The Advocacy Director is responsible for development and implementation of strategic advocacy plans, building relationships with key industry stakeholders, and driving initiatives to influence brand perception amongst the on-trade. This role is responsible for talent recruitment and development. Supporting the US with a focus on the Jack Daniel's trademark, the role will increase the physical availability of our brands in the on-premise as well as increasing their mental availability amongst internal colleagues, distributor partners, consumers, and the global bartending network. The role is highly networked with Global and US&C Advocacy teams and expected to influence across Marketing, Advocacy, and Commercial functions. This is a strategic as well as entrepreneurial role that carries the responsibility of growing and accelerating brands.
What You Can Expect
- Lead development of Advocacy strategy for Jack Daniel's, Woodford Reserve, and Herradura, identifying current and future needs for consumers, on-trade, and retail advocacy across the U.S.
- Lead development of content and tools to increase impact, consistency, and efficiency of brand trainings done internally and externally.
- Lead recruitment and development of a team of brand ambassadors, through optimization and alignment of Ways of Working, including structure, Onboarding, Training, and Development.
- Develop and connect a vibrant and influential Brand Advocacy community.
- Partner with Europe and Emerging International Advocacy Council to promote agility via best practice sharing, compelling content creation & continued evolution of the Advocacy discipline.
- Support hiring of Brown-Forman/Agency Brand Ambassador and Trade Advocate candidates as needed.
- Plan, recommend & manage the Advocacy budget and how/where to apply resources as part of resource planning, overseeing development of investment for influence in key markets.
- Build consistent metrics around advocacy effectiveness and impact to better understand 'Advocacy ROI.'
- Lead/enable (as appropriate) strategic planning of key Advocacy campaigns.
- Oversee development of 'Key City' on-premise segmentation and target account lists in priority markets, including international 'Advocacy' groups.
- Lead advocacy trend spotting and insight, keeping abreast of emerging trends, technologies, and influencers (consumer and trade) and work with teams to identify strategies and action plans.
- Lead development of new ways of working and doing Advocacy, including the application of digital to Advocacy development to broaden mental and physical availability.
- Co-lead/advise (as appropriate) planning of key Advocacy trade fairs and evaluation of programming.
- Represent Brown Forman as Advocacy Leader at key, high profile trade events in markets.
- Budget Management: Manage the trade marketing budget effectively, ensuring optimal allocation of resources to maximize ROI. Monitor expenses, track performance metrics, and provide regular updates on budget utilization.
- Strong understanding of trade channels, retail dynamics, and shopper behavior.
What You Bring to the Table
- 7-10 years relevant experience working in the drinks, hospitality, or luxury goods environment with at least 5+ years' experience in trade advocacy in a multi-national spirit/wine/beer company with matrix organization.
- Strong written and spoken presentation skills.
- Exceptional communication and interpersonal skills, with the ability to collaborate effectively with key stakeholders from multiple business units and at all levels of the organization.
- Excellent problem-solving skills and analytical abilities, with a data-driven approach to decision-making.
- People management and development experience.
- Strong Commercial acumen and understanding.
- Strong Marketing acumen and capabilities.
- Understanding of digital marketing.
- Analytical and strategic thinking.
- Strong collaboration, influencing, and organization skills.
Who We Are
We believe great people build great brands. And we know there is Nothing Better in the Market than a career at Brown-Forman. Being a part of Brown-Forman means you will grow both personally and professionally. You will have the opportunity to solve problems, seize opportunities, and generate bold ideas. You will belong to a place where teamwork matters and where you are encouraged to bring your best self to work.
What We Offer
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 equitable pay structures for individual and company performance alongside a premium employee experience. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.
Pay
The range of pay for the role is: $161,670 - $201,900 per year + Bonus. NOTE: Base salary range depends on a combination of job-related factors to include candidate skills, experience, and internal equity.