Job description
CURRENT EMPLOYEES, CONSULTANTS, AND AGENCY PARTNERS:
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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.
Meaningful Work From Day One:
The Head of Brand & Business Insights is a key member of the marketing leadership team as well as a strategic thought-partner for the business with strong commercial alliances. The role reports to the Marketing Director with a matrix report to the European Insights Director, with responsibility for deep market, category and consumer/shopper understanding that is relevant for the overall business understanding, aligned to Brown Forman’s overall strategic objectives and provides the foundation for effective decision making.
The position leads, inspires and empowers a team of 7 Category and Consumer Insight Managers and partners with a wide range of internal and external stakeholders to influence brand, portfolio, channel & customer strategy as well as spurring innovative thinking to accelerate business growth for both Brown-Forman and our commercial partners.
The position leads, inspires and empowers a team of 7 Category and Consumer Insight Managers and partners with a wide range of internal and external stakeholders to influence brand, portfolio, channel & customer strategy as well as spurring innovative thinking to accelerate business growth for both Brown-Forman and our commercial partners.
What You Can Expect:
Value Creation
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Business insights & analytics: Leads the identification of critical knowledge gaps relative to consumers, shoppers and the marketplace, and champions the development of solutions to address them. Answers business and brand related research and insight queries by using data from multiple sources of information. Generates actionable insights about the brands, consumers, shoppers, categories & market trends to assist in the development of brand, portfolio & channel strategies as well as category development. Partners with the Marketing teams in the annual strategic brand planning process by helping on situation analysis based upon holistic market, consumer & shopper as well as channel understanding. Partners with the Commercial team in the annual joint business planning process by providing insight that supports B-F’s commercial objectives and enables the team to create value for our commercial partners. Joins the dots between consumer, shopper and trade insights.
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Category development: Oversees the provision of objective category insight & thought leadership that will help grow the categories that Brown-Forman competes in. This includes ensuring that Brown-Forman’s Category Vision is refreshed annually and tailored for each of Brown-Forman’s key customers. Inspiring the team to proactively work with our commercial partners to come up with creative ideas and initiatives that unlock category value growth is a key part of this role.
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Market research & trends: Oversees analyses of market trends using continuous data (Nielsen/CGA, IWSR, GfK, brand tracker, comms tracker, social listening, Kantar tools etc.) as well as ad-hoc research projects needed to address key business priorities or knowledge gaps. Ensures best use of resources and highest efficiency through planning, consistent use of briefing templates and strong agency management. Manage key stakeholders throughout the process and ensure that key observations and actionable recommendations are shared with the appropriate internal audience.
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Interrogation of macro market, retail and consumer trends keeping the UK business informed about relevant changes in a proactive and timely manner
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European market studies: shares with the whole Marketing Team relevant European studies in a timely manner and is in constant exchange with the European BBI community to help drive synergies across the markets.
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Business partner: Acts as a business partner by proactively addressing opportunities and challenges for B-F’s brands coming out of the market. Champions the Brown-Forman Way of Brand Building through training and reviewing brand plans and within activity evaluations. Is a consultant to the marketing team and commercial teams on market research methodology, hypothesis generation and agency choice as well as in articulation of the relevant business question to be answered.
Strategic Relationships and Partnerships
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Collaboration with other departments: Build strong internal relationships across B-F UK’s operation and globally where necessary. Working extensively with the brand, customer marketing, sales and finance teams among others to effectively deliver growth and business development. Acts as a business partner as well as challenger to key stakeholders.
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Agency management: Oversees the management of B-F’s market research and data suppliers. Supports the team to ensure that requests are delivered in time and constantly seeks to get a fair return for our investment. Ensures that contracts are in place and up-to-date with clear outline of deliverables.
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BBI Europe: works closely together with the BBI Europe team building on best practice from other markets, ensuring early buy-in and input into local UK studies and driving UK market participation in European Research Studies.
