CURRENT EMPLOYEES, CONSULTANTS, AND AGENCY PARTNERS:
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What You Will Do in This Role:
1) Support the IMC (Integrated Marketing Communications) Leader In campaign development, data & analytics (Approx 70% of the role)- Participate in strategy and execution of the core IMC disciplines for our brands: E-commerce, Media, Performance, Inbound, and Content.- Support the IMC Manager in the general communication process, including brief development, agency management, strategy and content approval, and campaign evaluation.- Build a thorough understanding of the company's process for setting pre and post-performance metrics, helping to set and track KPIs for IMC campaigns and to analyze global sources of data and analytics platforms.- Looks to optimize both pre and post-campaign evaluation and dynamic optimization within campaigns.- Leverages data sources such as search metrics, social listening, competitive data to build a full picture of campaign response and maximize future learnings, helping to recommend adjustments to improve results based on campaign performance.
2) Manage and update the Product Information Management System (PIM) for Brazil and Caribbean Central America, with a primary focus on Brazil. (Approx 30% of role)- The Product Information Management system is a tool we use to update our digital presence ensuring we have best-in-class brand information on content on e-commerce sites.- The information stored in the Product Information system includes brand images, videos, technical information, product descriptions, drink recipes, and other elements of brand content.- This role works closely with the brand marketing teams to ensure that the Product information system always has the most up-to-date and high-quality assets and information for distribution to external retail and other partners.- This role does not require previous experience with a Product Information Management System (specific training and support will be given) but does require a high degree or organization and attention to detail.
How You'll Know This Role Is For You:
1) Campaign development, Measurement & Optimization:
- Provides campaign measurement, evaluation, and optimization. Building an understanding of data, tools, and metrics for campaign evaluation.- Ensures a robust "test and learn" plan across the portfolio to continually improve our understanding of the best channel and content to drive the best results relative to brand strategy & campaign objectives.- Helps to evaluate content created by the agencies to guarantee alignment with brand strategy and digital best practices- Executes billing processes, helping the IMC Manager to ensure control over media spending and consistency within the company's financial process.
2) Implement and Maintain the Brown-Forman Product Management System in Brazil and expand usage over time:
- Work with the Global Content and Marketing Information Director, Marketing Team, and Sales Team on the set-up and implementation of the B-F Product Information Management system. (PIM)
3) PIM (Product information management) Content- Ensure high-quality content is correctly loaded into the system under the marketing and sales strategy.- Seek out global and local content assets to enhance the overall quality of the PIM. Leverage Global Asset management system (BAR+)- Identify any gaps in PIM assets and work with the marketing and sales teams to close gaps at a market level.
4) Stakeholder Management: The Digital Marketing Analyst role is an active participant in the overall B-F IMC 'community'. Critical stakeholders include:
- The Brazil Marketing Team- Key Account & Sales Teams- The Brown-Forman Global IMC Center of Excellence & Global Director Content and Marketing Information Director, Media & Creative Agencies- Brown-Forman IMC teams around the world
What Exactly Are We Looking For?:
- Education: College/University (Bachelor or Equivalent); Business Administration, Marketing or equivalent experience- Ideally, 2+ years working at a client and/ or agency side in media planning, or marketing, or BI (Business Intelligence), or Analytics.- Background in data & analytics, measuring and analyzing campaign performance. Evidence of project management experience within a marketing or communications environment.- Fluent in English
Job Competencies:
- Communication: Must have a strong verbal and written communication style to communicate with all levels of management.- Collaborative: In many cases, this role will be about influencing non-direct reports and working with different functional teams in the market and globally. Collaboration and trust are key qualities to maximize the impact of this role.-
- Analytical Skills: This role will involve some working with data and analytics tools. Competence with spreadsheets, basic analytics, and the use of databases to analyze results.- Passion for Diversity and Inclusion: Can work across different levels