Scope:
The Marketing Director role plays a key part in setting up the full integration of marketing and sales in the organisation, linking brand strategy, consumer, channel, and occasion insights into effective consumer, channel, and customer plans.
Two key elements of this role are:
(1) Growth Planning & Portfolio Development,
(2) Building Marketing Team capability.
Growth Planning and Portfolio Development: feeds directly into key focus and resource decisions across brand portfolio to accelerate business growth. The role requires bold marketing leadership willing to dig deep to uncover consumer and business insights, to take smart risks, to leverage the latest in marketing innovation, and to move with industry-leading speed in order to win across established and emerging brands. This includes use of core company trademarks, line extensions, channel development, and activations that increase penetration and frequency of purchase, and consumption. Continually optimising brand, pack, price, channel, and promotional mix combinations for growth.
Building Marketing Team Capability: leading the Marketing Team, and developing talent within the team. Using America’s and Global resources to establish effective training, development opportunities, and continuing to develop marketing capability. This position is a key part of both Mexico’s leadership team and is expected to be influential at multiple levels.
Meaningful Work From Day One:
The Marketing Director role leads the Marketing organization for Brown-Forman (B-F) in Mexico.
The role is responsible for Portfolio Development and prioritization, leading to both short-term and long-term growth. It is a champion of people, focusing on building marketing capability and ensuring a strong talent bench and succession plan. This role is a key member of the Country Leadership Team.
We have a broad brand portfolio, which currently comprises 4 brand teams: Jack Daniel’s, Tequilas (Herradura, El Jimador Tequila & Antiguo), New Mix Ready-to-Drink (RTDs), and Super Premium Portfolio.
Marketing is also responsible for overseeing: Customer Marketing, innovation, and Insights.
The B-F Business in Mexico represents 14.5M 9L cases, generating close to $300M USD in revenue. Mexico is one of the largest markets in sales for Brown Forman Corporation globally, as well as being one of the fastest-growing. B-F is currently the #3 supplier in the country and #1 in RTDs
What You Can Expect:
Strategic Direction
- Defines long-term marketing strategy for the Country, including portfolio, brand communication, and pricing strategy, ensuring that it is in alignment with overall region/global/corporate strategy
- Ensures resources are aligned to reflect Mexico’s strategic priorities
- Coordinates the development of brand strategies and brand plans - short and long-term for Mexico
- Defines the innovation pipeline by evaluating the potential of the B-F portfolio against current and future opportunities in the Country
- Seeks out portfolio development opportunities and synergies
- Provides marketing leadership for the Country’s long-term strategic plans
- Understands consumer behavior in Mexico and develops methods to continually activate on insights.
Marketing Organization/Team Management
- Defines and leads Mexico’s marketing team
- Ensures that the marketing organization in the Country is structured to effectively deliver the business needs
- Ensures that the capabilities of the marketing teams are developed in line with the global capability framework and reflect Country strategic priorities
- Builds a talent pipeline of capable individuals, ensuring a comprehensive succession plan for key marketing roles in the Country
- Provides active leadership and talent development to the Country marketing team, coaching direct reports via delivery of clear, honest feedback and direction
- Provides strategic direction to Customer marketing to align brand strategies to our customer and B-F’s overall business strategy
- Leads the strategic innovation pipeline for RTDs and collaborates on the Tequila innovation
- Identifies key consumer and market insights to translate those into actionable items for our portfolio of brands
- Key decision maker in appointments of key in-Country marketing positions
- Instills and role models a culture of full accountability to delivering results, and equally important, to the B-F Code of Conduct, Responsible Marketing practices, and local regulations, and to the B-F organizational culture, values, and behaviors
Internal/External Partnerships and Collaboration
- Serves as primary point of contact for Country Marketing on all aspects that are cross-portfolio, contributing to a Division perspective in the development of global marketing strategy, plans, KPIs, and analytics
- Actively represents the marketing function and is the voice of the brands on the Mexico Leadership Team
- Partners and acts as key contact with global brand managing directors to ensure market needs are understood and local plans align with global strategies
- Partners tightly with the Sales Organization, building a close working relationship across levels; provides thought leadership via shopper insights and ownership of Customer marketing function
- Collaborates and partners productively with all other leaders from functions such as Finance, HR, Supply Chain, Legal, Corporate Affairs
- Provides expert input on internal and external factors affecting the Country
- Provides input into key Country agency appointments, proactively managing and evaluating local marketing and media agency partners
- Can effectively work with sales teams and trade marketing to maximise impact of marketing campaigns and programs across channels
- Demonstrates a good knowledge of multi-channel environments, category management, and shopper marketing skills
Financial Responsibility
- Responsible for both long-term and annual Country marketing budget/resource allocation and prioritization
- Responsible for ensuring optimal spending and oversight of the Country A&P budget of over $20M USD
What You Bring to the Table:
- Bachelor’s Degree in Business, Marketing, International Marketing, or similar discipline.
- Significant Marketing experience in both multi-market portfolio and brand marketing roles
- 10+ years successful track record of delivering results in senior Marketing roles in matrix-organized International FMCG/luxury products/beverage or lifestyle/image-driven portfolio/brands business
- Excellent written and verbal business in Spanish and English
What Makes You Unique:
- Education: Master's Degree (M.A., MBA, or Equivalent);
- Experience: International experience or experience from a different market
- Ability to travel up to 30% of the time, both throughout Mexico and internationally
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.
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
\#herradura
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: Americas Division
Function: Marketing
City:
Guadalajara
State:
Country: MEX
Req ID: JR-00009136
