Senior Brand Manager Gin Mare and Diplomatico

This newly created position sets the vision, objectives, and strategies for the Gin Mare and Embed portfolio in Italy. It is a key strategic thought partner to the MM on Embed strategy, business development & priorities, resource allocation, and providing a clear ‘point of contact’ for both B-F and distributor partner (DP). 

The Sr BM will be responsible for close collaboration with cross-functional teams and agency & distributor partners, to develop annual and long-term strategic brand plans for Italy.

What You Will Do in This Role

Brand Strategy & Execution

Lead development of Gin Mare and Diplomatico Rum in Italy.

Lead acceleration and development of Embed strategy and portfolio/market prioritization for Italy in collaboration with MM and GM.

Develop a close working relationship with global brand teams to align brand plans and long-term strategic direction.

Given the importance of the Italian market for both brands, being a strong partner and consultant for the global team contributing to development of global strategy and brand communications.

Develop and lead go to market campaigns & initiatives including but not limited to ATL, field experiential marketing / event activation activities, brand advocacy etc.

Provides guidance and input into local agency relationships by brand in collaboration with DP marketing teams.

Scope new product and portfolio diversification opportunities - size of prize, consumer trends/ rationale and business cases.

Partner closely with Distributor for effective channel & customer programs across Off Premise, On Premise and E-Commerce.

Track and measure key brand and business metrics with actionable outputs and reapplied learnings.

Performs the role of brand guardian and is ultimately responsible that all B-F consumer/customer communication is in line with overall brand rules, is fully compliant with the local law and is following the internal legal B-F procedures.

Financial Management

Support the management and delivery of the P&Ls for Gin Mare and Embed portfolio in Italy in close collaboration with MM, GM and Finance Manager.

Lead the development of A&P budget needed to deliver the agreed targets and ensure regular tracking.

Trade and consumer insights

Leads the development and constant updating of consumer insights, supervising all consumer research in collaboration with BBI and DP team.

Analyzes on a regular basis competitive environment and emerging trends in markets in order to implement corrective measures and action plans.

Performs regular market visits (on-and off-trade) to gain knowledge and observations about the market and consumers.

Team Management and Development

Senior Brand Manager manages 1 Junior Brand Manager and a Trade Marketing Specialist and/or Brand Ambassador reporting directly to her/him.

What You Can Expect

Develop his/her people to maintain an engaged & motivated team, in line with B-F values, with high standards, effective communication, and an orientation towards results.

Provide support and development of the B-F marketing talent with a consistent focus on improving the effectiveness and efficiency of the brand related activities.

Ensure effective brand-related training, on-boarding and professional/personal development of the marketing team members.

Distributors, Partners, Brand Managers development and management

RTC models involve 3rd party distributors with counterpart portfolio manager, with varying degrees of focus on BF brands, therefore the Senior BM will play a key role in:

Providing support and developing DP team with a consistent focus on improving the effectiveness and efficiency of the brand related activities.

Ensuring effective brand-related training, on-boarding and professional/personal development of the DP team members.

Being an advocate and ambassador for brand knowledge, education and best in classactivation.

Responsibilities/approximate priority split:

Gin Mare: 60%

Diplomatico: 30%

RoP: 10%

Strategic planning & implementation: 60%

External/internal partners and stakeholders communication, management, and alignment 30%

Business analysis: 10%

We Are Looking For People Who

Education: College/University (Bachelors or Equivalent); College/University (Bachelors or Equivalent); Masters Degree (M.A., MBA or Equivalent) preferred

Experience: Qualified in marketing and/or minimum 6 years relevant experience in brand management

Proven track record of successfully delivering brand growth in a highly competitive environment

Experience in driving the overall communications plan including TTL activities

A&P and P&L management

Previous experience of leading multiple countries and cross-functional teams

Fluent in Italian and English, both spoken and written

IT literate - MS Office applications & Google applications

What Makes You Unique

Experience: Experience in spirits or image driven premium brands

Working with 3rd party distributor partners

Previous experience of managing digital and social media campaigns

Know-how of on-trade and e-commerce

Portfolio management

People management

Superb creative flair, passionate about building brands

Superior communication skills (influencing, listening, presentations, written)

Great analytical skills, commercial savvy and solution-focused to solving problems

Ability to build strong relationships at all levels with strong stakeholder awareness

Collaborative team player, with conflict management skills

Self-starter with proven ability to plan and prioritize with demonstrated ability to manage multiple projects

Strategic thinking – is able to structure insights, strategy, and action in a clear & compelling way

Demonstrated ability to make decisions independently based on logical assumptions and factual information

Able and willing to travel internationally and attend evening and weekend events when needed

Nothing Better in the Market

Total Rewards at Brown-Forman is designed to offer our people a Premium Experience to ensure our sustainable and profitable growth for generations to come. 

As a premium spirits company, we offer equitable pay & bonus based on individual and company performance. We offer a range of benefits that reflect company values and meet the needs of our diverse workforce.