professionals around the world.
Works loosely with the SVP, Global Director: Integrated Marketing Communications, Capabilities & Design and Senior Global and region marketing leaders to set the “Global Insights Agenda”.
The Global Insights agenda reflects the most important questions for the business to answer at a global and region level. These may include understanding brand performance, portfolio growth strategy, exploring the potential of new categories and brands and “test and learn” opportunities or evaluation of different parts of the marketing mix.
Insights plays a unique role at Brown-Forman bringing together data and analysis from consumer, shopper, retailers and channels and categories and brands to help discover business growth opportunities and understand barriers to growth short and long term.
The Global Insights Director also guides global protocols for how we track consumer attitudes to brands (Global Brand Tracker), how we measure overall performance (Libra Dashboard).
The Global Insights Director is also responsible for setting Global Brown-Forman standards on research methodology such as communications testing, communication campaign evaluation and other key insights protocols across brands and markets.
This Global Insights Director works across the insights function to establish priorities and build Insights team collaboration and best practice globally.
This role reviews with the team internal and external data sources and partnerships for their contribution to the business and identifies redundancy and gaps.
What You Can Expect:
Leads the Global Insights Function:
In conjunction with the Insights Leadership team and key marketing leaders sets the global insights agenda identifying priority projects at a global, regional and market level.
Develops global tools and platforms that support the insights organization and puts the most important insights information in the hands of insights professionals and marketing and sales teams around the world.
Works closely with analytics and IT on developing global insights platforms.
Encourages a culture of collaboration, best practice sharing and shared mission across the Global Insights team.
Sets Global Insights Standards:
With the Insights Team and external partners sets global protocols for commonly used insights processes.
Defines global qualitative and quantitative partnerships to drive the value and efficiency of insights.
Identifies knowledge gaps and with the insights team selects best solutions.
Builds Business Partnerships:
Works with the Insights Team and brand leaders to define the highest business value for insights relative to company and brand growth agenda.
Leverages the “Brown-Forman Way of Brand Building” and the “Brown Forman Brand Growth Framework” as a foundation for driving brand growth thinking.
Maximizes Insights and Marketing talent to work cross-functionally on key business issues that define global thinking and strategy.
Ensures that Insights balances strategic thinking and short term business needs.
Is flexible to evolving priorities of the business and where necessary forms cross-region and cross-functional teams to address key business issues.
Understands business growth priorities at a geographic, portfolio and brand level.
Educates and trains marketing and sales teams in insights briefs and use of insights platforms and tools.
Represents and advocates for the Insights function across the organization.
Defines the Future:
Understands consumer, shopper and category trends to identify future growth potential for the business.
Incorporates new sources of data and insight such as on-line behavioral and digital data in conjunction with Global Integrated Communications Center of Excellence.
Considers evolving business needs relative to the roles, structure and capability needs of the global insights team.
Stakeholder Management: Key stakeholders for this role include:
SVP, Global Director: Integrated Marketing Communications, Capabilities & Design is the direct manager for this role and oversees insights connections to a group of related disciplines including Integrated Marketing Communications, Marketing Capability, Creative Development, Design, Homeplaces, Licensing, point of sale and brand growth strategy.
Global Insights Leadership Team: Defines with the leadership team the global insights agenda, facilitates best practice sharing, deploys insights resources against the highest growth priorities of the business.
Global & Regional Marketing Leadership: Stays close to key marketing leaders around the world to understand growth priorities and maximize current and future role of insights.
External Partners: Leverages our external partners in insights, as well as our media and creative agencies and other partners to bring best external thinking and insights best practice into Brown-Forman.
What Exactly Are We Looking For?
Undergraduate Degree or higher
15+ years working client and/ or agency side in an Insights organization.
Strong expertise in quantitative and qualitative research methodology.
Experience working with key external insights agencies and suppliers. Strong working knowledge of key sources of insights data.
Experience leading and managing a large international Insights team.
Experience working across markets for a multinational company.
Demonstrated track record of strategic thinking across insights disciplines to drive growth in a consumer facing brand environment.
Strong understanding of marketing principles and brand growth strategy.
What Sets You Apart:
Broad based business education such as Business Degree or MBA.
International career track living and working in different markets.
A strong plus would be some experience working in a related discipline outside the insights field such as brand management or consumer communications.
Experience in conducting capability training programs in marketing, communications or media disciplines.
Competencies for Success:
Planning & Strategic Thinking: This role considers the needs of brands and markets and orientates the Global Insights organization to areas with the greatest growth impact on the business. This requires high level capability in bringing together inputs from internal stakeholders and external sources.
Curiosity: Personal passion for the Insights discipline and a constant curiosity to know more. Constantly considering how to evolve the role of insights and drive a culture of optimization and test and learn across brands and markets.
Creativity & Rigor: This role demands creative thinking in how to develop and deliver a compelling value proposition for insights. As well as a creative mindset this must be backed by rigor to ensure we are developing evidence based solutions to key business challenges.
Communication: Must have exceptional verbal and written communication style to communicate with all levels of management and with all international markets.
Collaborative: In many cases this role will be about influencing non-direct reports. Collaboration and trust are key qualities to maximize the impact of this role.
People Management: Understand how to get the best from individuals and a team. Is respectful and has a passion for diversity and inclusion. Forwards the development and careers of members of the team.
Nothing Better in the Market:
Total Rewards at Brown-Forman is designed to engage our people to ensure sustainable and profitable growth for generations to come. As a premium spirits company, we offer premium and equitable pay. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce. We are dedicated to creating a responsible drinking culture, providing a safe, inclusive, and engaging workplace, protecting the environment, and making a positive contribution to our communities.
Locations considered for this opening:
B-F Headquarters office in Louisville, KY
B-F Regional office in Atlanta, GA, Dallas, TX, Irvine, CA
Locations across the US for a remote work from home set-up
*B-F can employ a remote worker in the majority of the states in the US, however if you are located in one of the following states, relocation would be required. VT, RI, CT, NJ, DE, WI, MN, ND, SD, NE, KS, OK, LA, MS, NM, AZ, UT, OR, AK, HI
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: Global Marketing
Req ID: JR-00002250