Multi-Cultural Integrated Consumer Experience Manager, US

CURRENT EMPLOYEES, CONSULTANTS, AND AGENCY PARTNERS:

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This application deadline for this role is Friday, August 1st.

Meaningful Work From Day One:

The Multi-Cultural Integrated Consumer Experience Manager, US is responsible for developing and overseeing strategic, integrated communications plans for a sub-set of spirits brands, to effectively engage an increasingly diverse consumer population in the US. This role’s remit includes synthesizing cultural nuances of diverse audiences in order to embed multicultural insights and go-to-market (G2M) approaches across national and local paid and owned communications for a sub-set of brands within the Brown-Forman US brand portfolio. This role will also serve as a thought leader for brand, insights, regional, and trade marketing teams, bringing best practices, advocacy, and tangible consumer-focused strategies to set up the company, and prominently position our brands in lifestyle and culture, for success today and into the future. This role requires a deep and nuanced understanding of multicultural marketing principles, a proven background developing culturally relevant and impactful creative and messaging strategies for diverse audiences/consumers, and a strong understanding of paid advertising and owned content platforms.

What You Can Expect:

• Multicultural Comms Strategy Development: Lead the development and/or oversight of inclusive multicultural communications strategies, leveraging deep consumer insights & motivations, cultural intelligence, and authentic storytelling to resonate with diverse audiences. Proactively identify emerging cultural trends and consumer behaviors to inform communications audience segments & comms strategies for brand growth.

• Integrated Campaign Management: Partner closely with brand marketing and regional marketing teams to drive integrated communications campaigns across various paid and owned channels, ensuring authentic messaging and brand representation across multicultural segments. This includes paid advertising, social media, content marketing, event activations, and influencer partnerships. 

• Influencer/Agency Relations: Build and maintain strong relationships with key multicultural influencers and agencies to amplify brand messaging. Evaluate and select appropriate partners based on brand alignment and audience reach. 

• Content Creation and Adaptation: Oversee the development and adaptation of engaging and culturally relevant content across paid and owned channels. Ensure all content adheres to brand guidelines while authentically reflecting cultural nuances.

• Performance Measurement and Reporting: Track and analyze key performance indicators (KPIs) to measure the effectiveness of multicultural marketing initiatives and provide insights for optimization. Develop and/or oversee comprehensive reports on campaign performance to stakeholders, offering data-driven learnings & optimizations.

• Team Leadership and Collaboration: Collaborate effectively with cross-functional teams, including brand marketing, regional marketing, and trade marketing teams, to ensure seamless alignment of multicultural initiatives with overall business goals. Serve as a subject matter expert, guiding and educating internal teams on multicultural best practices.

• Industry Expertise: Stay abreast of industry trends, cultural movements, and best practices in multicultural marketing and communications to inform strategy and innovation. Actively participate in relevant industry conferences and forums.

What You Bring to the Table:
Education: Bachelor's degree in Marketing, Communications, or a related field. Master's degree a plus.
Experience:

• Proven experience in multicultural marketing or communications, preferably within the CPG or spirits industry, with  at least 7 years of progressive experience in multicultural marketing.

• Demonstrated experience in developing and executing successful, integrated multicultural campaigns

• Experience managing agency relationships and external partners.

• Bonus: Experience working at a marketing agency, specifically focused on multicultural marketing.

• Strong connection with culture and understanding of building brands in the lifestyle space 

Skills:

• Exceptional understanding of diverse consumer segments, their cultural nuances, media consumption habits, and preferred communication channels, with