Digital & Communications Marketing Manager - Soula

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 Office Mexico, Chile and/or Headquarters office in Louisville, KY

**You Can Look Forward To**:
This role is to partner with the SouLA Senior Marketing Manager & Marketing/Brand Teams in developing and executing the Integrated Marketing Communications strategy for SouLA.

The role is to co-develop with the brand leaders for SouLA Brand communication strategy and also support the SouLA marketing team in improving the processes and implementation of communications plans and evaluating results.

The role will work across communication disciplines including media, CRM, websites, search, e-commerce, communications analytics and content management.

This role will have 2 direct reports. It sets direction, communicating best practice and optimizing the overall communications planning process for SouLA,

Importantly this role is responsible for co-developing brand communications strategy for SouLA with the brand teams but is also “hands on” when required to manage content, websites, CRM, social media and e-commerce initiatives in collaboration with the SouLA marketing & sales teams.

Working in Partnership: The partnership between the SouLA IMC group and SouLA Brand Management is key. The SouLA Marketing Manager leads creative briefs, agency briefings, idea evaluation as well as overall agency collaboration. They are the final approvers of brand strategy, communications development and creative output.

**What You Will Experience**:
Works with the SouLA Marketing Team, SouLA Key account and sales teams, Global Integrated Marketing Communications (IMC) Center of Excellence team & Global IMC teams, to achieve excellence in the following areas:
**1) SouLA Communications Excellence**:

- Together with the SouLA Marketing Director brand teams “Joins the dots” in SouLA across communication disciplines including media, social, online video, CRM, search, website, data and analytics, content and e-commerce across the consumer and shopper journey.
- Acts as a thought partner to the SouLA marketing team on how best to formulate and communicate brand and portfolio communication strategy to reflect the strategic goals of building brand difference (Meaningful Difference) and relevance to buying motivations (Contextual relevance).
- Works with the team to manage, update and leverage SouLA “owned” platforms (where needed) such as websites, social media and CRM databases.
- Responsible for understanding brand positioning, marketing strategy, and tone of voice to be supported in all marketing communications.
- Thinks innovatively based on evidence and planned test and learn programs how to continually evolve SouLA communication strategy in line with evolving media landscape and consumer behaviors.
- Works closely with Insights on understanding campaign effectiveness including brand tracker (where available).
- Works closely with the Global IMC Center of Excellence on implementation of the overall SouLA Integrated Marketing Communications planning process.
- Supports Brand marketing & key account sales teams in the development of brand communication and e-commerce plans to deliver on brand strategy.
- Partners with Center of Excellence to ensure the brand is leveraging new technologies and media platforms.
- Partners with key stakeholders including finance and analytics to understand media investment progress and share of voice/ share of market data.

**2) Campaign Measurement & Optimization**:

- Partners with Center of Excellence on campaign measurement, evaluation and optimization. Building understanding of data, tools and metrics for campaign evaluation.
- Build a thorough understanding of the global Center of Excellence process for setting pre and post-performance metrics for IMC campaigns.
- Looks to optimize both pre and post-campaign evaluation and dynamic optimization within campaigns.
- Ensures a robust “test and learn” plan across the portfolio to continually improve our understanding of the best channel and content to drive the best results relative to brand strategy & campaign objectives.

**3) Content Management and Optimization**:

- Implements and where necessary adapt global Content Strategy and the Global Content Calendar in collaboration with marketing & sales teams.
- Works closely with SouLA stakeholders across brand and e-commerce programs leveraging global content as much as possible to increase efficiency and reduce creative development and agency fees.
- Share