Director Global Insights
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.
“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.
You will make a difference by (and be challenged by)
Leads the Global Insights Function
Sets Global Insights Standards
Builds Business Partnerships
Defines the Future
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 You Can Add to the Team
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 Makes You Unique
Certifications: 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.
This job opportunity is eligible for remote work
Business Area: Global Marketing
Req ID: JR-00002255