Drive for Results
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Problem solving & prioritisation: consults widely across the business to understand how and where the team can make the biggest business impact. Proactively drives the insight agenda by identifying the big questions that need to be answered in order to unlock growth.
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Education of market, category and consumer information & KPI definition: ensures an aligned definition of consumer and market data supplied that is the basis for all internal market and brand reports. Develops tools and ensures regular updates and training to ensure basic understanding within the business.
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Defines the relevant KPIs to measure brand success in the executed plans.
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Data sourcing and management: Oversees the management of smooth data supply by 3rd party suppliers ensuring correctness and validity of data (retail panel data, consumer panel data, media data etc).
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Market, category and brand reporting: Oversees the provision of reporting in a timely manner through regular concise updates on key developments of the market, category and our brands. Proactively collaborates with key stakeholders to align on KPI measures, enabling the team to deliver monthly updates on pre-defined KPIs to help steer business.
Lead & Inspire
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Active member of the Marketing Leadership team: Helps to shape the direction and growth of the departments, talent and culture.
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Creates powerful alliances with Sales Leadership team: forges strong relationships across the commercial team, helping to shape the commercial agenda and foster collaboration
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Provide strong leadership: Shares direction, identifies growth and development opportunities to direct reports.
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Lead a diverse and inclusive culture: Ensures different perspectives are encouraged and individuals feel connected and valued
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Team development: In collaboration with the HR department, identify the team’s capability gaps and address them through appropriate learning and development programs. Support team development by providing opportunities and coaching to the team with on-going appreciative & constructive feedback.
What You Bring To The Table:
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Bachelors Degree or equivalent experience
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Experience with market research/category management in consumer goods
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Track record of building premium brands & categories
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Excellent quantitative research skills and understanding of / exposure to qualitative research
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Team leadership
What You Can Add to the Team
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Great analytical skills, commercially savvy and solution focused to solving problems
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Excellent presentation skills and translating information in a clear, concise and visually appealing way
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Self-starter with proven ability to identify issues and projects, plan and prioritise with demonstrated ability to organise and manage multiple projects to completion by specific deadlines
What’s It Like To Work Here:
Our vision for Brown-Forman UK is to be the industry leading organisation by delivering top tier results, through building a diverse culture that inspires people, celebrates teamwork and rewards agility.
Just six months after launching its newly independent organisation in the United Kingdom, Brown-Forman UK was officially certified as a Great Place to Work and a Centre of Excellence in Wellbeing in 2020-2021. We were certified in 2021/2022 as a Great Place to Work in Excellence in Wellbeing reaching the Top Ten employers within the Medium Sized category of employers, and number one in beverage alcohol companies. We have just been certified again for a third year in a row as a Great Place to Work!
We believe all employees can realise the true value of diversity and inclusion and create a stronger, more competitive organisation where each employee has the opportunity to reach their desired potential. In the UK we have a Diversity Council consisting of our UK Leadership Team and also four employee resource groups (ERGs) for our employees: GROW (Growing Remarkable Outstanding Women), YP (Young Professionals), SEED (Supporting & Elevating Ethnically Diversity) and PRIDE (LGBTQI+). Alongside these ERGs we have various committees such as Alcohol Responsibility, Sustainability and Livewell teams that have great engagement within the business and make a great difference to the environment we work in.
Nothing Better in the Market:
Total Rewards at Brown-Forman is designed to engage our people to ensure sustainable and profitable growth for generations to come. As a premium spirits company, we offer equitable pay structures for individual and company performance alongside a premium employee experience. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.
In Brown-Forman UK, some highlights of the competitive benefits we offer include, but are not limited to, medical/dental insurance, hybrid-working options, product allowance and gym membership; along with global career opportunities.
To find out more about what it’s like to work at Brown-Forman UK, please visit our LinkedIn Life Page. We look forward to meeting you soon!
#LI-WM1
Requisition Type:
Employee
Management Level:
Leader
Global Job Level:
L4
Number of Openings Available:
1
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