Marketing Director Mexico (Guadalajara)

Overview

The Marketing Director role plays a key part in setting up the full integration of marketing and sales in the organisation, linking brand strategy, consumer, channel, and occasion insights into effective consumer, channel, and customer plans.

Two key elements of this role are:

• Growth Planning & Portfolio Development


• Building Marketing Team capability

Growth Planning and Portfolio Development

Feeds directly into key focus and resource decisions across brand portfolio to accelerate business growth. The role requires bold marketing leadership willing to dig deep to uncover consumer and business insights, to take smart risks, to leverage the latest in marketing innovation, and to move with industry-leading speed in order to win across established and emerging brands. This includes use of core company trademarks, line extensions, channel development, and activations that increase penetration and frequency of purchase, and consumption. Continually optimising brand, pack, price, channel, and promotional mix combinations for growth.

Building Marketing Team Capability

Leading the Marketing Team, and developing talent within the team. Using America’s and Global resources to establish effective training, development opportunities, and continuing to develop marketing capability. This position is a key part of both Mexico’s leadership team and is expected to be influential at multiple levels.

Meaningful Work From Day One

The Marketing Director role leads the Marketing organization for Brown-Forman (B-F) in Mexico. The role is responsible for Portfolio Development and prioritization, leading to both short-term and long-term growth. It is a champion of people, focusing on building marketing capability and ensuring a strong talent bench and succession plan. This role is a key member of the Country Leadership Team.

We have a broad brand portfolio, which currently comprises 4 brand teams: Jack Daniel’s, Tequilas (Herradura, El Jimador Tequila & Antiguo), New Mix Ready-to-Drink (RTDs), and Super Premium Portfolio.

Marketing is also responsible for overseeing: Customer Marketing, innovation, and Insights.

The B-F Business in Mexico represents 14.5M 9L cases, generating close to $300M USD in revenue. Mexico is one of the largest markets in sales for Brown Forman Corporation globally, as well as being one of the fastest-growing. B-F is currently the #3 supplier in the country and #1 in RTDs

What You Can Expect

Strategic Direction- Defines long-term marketing strategy for the Country, including portfolio, brand communication, and pricing strategy, ensuring that it is in alignment with overall region/global/corporate strategy. Ensures resources are aligned to reflect Mexico’s strategic priorities. Coordinates the development of brand strategies and brand plans - short and long-term for Mexico. Defines the innovation pipeline by evaluating the potential of the B-F portfolio against current and future opportunities in the Country. Seeks out portfolio development opportunities and synergies. Provides marketing leadership for the Country’s long-term strategic plans. Understands consumer behavior in Mexico and develops methods to continually activate on insights.

Marketing Organization/Team Management

Defines and leads Mexico’s marketing team. Ensures that the marketing organization in the Country is structured to effectively deliver the business needs. Ensures that the capabilities of the marketing teams are developed in line with the integral capability framework and reflect Country strategic priorities. Builds a talent pipeline of capable individuals, ensuring a comprehensive succession plan for key marketing roles in the Country. Provides active leadership and talent development to the Country marketing team, coaching direct reports via delivery of clear, honest feedback and direction. Provides strategic direction to Customer marketing to align brand strategies to our customer and B-F’s overall business strategy. Leads the strategic innovation pipeline for RTDs and collaborates on the Tequila innovation. Identifies key consumer and market insights to translate those into actionable items for our portfolio of brands. Key decision maker in appointments of key in-Country marketing positions. Instills and role models a culture of full accountability to delivering results, and equally important, to the B-F Code of Conduct, Responsible Marketing practices, and local regulations, and to the B-F organizational culture, values, and behaviors

Internal/External Partnerships and Collaboration

Serves as primary point of contact for Country Marketing on all aspects that are cross-portfolio, contributing to a Division perspective in the development of global marketing strategy, plans, KPIs, and analytics. Actively represents the marketing function and is the voice of the brands on the Mexico Leadership