Brown-Forman Integrated Marketing Communications Manager - China in Shanghai, China
With the accelerated expansion of the digital economy and as the lines between the physical and digital worlds continue to merge, Brown-Forman has created a new global business unit called Integrated Marketing Communications (IMC). This new way of working will:
Better integrate how we connect and engage with consumers across all forms of media
Grow our e-commerce capability to ensure our brands can be purchased in the time, place, and manner most convenient for our consumers
Fully optimize our brand assets to have the highest impact on consumers across platforms we own (such as websites) and those we do not (such as social media)
Leverage more relevant and timely data to rapidly and continuously adapt our approach to marketing and selling
The Brown-Forman Integrated Marketing Communications Center for Excellence will manage platforms, processes, and best practices, and ensure a linked “ecosystem” across the global IMC community. This new team represents our commitment to digital and e-commerce transformation and will be a growth driver for our brands for generations to come.
Meaningful work from day one
This role will work with the China Marketing Manager & Brand Teams in developing and executing the Integrated Marketing Communications strategy for China. You will also co-develop with the brand leaders for China Brand communication strategy and also support the China marketing team in improving the processes and implementation of communications plans and evaluating results.
This role will work across communication disciplines including media, websites, search, e-commerce, communications analytics and content management. You will set the direction, communicating best practice and optimizing the overall communications planning process for China.
Importantly, this position is also hands on when required to manage content, websites, social media and e-commerce initiatives in collaboration with the China marketing & sales teams.
You will also partner with the China IMC group and China Brand Management team to lead creative briefs, agency briefings, idea evaluation as well as overall agency collaboration.
What you will experience
China Communications Excellence:
Be the SME on Integrated Marketing Communications for China.
Work closely with the China Marketing Manager and brand teams to “Joins the dots” in China across communication disciplines including media, social, on-line video, live streaming, search, website, data and analytics, content and e-commerce across the consumer and shopper journey.
Acts as a thought partner to the China marketing team on how best to formulate and communicate brand and portfolio communication strategy to reflect the strategic goals of building brand difference (Meaningful Difference) and relevance to buying motivations (Contextual relevance).
Works with the team to manage, update and leverage China “owned” platforms (where needed) such as web-sites, social media and CRM databases.
Responsible for understanding brand positioning, marketing strategy, and tone of voice to be supported in all marketing communications.
Thinks innovatively and plans to continually evolve China communication strategy in line with evolving media landscape and consumer behaviours.
Works closely with Insights on understanding campaign effectiveness including brand tracker (where available).
Works closely with the Global IMC Center of Excellence on implementation of the overall China Integrated Marketing Communications planning process.
Supports Brand marketing & key account sales teams in development of China Brand communication and e-commerce plans to deliver on brand strategy.
Partners with CoE to ensure the brand is leveraging new technologies and media platforms
Partners with key stakeholders including finance and analytics to understand media investment progress and share of voice/ share of market data.
Campaign Measurement & Optimization
Partners with CoE on campaign measurement, evaluation and optimisation. Building understanding of data, tools and metrics for campaign evaluation.
Thorough understanding of the global CoE process for setting pre and post performance metrics for IMC campaigns.
Optimizes both pre and post campaign evaluation and dynamic optimization within campaigns.
Ensures a robust “test and learn” plan across the portfolio to continually improve our understanding of the best channel and content to drive the best results relative to brand strategy & campaign objectives.
Content Management and Optimization:
Implements and where necessary adapts global Content Strategy and the Global Content Calendar in collaboration with marketing & sales teams..
Works closely with China stakeholders across brand and e-commerce programs leveraging global content as much as possible to increase efficiency and reduce creative development and agency feesl.
Shares and communicates China global and market content assets, guidelines for content calendar, timings and process.
Works with China Brand Teams & Global IMC CoE to ensure communications are aligned with digital and media compliance guidelines as well as inclusive and responsible marketing best practices.
Shares learning & best practice on communications initiatives (media & content) across global, market and region.
Partners with Global CoE and “B-F Way of Marketing” team to build China team capability on Brand Communications and IMC disciplines across the China organization.
You will be an active participant in the overall B-F IMC community globally.
You will work alongside stakeholders including the China Marketing team, Key Account & Sales teams, media & creative agencies
8+ years working client and/ or agency side in media and marketing disciplines.
Significant experience working across the China media landscape and strong knowledge of China media channels.
Significant ‘hands on” media planning and buying experience gained either at client or agency or ideally both.
Managing communications budgets
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, search, website, data and analytics, content and e-commerce.
Strong understanding of marketing principles and brand growth strategy.
Evidence of impactful Strategic thinking and complex project management within a communications environment.
Experience managing media agency teams including media briefing and managing significant agency projects.
Education: Masters Degree (M.A., MBA or Equivalent); Broad based business education such as Business Degree or MBA.
People management experience in previous or current positions
What you can add to the team
Communication: Excellent verbal and written communication style to communicate with all levels of management..
Collaborative: Collaboration and trust are critical attributes in driving impactful discussions between non-direct reports.
Planning & Strategic Thinking: Ability to think strategically and manage with the team complex and multi-stage projects across brands and functions. Excellent project management and team management skills are a must.
Creativity & Rigor: Creative thinking and continually push to improve performance. Your creative mindset must be backed by rigor to set metrics, evaluate performance and share learning across Brown-Forman.
Passion for Diversity and Inclusion: 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: Emerging International Division
Req ID: JR-00002305