The Director e-Premise - USA&C is responsible for leading the eCommerce strategy, growth and innovation of Brown-Forman’s USA&C eCommerce Ecosystem by formulating, building, maintaining and managing: promotions; campaigns; traffic and sales; initiatives and consumer experiences. In addition, this position leads the prioritization and management of emerging customers that challenge the traditional route to consumer model.
Development of E-premise strategy and primary objectives
Coordinates priorities across the ecosystem: data, people, technology, brand
Account management, data & IT, content, training and execution
Focused on growing Brown-Forman value share of market
Support the development of new models to meet consumers online shopping needs and provide the organization with consistent learning and evaluation of priorities in this emerging space.
Manage B-F’s “Digital Shelf” space for the Region. This includes working with an agency to both monitor and then improve digital shelf items like SEO, Brand Images and Ratings
Works with Digital Team and Marketing to ensure digital assets are relevant, accessible, formatted for high speed loading, and support purchase intent for shoppers.
Partner with marketing modern media team on brand websites & social media accounts, measurement and management of online content, tracking, data and analysis
Develop and refine regional ePremise strategy by collaborating with the Global team, Brands and Sales
End-to-end ownership of eCommerce P&L Statement for USA&C and report outs to all relevant stakeholders
Oversee all aspects of eCommerce: Finance, Supply Chain, Marketing, Sales for USA&C
Champion eCommerce & Digital engagement & traction by developing and delivering the eCommerce communication and education plan (internally & externally)
Work with Brand teams to endure that digital marketing plans maximise sales performance in retail
Oversee engagement with e-premise customers
Alignment of National Account capabilities and digital programming with “Clicks & Bricks” business models
Accountable for key pure play e-premise customers such as Amazon & Alibaba
Accountable for developing partnership with key connector delivery companies such as Drizly, MiniBar, Reserve Bar, etc.
Research competition, investigate benchmarks and provide suggestions for improvement
Collaborate with Global & Regional teams to ensure success of eCommerce & Digital Marketing channels
Participate as a core member of the Global ePremise Center of Excellence
Continually monitor and refine Key Performance Management Development for the Region
Focus on Consumer’s online shopping needs and habits to ensure we provide a way to purchase our brands when they desire. This includes implementation of Buy Now technology or other ways to entice online shoppers to purchase our products
Lead the development, management and implementation of an eCommerce Strategy with the local and Global E-commerce teams, the Digital Team and other stakeholders for the BF portfolio of brands.
Drive digital and eCommerce strategy, planning, implementation and measurement for key communication programs, product launches and events working with Agencies, Media Partners, Regional Digital team and Local Marketing teams
Be a champion within the USA&C region and provide thought leadership, insight development and strategies for target consumers as well as driving innovation within the Digital & eCommerce space.
Lead employees using Brown-Forman’s performance management and development process that provides an overall context and framework to encourage employee contribution and includes goal setting, feedback, and performance development planning.
CHAMPIONING AND EDUCATING
Responsible for developing the capabilities and educating about digital marketing & eCommerce disciplines and skills for the USA&C Marketing & Sales teams
Be the external ‘face’ of BF USA&C digital function, attending forums, conferences and other meetings to ensure that BF USA&C is up to speed with competitive digital advances. Ensure that this information is cascaded across all marketing functions across the region and collaborate with Global on any local digital initiatives
Works with key distributor and liquor board partners to develop and align on brand execution, digital approach, sales capabilities, and strategy implementation.
Provide specialist expertise to brand teams concerning emerging opportunities in the digital marketing arena and drive trial of new technology to keep B-F competitive in this arena.
Oversee Digital and Legal compliance of digital projects across the Brown Forman Portfolio of Brands in USA&C working with Digital Compliance Director, and educate USA&C Teams on Compliance and Data Protection policies
BACKGROUND AND EDUCATION:
10+ years experience in the field of eCommerce & Digital Marketing and/or Technology
Demonstrated experience with defining user flows, requirements, and providing actionable feedback to developers in digital marketing & e-commerce.
Technical knowledge required for e-commerce development, UAT, design and launch strategies including SEO/SEM.
A keen eye for emerging technologies and how to adapt / adopt them for an enriched shopping experience.
8+ years with Leadership experience
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Location/Region: Louisville, KY