Director Global e-Commerce

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.

“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

  • Stakeholder Management:

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

City: London


Country: GBR

Req ID: JR-00002251