Meaningful Work From Day One
The National Marketing Manager, Canada position is responsible for the development and implementation of marketing strategy and provides marketing leadership for Canada. Working closely with the USA, global & Canada marketing teams, this individual is responsible for the long term marketing strategy for Canada (including prioritization, brand and portfolio development, category analysis and consumer insights). Serves as the Canadian business unit lead for all aspects of brand, trade and field marketing. Leads the Canada marketing team (Jack Daniel's Sr. Brand Manager, BF Brands Manager, Trade Marketing Manager).
The primary objective of this position is to accelerate brand volume and value share growth where significant geographic, consumer and portfolio opportunities exist. This position leads the development, localization, implementation and evaluation of local brand consumer activation programs and plans to maximize growth, profitability and brand equity, consistent with the national brand strategy.
What You Can Expect
Building Strong Consumer Franchises
Key member of Canada Senior Leadership team.
Lead collaboration with global brand teams to support Canada marketing and consumer opportunities.
Develop Canada-specific robust marketing strategies and programs for both short and long-term profitability based on compelling insights and strong business analysis.
Lead the development, localization, implementation, execution and evaluation of Canadian brand and business plans to maximize growth, profitability and brand equity consistent with global brand strategy. This includes collaboration with Canadian Commercial and Operation teams as well as Brand Directors and broker marketing teams.
Evaluate and recommend current and future opportunities in Canada.
Serve as the primary collection point for generating consumer and competitive intelligence for Canada and communicate back to the brand. Represent Canada at USA & Canada brand strategy & ideation meetings.
Collaborates on national reviews and general business presentations.
Winning at the Point of Sale
Work closely with the Marketing team, Broker Field teams, and Activation Managers to ensure best in class implementation in the On and Off Trade.
Provide brand planning and leadership for the field by ensuring that the appropriate brand strategies, structures, systems, competencies and values are developed to meet the goals of the marketing plan and the sales goals of the organization and regions.
Lead the agency marketing team in the development and implementation of all Canadian POS and creative. Ensure timely delivery and execution of all promotional material. Lead implementation of consumer advertising in Canada.
Champion to the field for the brands and champion to the brands for the field. Primary marketing contact for broker sales and B-F marketing teams.Works to encompass strategic brand leadership, resource allocation and brand equity. Acts as a brand champion.
Drives ?Focused? execution for the sales team. Leads the development and evaluation of local brand/channel plans and merchandising/promotional standards.
Collaborates with multiple internal contacts to develop and execute effective brand building plans for the Country.
Develop and lead brand presentations to key industry stakeholders (key accounts and liquor board category managers).
Communicate with the Canada Country Manager and B-F management team on an ongoing basis to ensure that regional marketing strategies are understood and supportive of provincial brand and portfolio strategies.
Developing and Engaging Exceptional People
Lead a team of 3 Brown-Forman team members. Support them in partnering with Broker and/or Agency Leadership to manage a team of advocacy managers.
Partner with Broker Leadership to manage key marketing and trade marketing broker personnel, including Digital Specialists, a PR Manager and various Trade Development personnel.
Allocate Resources Superbly
Define and manage Canada marketing budgets, metrics and KPIs.
Analyze financial and business performance to ensure brand objectives are met.
Jointly accountable for the plan and profit delivery of BF brands in Canada.
Being Responsible in Everything We Do
Education and Implementation of BF policies of responsibility, particularly around Marketing practices.
Make decisions and take actions that drive social and responsible marketing
We Are Looking For People Who
University/college degree in business, marketing or related area (preferred) and 5-7 years in field marketing management (preferably alcohol beverage or CPG industry); or education/experience equivalent
Demonstrated experience in developing, executing and managing brand plans
Strong understanding of the changing face of Canada and experience with multicultural marketing
Experience working with and managing outside agencies (POS development, PR, Events, Advertising)
Excellent presentation, communication, interpersonal & organizational skills. Demonstrated ability to develop and maintain effective working relationships with all members of extended brand teams.
Self-motivated and ability to motivate others.
Ability to effectively prioritize and execute tasks in a high-pressure environment.
Demonstrated ability to create, control, and maintain financial and/or business analyses, including budgets. Sound financial skills including experience in building and managing a budget.
Excellent strategic and tactical skills; demonstrated ability to implement and adapt national programs to the field.
Computer literate with word processing programs such as Google Docs, Word, Excel and PowerPoint
Willingness to travel 35-50%, and ability to work nights and weekends as required.
What Sets You Apart
Spirits/ Beverage Alcohol industry experience
Nothing Better in the Market
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 premium and equitable pay. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce. We are dedicated to creating a responsible drinking culture, providing a safe, inclusive, and engaging workplace, protecting the environment, and making a positive contribution to our communities.
Brown-Forman Corporation is committed to equality of opportunity in all aspects of employment. It is the policy of Brown-Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.
Business Area: USA & Canada
Req ID: JR-00002719