Director Global IMC Performance

Brown-Forman London a month ago

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 community 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.

“If you are an expert in communication and digital performance metrics this new role provides a unique opportunity to build the future of communications at a Global company with iconic brands” - SVP, Integrated Marketing Communications, Capabilities & Design.

Meaningful Work From Day One

  • The Global IMCl Performance Director role is a key member of the Global Integrated Marketing Communications Center of Excellence (CoE) team.

  • The Integrated Marketing Communications Team includes Director level positions in Media Strategy, Inbound Marketing, e-commerce and Digital Performance.

  • This role functions as a subject matter expert on digital performance for Integrated Marketing Communications (IMC) Leaders and Marketing leaders around the world.

  • It is a global thought leader for Brown-Forman on the topic of digital performance and drives evidence based thinking on optimizing performance across all Integrated Communications Channels. Specifically: Media, Inbound Marketing, e-commerce and content.

  • This role demands strong knowledge of “MarTech” / “Ad Tech”, data suppliers, analytical process and performance reporting.

  • This role “sets the standard” for digital analytics for Brown-Forman and enables optimization across the communication mix. It also acts as a “gatekeeper” to make sure we are not buying ad hoc or inconsistent data and tools around the world.

  • Key to this role is specifying and building our Ad tech / Mar Tech infrastructure in a consistent way around the world. There is a significant budget allocated to do this over the next few years.

  • Works closely with IT and Brown-Forman analytics groups to make sure we are maximising the selection the use of digital performance data sources and platforms globally.

  • Manages Digital Intelligence Director who has strong analytical skills and is our current internal subject matter expert on the social listening platforms which we already purchase.

You will make a difference by (and be challenged by)

  • Build a Data structure that allows us to optimize IMC performance

  • Champions and Empowers Digital Performance Analytics across the organization

  • Provides consultancy & support for market based teams

  • Stakeholder Management

Global IMC Center of Excellence: This role works closely as part of this team to provide joined up thinking on digital performance analytics across media, e-commerce, inbound (search, CRM, Websites) and content.

Global Brand & Market IMC Teams: Provides subject matter expertise and guidance to these teams as well as setting global process & standards. Consults on digital performance topics and where necessary reviews plans and problem solves.

Media Owners & External Partners: Works to maximize our relationships and seek additional value from these relationships. Identifies new external partners where needed to enhance our capabilities.

Brown-Forman IT & Analytics Group: Leverages internal Brown-Forman expertise on data and systems to integrate digital performance data into current platforms and capabilities (e..g Cloudera and Tableau)

To thrive in this job, here’s what you should bring:

  • Experience specifying, developing, managing and applying “ad tech” infrastructure across markets or large organizations is a must for this role.

  • Evidence of applying strong data and analytical process and skills is a must for this role.

  • 15+ years working client and/ or agency side in media and marketing disciplines including management of multi-country communication plans / performance analytics, .

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

  • Significant overall knowledge of media and ad tech suppliers and analytical techniques.

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

  • Experience in working with large media and creative agencies and data suppliers across markets.

What Makes You Unique:

  • Qualification in data science or analytics / Broad based business education such as Business Degree or MBA.

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

  • Background living and working in different markets (International career track).

  • Ideally the candidate will have a combination of client and agency experience or have extensive 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 / communications is a strong plus.

  • Consumer brand experience in digital performance management Ideally in a fast moving consumer goods or luxury brand company.

  • Strong understanding of marketing principles and brand growth strategy.

  • Managing a team of direct and indirect reports.

This job opportunity is eligible for remote work


Business Area: Global Marketing

City: London


Country: GBR

Req ID: JR-00002254