The Advocacy Director is responsible for development and implementation of strategic advocacy plans, building relationships with key industry stakeholders, and driving initiatives to influence brand perception amongst the on-trade. This role is responsible for talent recruitment and development.

Supporting the US with a focus on the Jack Daniel’s trademark the role will increase the physical availability of our brands in the on-premise as well as increasing their mental availability amongst internal colleagues, distributor partners, consumers and the global bartending network.

The role is highly networked with Global and US&C Advocacy teams and expected to influence across Marketing, Advocacy and Commercial functions. This is a strategic as well as entrepreneurial role that carries the responsibility of growing and accelerating brands.

What You Can Expect

  • Lead development of Advocacy strategy for Jack Daniel’s, Woodford Reserve and Herradura Identifying current and future needs for consumers, on-trade and retail advocacy across the US.
  • Lead development of content and tools to increase impact, consistency and efficiency of brand trainings done internally and externally.
  • Lead recruitment and development of a team of brand ambassadors, through optimisation and alignment of Ways of Working, including structure, Onboarding, Training and Development.
  • Develop and connect a vibrant and influential Brand Advocacy community
  • Partner with Europe and EI Advocacy Council to promote agility via best practice sharing, compelling content creation & continued evolution of the Advocacy discipline
  • Support hiring of B-F/Agency Brand Ambassador and Trade Advocate candidates as needed
  • Plan, recommend & manage the Advocacy budget and how/where to apply resources as part of resource planning, overseeing development of investment for influence in key markets
  • Build consistent metrics around advocacy effectiveness and impact to better understand “Advocacy ROI”
  • Lead/enable (as appropriate) strategic planning of key Advocacy campaigns
  • Oversee development of “Key City” on premise segmentation and target account lists in priority markets, including international “Advocacy” groups
  • Lead advocacy trend spotting and insight, keeping abreast of emerging trends, technologies and influencers (consumer and trade) and work with teams to identify strategies and action plans
  • Lead development of new ways of working and doing Advocacy, including the application of digital to Advocacy development to broaden mental and physical availability
  • Co-lead/advise (as appropriate) planning of key Advocacy trade fairs and evaluation of programming
  • Represent Brown Forman as Advocacy Leader at key, high profile trade events in markets
  • Budget Management: Manage the trade marketing budget effectively, ensuring optimal allocation of resources to maximize ROI. Monitor expenses, track performance metrics, and provide regular updates on budget utilization
  • Strong understanding of trade channels, retail dynamics, and shopper behavior.

What You Bring To The Table

  • 7-10 years relevant experience working in the drinks, hospitality or luxury goods environment
  • At least 5+ years’ experience in trade advocacy in a multi-national spirit/wine/beer company with matrix organization
  • Strong written and spoken presentation skills
  • Exceptional communication and interpersonal skills, with the ability to collaborate effectively with key stakeholders from multiple business units and at all levels of the organization
  • Excellent problem-solving skills and analytical abilities, with a data-driven approach to decision-making
  • People management and development experience
  • Strong Commercial acumen and understanding
  • Strong Marketing acumen and capabilities
  • Understanding of digital marketing
  • Analytical and strategic thinking
  • Strong collaboration, influencing and organization skills

Who We Are

We believe great people build great brands. And we know there is Nothing Better in the Market than a career at Brown-Forman. Being a part of Brown-Forman means you will grow both personally and professionally. You will have the opportunity to solve problems, seize opportunities, and generate bold ideas. You will belong to a place where teamwork matters and where you are encouraged to bring your best self to work.

Many Spirits, One Brown‑Forman- We believe that an inclusive culture, one that values the diversity and unique perspective of each individual, allows us each to bring our best self to work and leads to greater teamwork, creativity, and trust.

Cultivating a Caring Culture- We know that our strong culture is one of the many reasons people love working at Brown‑Forman.

Nothing Better- At Brown‑Forman, we craft products known for bringing people together. Our employees have made us what we are today and are the reason for our success. Do not just take our word for it. Brown‑Forman is consistently recognized as a Great Place to Work® in countries around the world.

What We Offer

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 equitable pay structures for individual and company performance alongside a premium employee experience. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.

The range of pay for the role is: $177,180 – $201,900 per year plus a Target Short-Term Bonus of $34,100. The base pay salary will be $177,180- $201,900 paid semi-monthly, plus the cost of labor allowance pertaining to application locations. Chicago & Houston (10%); San Fran & NY (25%); DC & LA (15%)

NOTE: Base salary range depends on a combination of job-related factors to include candidate skills, experience and internal equity.

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.

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