CURRENT EMPLOYEES, CONSULTANTS, AND AGENCY PARTNERS:
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Meaningful Work from Day One:
This strategic role in one of Brown Forman's most prominent markets globally will act as the leader for big, profit-driving consumer ideas, inspiring brand teams and senior leadership by understanding what matters to consumers and delivering insights that unlock significant brand and business growth.
Under the guidance of the Marketing Director SCA&C and working closely with the Director Insights - Americas, PUB Commercial Director and the Global Brands team, the role holder will be a strategic ‘thought partner’ in the development and identification of regional business growth opportunities.
The role will provide brand teams with actionable business and resource allocation direction, as well as opportunities, insightful consumer understanding, strategy recommendations, research implementation, and analysis.
The role will assist the Marketing, Trade Marketing and Commercial team in informing and influencing portfolio, business growth and innovation strategy. The person will understand the power of insights and creativity, acting as a strategic thought leader in the development and evaluation of the brand-building and innovation agenda.
The person will manage research, co-lead the brand plan cycle, and help identify compelling insights and use them to help develop inspired solutions to business issues and opportunities. They will be a champion of their role as well as a representative of the Brown-Forman Insights function in and outside Brown-Forman. Main goal is to establish an Insights baseline across SCA&C markets with deeper consumer understanding in priority markets.
What You Can Expect:
Strategic Planning and Insight Development
- Interrogation of macro consumer data sources to uncover relevant trends - IWSR, Nielsen IQ, Euromonitor.
- Development of brand situation analysis, based on robust, holistic consumer and business understanding.
- Collaborate with local brand teams in the development of short- and long-term brand building strategies by performing analyses, drawing conclusions and preparing recommendations, including setting up consumer-led KPIs as appropriate.
- Supports the brand planning process by providing insightful inputs across brands in key markets, bringing expertise to the table as the voice of the consumer.
- Applies the Consumer Demand Segmentation framework to ideation, marketing briefs, and measurement to enable sharp growth choices.
Base Business Understanding
- Cooperate with commercial finance to identify relevant and actionable opportunities in the business.
- Co-responsible for influencing A&P spending according to Marketing strategy - geographically and investment posture.
- Provide monthly analysis of the status of our base business, combining the sources of information available.
- Evaluate current and recommend new sources of information to support the business strategy.
Consumer knowledge development
- Identifies and prioritizes gaps in knowledge and understanding to inform development of research plans that meet needs. Recommends qualitative and quantitative methodologies against these needs, driving actionable insight.
- Answers data, research and insight queries, drawing on ability to manipulate databases, using continuous and ad hoc data sources, interpretation of qual and quant data and the ability to convert this into real information.
- Analyses and interprets the Brand Health Monitor and other data to help assess brands’ position in the market and unravel new insights.
- Utilizes all other available sources to identify relevant consumer trends and behaviors and synthesize with other learning eg. IWSR, Euromonitor, TGI, and other data sources available.
Opportunity Identification
- Systematically mines existing data to identify insights, gaps, issues, opportunities and actionable insights for the region.
- Actively seeks new ‘discoveries’ from a wider range of sources - longer-term trends for consumer, technology, adjacent categories, geographies and their peculiarities, local spirits brands/players etc.
Research Implementation and Insight Generation
- Manages the End to End of consumer research, coordinating activity with external research companies. Manages the process from brief, hypothesis generation, through fieldwork, to debrief. Ensures key implications are shared with stakeholders in a timely manner and actionable outcomes identified.
- New product/brand innovation opportunity investigation and testing.
- Commissioning brand audits to unearth insights to inform brand strategy evolution/refinement.
- Leads analysis and presentation of research findings and provides recommendations for brand building.
- Use best research models and approaches to optimize results within budgets.
Special Projects
- Participate in regional/global special projects as appropriate.
- Participate in Americas and Global team meetings to learn and share best practice.
What You Bring to the Table:
- BA degree in marketing or business
- 5+ years consumer marketing or equivalent expert role in fast moving consumer goods
- Project management skills with excellent quantitative research skills and understanding of/exposure to qualitative research
- English proficiency, fluent written and oral communication
- Well versed in the digital tools and responsible AI to boost productivity
- Compelling storyteller with the ability to translate complex ideas into clear, engaging, and impactful narratives that inspire action and drive alignment
- U&A studies, Nielsen, segmentation studies and concept evaluation
- Proficient with Microsoft Office Products (Word, Excel, PowerPoint)
- Advanced statistical analysis skills, working with different data sources, drawing formed, logical conclusions. Can synthesize strands of information into precise, relevant hypotheses. Attention to detail and accuracy are essential.
What Makes You Unique:
- Experience in fast-moving consumer goods industry
Who We Are
We believe that great people build great brands. And we know there’s nothing better in the industry than a career at Brown-Forman. Being part of Brown-Forman means you’ll grow both personally and professionally. You’ll have the opportunity to solve problems, seize opportunities, and come up with bold ideas. You’ll be part of a place where teamwork is valued and where you’re encouraged to give your best at work.
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 compensation structures tied to individual and company performance, along with a premium employee experience. We provide a variety of premium benefits that reflect our company’s values and meet the needs of our diverse workforce.
#LI-Hybrid
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Requisition Type:
Employee
Management Level:
Leader
Global Job Level:
L2
Number of Openings Available:
1
