Multicultural Marketing Manager- Remote Work Location

Last updated 3 days ago
Job Type:Full Time

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A career at Brown-Forman is just like a good bottle of bourbon: unique and refined, with a bit of a kick. Making our products from barrel to bottle requires detailed planning along each step. Just like bourbon production, our employees work in many different aspects to create the best possible product. This way, our customers can enjoy the world-class brands we promise to deliver. Here’s the kicker - we, too, get to enjoy this process, just one of the sweet benefits of leading the market with the world’s favorite whiskey. Whether in the ground, in the store, or in the office, we hand pick all of our ingredients in order to be proud of what we achieve.

Meaningful Work From Day One:

The multicultural consumer is the most dynamic and fastest growing segment of the U.S consumer economy.
This role will be instrumental in the management and amplification of national programming that will grow B-F’s
share amongst high growth multicultural consumer segments.

What You Can Expect:

  • Manage brand and portfolio marketing programs targeting the African American, Hispanic American and Asian American consumer, working in close partnership with the relevant brand teams

  • Identify the cultural essence that drives multicultural consumer behavior to drive initiative development

  • Remain at the forefront of converging demographic and social trends that are reshaping how marketers and advertisers use culture to connect with increasingly diverse customers

  • Execute highly effective and comprehensive programs in partnership with brand teams, agencies, national account teams, and field teams

  • In conjunction with brand teams and regional marketing teams, establish clear and appropriate objectives for programs (consumer and commercial)

  • Collaborate with Field Marketing and Field Sales teams to optimize and drive accountability of the execution of multicultural programs

  • Evaluate program effectiveness/success against goals and objectives, and provide feedback to brand teams for future planning

  • Oversee the Multicultural Steering Committee consisting of B-F representatives of key multicultural markets across the country

  • Lead the communication of multicultural marketing best practices throughout the country

  • Hold monthly calls with territory leadership on multicultural marketing and sales initiatives

  • Ensure proper ongoing communication between Field Marketing and the brand teams

  • Ensure effective execution and measurement at the distributor partner level

  • Have working knowledge of distributor multicultural teams, systems, and measurement tools to help translate program goals

  • Continuously inform and build B-F Multicultural Marketing capabilities through the development of relevant multicultural consumer metrics and analytics to measure success

Your Profile:

  • Education: Bachelor’s Degree in Marketing, Business or Advertising

  • Experience: 5+ years of marketing, field marketing or trade marketing to multicultural consumers

What You Can Add To The Team:

  • Expansive multicultural consumer knowledge, interest and expertise (Hispanic and African American)

  • Superior strategic thinking and creative ideation skills

  • Natural ability to navigate between cultures, understand similarities, differences, and critical insights

  • Demonstrated experience in developing, executing and managing national and/or regional campaigns

  • Strong verbal and written communicator who can create clear images through words

  • Strong interpersonal skills and the ability to operate effectively in a collaborative matrix of stakeholders

  • Experience working with and managing outside agencies (creative, asset development, media, PR)

  • Demonstrated ability to develop and execute innovative “big ideas” that grow brands

  • Strong analytic skills and the ability to turn “insights to strategy and strategy to actions”

  • Strong results orientation, with a track record of superior performance

  • Ability and willingness to travel, including some weekends

What Sets You Apart:

  • MBA

  • Spirits/Alcohol Beverage sales or marketing experience

  • Knowledge of the three-tier distribution system

  • Brand budget management experience

Requisition Type:


Number of Openings Available: