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Brown-Forman IMC Manager - el Jimador in Louisville, Kentucky

" With a refreshed Global Tequila Strategy in place, big ambitions to gain our fair share in the fastest-growing category in spirits, a brand new global campaign launching for El Jimador in F23, and many more pivotal projects taking place, there has never been a more exciting time to join the Global Tequila Team."-Sr Global Brand Manager-Tequila Brands

Meaningful Work From Day One:

This role is to oversee Global Integrated Communications strategy for el Jimador globally as part of el Jimador Global Brand Team. The role is to guide Global Integrated Communications & Media strategy and also support IMC leaders and el Jimador marketers around the world in improving the processes and implementation of communications plans and evaluate results. This role demands a high degree of collaboration with the US IMC Director & US Brand team and other US&C stakeholders. Leveraging and applying the expertise of these groups and alignment of plans across the US&C portfolio is a key part of this role. The role will work closely with the Brown-Forman Global IMC Center of Excellence across communication disciplines including media, CRM, websites, search, communications analytics and content management. This role will have 1 direct report. It sets direction, communicating best practice and optimizing the overall communications process for el Jimador globally. Importantly this role is responsible for developing communications strategy but is also “hands on” when required to manage content, websites, CRM, social media and short term initiatives in collaboration with the Global IMC Specialist. Working in Partnership: The partnership between the el Jimador Global IMC group and Global Brand Management is key. The El Jimador Global Brand Director leads Creative Briefs, Agency briefings, idea evaluation and execution of the “Communications Big Idea” as well as agency collaboration. They are the final approvers of brand strategy, communications development and creative output.

What You Can Expect:

Works with the Global IMC CoE and Region Marketing Leadership and Market IMC teams to achieve excellence in the following areas:

el Jimador: Global Communications Excellence:

  • Is the point person on el Jimador communication globally.

  • In conjunction with the Brand Directors “Joins the dots” on el Jimador communication across media, social, on-line video, CRM, search, website, data and analytics, content and e-commerce.

  • Acts as a thought partner to the el Jimador marketing team on how best to formulate and communicate el Jimador communication strategy to reflect the strategic goals of building brand difference (Meaningful Difference) and relevance to buying motivations (Contextual relevance)

  • Thinks innovatively based on evidence and planned test and learn programs how to continually evolve el Jimador communication strategy in line with evolving media landscape and consumer behaviours.

  • Works closely with Global Brand Insights on understanding campaign effectiveness including brand tracker.

  • Responsible for understanding brand positioning, marketing strategy, and tone of voice to be supported in all marketing communications.

Content Management and Optimization:

  • Enables, in partnership with the Global Brand Team, the development of world class content via a globally-led, locally infused process.

  • Works closely with markets on content needs to understand what content is scalable and can be produced globally to increase efficiency and reduce creative development and agency fees at a market level.

  • Develops the global el Jimador Global Content Strategy and the JD Global Content Calendar

  • Manages el Jimador management (rights, BAR+, etc) to ensure world class and prioritised content that is easy to find and use globally.

  • Shares and communicates guidelines for global content calendar, timings and process.

  • Works with US IMC Director and CoE to ensure communications are aligned with digital and media compliance guidelines as well as inclusive and responsible marketing best practices.

Collaboration & Best Practice:

  • Shares learning & best practice on communications initiatives (media & content) across markets. Encourages cross-market communication and sharing.

  • Reviews implementation of el Jimador communications strategy in key markets in line with Global brand and Global IMC Center of Excellence guidelines.

  • Is the lead point of connection for The el Jimador Global Brand team with the Integrated Marketing Communications CoE.

  • Partners with CoE to build Global el Jimador team capability on Brand Communications and Media

Planning, Measurement & Optimization:

  • Supports markets in development of communications plans to deliver on brand strategy.

  • Partners with CoE on campaign measurement, evaluation and optimisation.

  • Partners with CoE to ensure the brand is leveraging new technologies and media platforms

  • Partners with key stakeholders including markets and finance and analytics to understand media investment progress and share of voice/ share of market data.

Stakeholder Management:

The el Jimador Global IMC role is an active participant in the overall B-F IMC 'community'. Critical stakeholders include:

  • The el Jimador Global Marketing Team are key stakeholders in turning brand strategy into communication strategy. The el Jimador Global Brand Directors lead Creative Briefs, Agency briefings, idea evaluation and execution of the “Communications Big Idea” as well as agency collaboration. They are the final approvers of brand strategy, communications development and creative output.

  • US IMC Director & US Brand Team to leverage and apply the expertise of these groups and alignment of plans across the US&C portfolio.

  • Brown-Forman IMC teams around the world are key contacts to set direction, share best practice, communicate new thinking and programs.

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

  • Global Media & Creative Agencies

What Exactly Are We Looking For?

Education: Undergraduate Degree or higher.


  • Demonstrable experience working across client and/ or agency side in media and marketing disciplines including management of multi-country communication plans.

  • Extensive Consumer brand experience in this field is a must for this role ideally in a fast moving consumer goods or luxury brand company (i.e. not a B2B environment).

  • Demonstrated strategic thinking across media, social, on-line video, CRM, search, web-site, data and analytics, content and e-commerce.

  • Strong overall knowledge of media and “hands on” experience in planning and buying.

  • Strong understanding of marketing principles and brand growth strategy.

  • Evidence of impactful Strategic thinking and complex project management within a communications environment.

What Sets You Apart:

Certifications: Broad based business education such as Business Degree or MBA.


  • Experience working across markets in communications for a multinational company.

  • Background living and working in different markets would be a plus (International career track).

  • Ideally the candidate will have a combination of client and agency experience or have experience in client management at the agency side.

  • A career track that has included brand management, insights or another core marketing discipline in addition to media or communications would be a strong plus.

  • Experience in working with large media and creative agencies..

What Makes You Unique:

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

Planning & Strategic Thinking: This role will require someone with the ability to think strategically and manage with the team complex and multi-stage projects across markets and functions.

Project Management: Excellent project management and team management skills are a must. This role will also require someone who is “hands on” in executing projects and meeting deadlines in line with required deliverables.

Creativity & Rigor: This role demands creative thinking and continually pushing to “test and learn” to improve performance. As well as a creative mindset this must be backed by rigor to set metrics, evaluate performance and share learning across Brown-Forman.

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: Global Marketing

City: Louisville

State: Kentucky

Country: USA

Req ID: JR-00003962