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Digital Marketing

hace 2 semanas

Guadalajara, México Brown-Forman A tiempo completo

Imagine working for a company that welcomes you in, inspires you to bring your best self to every opportunity, and encourages you to grow and develop your career in a resilient and fun industry. Brown-Forman offers our employees this kind of career and environment and has for more than 150 years. Together, we proudly live and work by our values, striving each day to be better and do better as people, as a company, and as members of the communities we call home. Come have a seat at our table.

Locations considered for this opening:

- B-F Headquarters office in Guadalajara or Mexico City office
- B-F Office Bogota, Colombia
- B-F Headquarters office in Louisville, KY

**What You Will Do in This Role**:
This role supports the LAR Integrated Marketing Communication (IMC) team in understanding the impact of LAR communications programs.

The role will demand familiarity with the metrics, data sourced and platforms developed by the Global Integrated Marketing Communication CoE to evaluate media and e-commerce programs.

This role follows global protocols for pre and post-campaign evaluation and also considers how to build “dynamic optimization” into media programs.

This role also leverages our social listening tools and other digital analytics tools to build a full picture of campaign performance.

The ultimate goal of this role is to help set metrics, conduct analysis and share learnings on IMC programs for the LAR business unit and use data to drive process and culture around continual optimization of content, channel and audience.

Using data and analytics this role seeks to understand the consumer journey across media, social, on-line video, CRM, search, website, data and analytics, content and e-commerce.

This role requires strong analytical and numeracy skills and ideally familiarity with analytics platforms such as tableau. Where possible this role should leverage B-F internal data and analytics teams to create high quality and consistent reporting,

This role also requires strong collaboration skills to ensure metrics and measurement are set up across LAR brands and so works closely with LAR IMC Manager.

**What It’s Like to Work Here**:
Works with the IMC Manager and IMC Specialists to:
**Set Metrics for Key IMC Campaigns**:

- Follows Global IMC Center of Excellence protocols in setting up pre-campaign metrics and post-campaign evaluation.
- Understands how to use the platforms and data that support these metrics.
- Works with the LAR IMC team to ensure the metrics measured are most relevant to brand objectives.
- Considers how campaigns can be used to optimize learning in terms of channel, content and audience including “dynamic optimization” opportunities within platforms.
- Works with our media AOR and with other agency and media partners to leverage data and analytics capabilities not available internally.

**IMC Optimization & Reporting**:

- Leverages Global IMC CoE protocols and tools to create consistent and timely campaign effectiveness reporting.
- Shares results and best practices with LAR Integrated Marketing Communication Director and across the LAR IMC team.
- Where possible leverages internal data and analytics teams to efficiently generate standard reports (without significant manual reporting)
- Leverages data sources such as search metrics, social listening, competitive data to build a full picture of campaign response and maximize future learnings.

**Data & Analytics: Subject Matter Expertise**:

- Supports and trains the LAR IMC team on how to maximize these tools in campaign analysis to build this capability across the team.
- Understands and anticipates LAR data gaps and future data and analytics needs and makes recommendations to the LAR IMC Manager Director and Global IMC CoE.The Data & Analytics Specialist role is an active participant in the overall B-F IMC 'community'. Critical stakeholders include:
The LAR IMC Manager to ensure consistency of data and analytics across the LAR portfolio and to set key learning objectives.

The LAR IMC Teams: To ensure metrics for campaigns are set in advance and that they understand how data and tools are being used for campaign measurement.

The Global IMC CoE: Understand from Global IMC CoE global protocols, tools and data that are available and how to use these sources in campaign evaluation. Feedback on data gaps for LAR and potential future performance analysis needs.

Media & Creative Agencies: Work with LAR IMC Manager to ensure key analytics learnings are shared with our agencies and discuss how results can be applied in future campaigns.

**We Are Looking For People Who**:

- Education: Undergraduate Degree or higher.
- Experience 4+ years working client and/ or agency side in media and marketing disciplines.
- Fluent in English and Spanish languages. Portuguese desirable
- Previous experience in analytics, campaign measurement and working with data sources. (Mar-Tech / Ad Tech)
- Experience working across the LAR media l