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Quote from Hiring Manager
eCommerce is one of the most dynamic spaces in our industry, and this role has the opportunity to shape how some of the world’s most iconic spirits brands win in the digital environment. We’re looking for someone who combines commercial thinking, digital expertise and curiosity, and who loves turning insights into action.
Meaningful Work From Day One
At Brown-Forman, we believe great people build great brands.
As eCommerce Manager, Australia, you will be our go-to eCommerce expert, helping shape how our brands show up, perform and grow across Australia’s rapidly evolving digital commerce landscape. You will be accountable for developing long-term partnerships with Brown-Forman Australia's online and digital customers, and for end to end build and execution of the company's retail media and digital omni channel strategies with Australia's largest liquor retailers.
You’ll connect the dots between consumer, customer, brand and commercial performance, translating data and insights into strategies that build digital visibility, conversion and profitable commercial growth. Working across Sales, Marketing, Customer Marketing, Category/Insights, Finance, Supply Chain, agencies and global teams, you’ll help build eCommerce capability across the business while ensuring our brands deliver an outstanding experience wherever consumers shop online.
This evolves the existing Australian role, which already positions the eCommerce Manager as ANZPI's eCommerce expert spanning strategy, digital shelf, customer planning, paid search, campaign integration, B2B/B2C email and agency management.
What You Can Expect
Shape our eCommerce strategy
- Lead the development and ongoing evolution of Brown-Forman Australia's eCommerce strategy and priorities.
- Translate brand, consumer and retailer strategies into clear and commercially focused integrated eCommerce plans.
- Identify emerging digital-commerce opportunities, shopper behaviours and platform developments that can accelerate growth.
- Champion a test-and-learn mindset, using performance data to continually improve execution.
Drive commercial performance
- Drive growth across the three pillars of Australian liquor eCommerce: eCommerce Specialist retailers (marketplaces and pure-play online retailers), retailer online (Dan Murphy's, BWS, Liquorland), and ultraconvenience/on-demand delivery (Uber/Doordash).
- Partner with Sales and Account teams to develop and execute integrated eCommerce plans for key retailers, bringing together brand priorities, retailer strategy and opportunities and shopper insights.
- Support the effectiveness of eCommerce investment, including retail media and paid-search activity –implement plans, monitor performance, identify risks and opportunities, and translate insights into clear recommendations and actions.
- Own Brown-Forman's retail media strategy and annual investment plan with key retail customers across onsite, offsite and in-store placement.
- Commercial accountability for eCommerce channels and select marketplace and pure play accounts.
Build powerful customer, external and internal partnerships
- Build trusted relationships with key eCommerce customers, platforms, agencies and partners.
- Act as lead Brown-Forman point of contact for eCommerce Specialist customers, and for online and ultra-convenience channels.
- Integrated approach to customer and internal planning, working closely with key retailer leads to embed eCommerce planning within jointly delivered JBPs, annual and longer term internal and external customer plans.
- Partner with media agencies alongside brand team to ensure brand promotions at the retailer are amplified through the right paid channels, including search, social and programmatic
- Bring an eCommerce perspective into brand, customer and commercial planning conversation.
- Collaborate across Sales, Marketing, Trade Marketing, Insights, Finance and Supply Chain to turn opportunities into action.
- Connect with Brown-Forman's regional and global eCommerce community, sharing Australian insights while bringing relevant global best practice into the market.
Win at the digital shelf
- Raise the standard of how Brown-Forman brands appear and perform across customers' digital environments.
- Lead digital-shelf excellence across areas including product content, discoverability, search, availability and conversion opportunities.
- Work with brand teams, content partners and agencies to deliver high-quality, platform-appropriate assets and experiences.
- Ensure eCommerce execution aligns with Brown-Forman marketing principles and relevant compliance requirements.
Turn data into action
- Establish meaningful measures of eCommerce performance and use them to guide priorities and investment.
- Analyse performance to understand what is working, what is not and where the next growth opportunity lies.
- Deliver clear, compelling performance updates and recommendations to stakeholders.
- Help strengthen eCommerce knowledge and capability across the Australian business.
What You Bring to the Table
- Relevant experience across eCommerce, digital commerce, customer/account management or digital marketing, ideally within FMCG, consumer goods, retail, beverage or another fast-moving branded environment.
- Demonstrated understanding of how brands win across retailer eCommerce platforms and the digital shelf.
- Strong commercial mindset with the ability to connect digital activity to customer and business outcomes.
- Experience using data and analytics to diagnose erformance, uncover opportunities and influence decisions.
- Understanding of paid and organic search, retail media, digital content and online conversion.
- Hands on experience with building and executing retail media plans and post evaluation success metrics
- Strong stakeholder-management skills, with the confidence to influence across different functions and levels without relying on formal authority.
- Excellent communication and presentation skills, with an ability to make complex information clear and actionable.
- Strong planning and project-management skills and the ability to balance strategic priorities with hands-on execution.
- A curious, proactive and adaptable mindset.
What Makes You Unique
- Experience within FMCG, beverage alcohol or premium consumer brands.
- Exposure to major Australian retail/eCommerce customers or marketplace environments.
- Experience working across both brand and commercial teams, rather than seeing eCommerce solely through a marketing lens.
- Strong digital-trading instincts and an interest in understanding what drives online shoppers from discovery through to conversion.
- The confidence to challenge convention, experiment thoughtfully and turn learning into better commercial outcomes.
- An ability to move comfortably between the big picture and the detail, from shaping strategy to solving today's execution challenge.
Who We Are
We believe great people build great brands. At Brown-Forman, we know that working with talented and driven individuals is the key to our success. Joining Brown-Forman means becoming part of a diverse and inclusive environment where your ideas are valued and you can grow both personally and professionally. Our collaborative culture encourages you to take bold actions, solve problems, and make an impact on the future of our brands.
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.
#LI #ginmare
Requisition Type:
Employee
Management Level:
Leader
Global Job Level:
L2
Number of Openings Available:
1
