DirecciónGroup Brand Manager Tequilas Guadalajara , Mexico
Quote from Hiring ManagerThe Group Brand Manager position is pivotal and one of the most exciting ones in the Mexico Marketing organization since it establishes the strategic thinking behind each of our brand portfolio pillars.Managing and coaching a team of highly capable and motivated Brand Managers as well as the relationship with various KSH, the GBM represents the beating heart of our marketing team, setting the tone when deploying all Brand Plans and their activities throughout the year.
Meaningful Work From Day One:
Build Brown Forman’s integrated portfolio strategy for one of our strategic portfolio pillars - both high and low-proof.
The primary role of the Group Brand Manager is to collaborate and influence other key stakeholders and to lead its team of Brand Managers in accelerating the growth of their Brands in alignment with the country’s strategic plan and global brand strategies by developing robust portfolio/category/brand strategies and executing them brilliantly.
What You Can Expect:
Active participation in the development of the Brown-Forman Mexico Strategy, while leading the implementation and rollout of each strategic portfolio pillar: Tequila’s, Whiskeys and Ready To Drink’s.
Lead (alongside the Marketing Director), the development of strategic portfolio plans delivering the business ambitions; three-year and annual brand and country plans with world-class execution and clearly defined KPIs.
Influence business leaders & key stakeholders across Mexico, LUCRA (LAR/Africa/Ukraine/CIS/Russia), EI (Emerging International), and Global Brand Teams, in order to align efforts in achieving brand(s) and country strategies.
Lead a team of Brand Managers to build each brand and the full Portfolio. Considering the 8 pillars of the Brown-Forman Way of Brand Building framework to ensure profitable and sustainable growth, both in the short and long term.
Work closely with Global Teams to influence the localization of branding strategies, packaging, and new product development.
Alongside Revenue Growth Management, evaluate local market competencies and analyze pricing strategies/markdowns, etc. to develop the price strategy of the brand’s portfolio, ensuring sustainable, long-term value growth.
Lead and strongly influence the development of new products, packaging initiatives, brand extensions, and synergies across portfolios always aiming to deliver world-class impeccable brand launches.
Working with integrated marketing communications, global brand team, and customer marketing, oversees the development of the communication strategy and implementation of all brand and channel activation ensuring the brand is brought to life in an engaging, effective, and culturally relevant way. Champion new test and learn initiatives and share learnings and best practices with other markets.
Identify, develop, and implement new marketing strategies to capitalize on consumption opportunities for brands within each portfolio.
Integrated portfolio management and geographical prioritization in a highly competitive environment.
Establish the basis for Mental and Physical Availability strategic initiatives driven by consumer insights. Lead deployment of these initiatives.
Lead the development of effective brand positioning tools to increase brand equity.
Responsible for developing the brand-building model and robust brand communication platforms, content, and consumer experiences in all their forms.
Analyze, understand, and present relevant brand and business insights from sources such as Nielsen, Iscam, IWSR, consumer trackers, and relevant market/brand trends. It is capable of translating market information into actionable information.
Foster a continuous process of analyzing results, identifying opportunities, proposing and testing new ideas, and strengthening the brand-building model.
This position has P&L responsibility for the brand group/portfolio it oversees.
As an active member of the marketing organization, help shape the direction and growth of the department, talent, and culture. Coach, train, develop, and manage a high-performance brand builders team.
Identify alternative business opportunities to grow the established brand portfolio.
Establish and agree on commercial strategies and objectives with the sales teams of all channels, strongly influencing the design of the commercial strategy, RTC, account segmentation, and selection, while navigating the implications of an own distribution market.
Provide actionable data and insights to the IBP process to influence their forecasting.
Superb control and budget management of its portfolio strongly influence the resource allocation process to ensure that the portfolio has the right level of investment and maximizes ROI.
Select, manage, and procure the relationship and topline deliverables of local partner agencies (media, creative, digital, PR, etc.).
Act as a brand champion both internally and externally.
What You Bring to the Table:
Bachelor or Equivalent in Marketing or related.
7-10 years experience in brand management and development with at least 4 years in Senior Brand Management.
Proven networking skills and capabilities.
Strong administrative business background with functional experience in administrative practices.
Natural networking skills especially with the corporate class and the ability to build relationships with key leaders.
High standards for maintaining quality customer relationships and time management skills.
Management skills, training, recruiting, and staff performance.
Fluent in written and oral English.
Knowledge:
Financial analysis: Understanding and developing actionable insights from P&L analysis and price structures.
Market, competition, and consumer research and analysis. Reading of Nielsen/ISCAM.
Commercialization of alcoholic beverages, including distribution, promotion, and pricing strategy in self-service channels, wholesale, consumer centers, price clubs, and convenience.
Management of multi-functional teams and external agencies
Development of comprehensive annual brand plans, including promotional plans, public relations, advertising, distribution, and pricing. Project and budget management and P&L control.
Personal Skills:
Consolidated leadership skills.
Strong negotiation and influencing skills.
Results/achievement-oriented.
Creative and innovative mentality.
Consumer insights harvesting and development ability to implement them into actionable plans
Excellent interpersonal communication skills.
Excellent storytelling and presentation skills, written and oral.
Strategic mindset with superior collaboration and teamwork skills.
Attention to detail and aesthetics.
Numerical and commercial expertise.
Ability to succeed in a fast-moving and changing environment.
Flexible mindset to lead discussions at all organizational levels.
What Makes You Unique:
Masters Degree (M.A., MBA or Equivalent).
Experience in both High and Low-Proof alcohol brands.
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.
Enriching Life. Enriching Careers- 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.
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Business Area: Emerging International Division
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