Director Global e-Commerce
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.
“In the rapidly growing e-commerce channel this role defines Global standards and priorities for e-commerce growth around the world ” - SVP, Integrated Marketing Communications, Capabilities & Design.
Meaningful Work From Day One
The Global e-commerce role is a part 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 is a subject matter expert on e-commerce for Integrated Marketing Communications (IMC) Leaders and Marketing leaders around the world.
It is the global thought leader for Brown-Forman on the topic of e-commerce and drives thinking on linking e-commerce across all IMC channels and disciplines specifically: media, search, CRM, websites, content and digital analytics.
In conjunction with the Director of Global Digital Performance in the IMC Center of Excellence this role defines metrics and best practice in e-commerce analytics and builds an ongoing culture of learning and optimization.
This role is to define best in class global thinking for the role of e-commerce and to maximize the value of the e-commerce channels across Brown-Forman.
We are initiating in some markets (where legally allowed) direct e-commerce sales from our distilleries. For this reason the Global e-com and Homeplace Media Manager reports to this role to support overall e-commerce initiatives and to support visitor media planning across our homeplaces in the US, Mexico, Scotland and Ireland.
The principle e-commerce channel for our products is via retailer key accounts (Supermarkets and Liquor Stores) but also through specialist on-line retailers such as Amazon, Drizzly and Reserve bar. In the case of on-line distillery e-commerce we are selling products direct to the consumer via e-commerce.
This role supports our Integrated Marketing Communications groups around the world but also acts as subject matter expert for our key account and sales teams.
You will make a difference by (and be challenged by)
Global Subject Matter Expert on e-commerce
Provides consultancy & support for market based IMC, Marketing & Sales teams
Common e-commerce metrics and reporting
Sets Guidelines & best practice for Key Global e-commerce Relationships
Global IMC Center of Excellence: This role works closely as part of this team to provide joined up guidance across media, e-commerce, inbound, content and performance analytics,
Global Brand & Market IMC & sales teams: Provides subject matter expertise and guidance to these teams as well as setting global process & standards. Consults on e-commerce topics and where necessary reviews plans and problem solves.
Media AOR & External Partners: Works to maximize our relationships and seek additional value from these relationships for e-commerce.
External Industry Bodies: Represents and evolves Brown-Forman thinking based on knowledge and best in class e-commerce practice from competitors and e-commerce industry.
What You Can Add to the Team
15+ years working client and/ or agency side in media and marketing disciplines including management of multi-country e-commerce plans.
Extensive knowledge and experience in e-commerce is a must for this role gained at an international FMCG company, an agency, an e-commerce company.
Demonstrated strategic thinking across media, social, on-line video, CRM, search, web-site, data and analytics, content and e-commerce.
Significant overall knowledge of e-commerce and “hands on” experience in running e-commerce programs.
Strong understanding of marketing principles and brand growth strategy.
Evidence of impactful Strategic thinking and complex project management within an e-commerce / communications environment.
Experience in working with large media and creative agencies across markets.
What Makes You Unique
Experience working across markets in e-commerce / consumer communications for an international company.
Background living and working in different markets (International career track).
Ideally a candidate will have a combination of client and agency / e-commerce experience or have extensive experience in e-commerce management at the agency side.
A career track that has included brand management, insights, communications or another core marketing discipline in addition to e-commerce would be a strong plus.
Managing a team of direct and indirect reports.
This job opportunity is eligible for remote work
Business Area: Global Marketing
Req ID: JR-00002251