Meaningful Work From Day One

This position sets the vision, objectives, and advocacy strategies for the B-F portfolio in the UK, ensuring they’re scalable to the Northwest Europe region. Leading a team of Brand Ambassadors, the Advocacy Manager oversees the execution of flagship events and advocacy initiatives which win the hearts and minds of both internal and external stakeholders. This position is responsible for leading and executing the advocacy programme for Woodford Reserve; the world’s finest bourbon.

What You Can Expect

Strategic Advocacy

• Develop and implement a comprehensive UK advocacy strategy for the Brown-Forman portfolio.
• Develop a detailed annual plan for Woodford Reserve, aligning with marketing and commercial objectives.
• Define and track key performance indicators (KPIs) for advocacy initiatives, including brand awareness, trade engagement, media coverage, and sales uplift.
• Conduct regular (UK) market visits and competitor benchmarking to identify emerging trends and opportunities for brand advocacy.
• Produce quarterly reports detailing advocacy program performance, including ROI analysis and recommendations for optimisation.

Brand Ambassador Leadership & Execution

• Lead, mentor and develop a team of Brand Ambassadors, ensuring they have the skills and resources to deliver exceptional advocacy experiences.
• Oversee the planning and execution of flagship events, masterclasses, and trade activations, ensuring consistent brand messaging and premium execution.
• Establish and maintain clear communication channels with Brand Ambassadors, providing regular feedback and performance reviews.
• Implement a structured training program for Brand Ambassadors, focusing on product knowledge, presentation skills, and relationship building.

Stakeholder Engagement & Relationship Building

• Cultivate and maintain strong relationships with influencer on-trade accounts (Worlds Best), award winning bartenders, retail industry influencers, and media contacts.
• Identify and engage with key opinion leaders (KOLs) and creators to amplify brand messaging and build long-term partnerships.Lead the trade PR agenda, securing positive media coverage and managing brand reputation.Organise and lead the internal National Conference, ensuring seamless execution and impactful content delivery.

Performance Measurement & Resource Management

• Track and analyze the effectiveness of advocacy programs, providing regular reports and recommendations for improvement.
• Manage the advocacy budget effectively, ensuring optimal resource allocation and ROI.
• Ensure all advocacy initiatives are scalable and adaptable for distribution partners across the Northwest Europe cluster.
• Implement a robust evaluation process for all advocacy activities, capturing key learnings and best practices.

What You Bring to the Table

• Deep, technical knowledge of the spirits world
• Experience working with luxury brands and their clientele
• Keen interest and passion in the On-Trade and cocktail culture
• Leadership and mentoring/training skills
• Ability to build strong relationships at all levels with strong stakeholder awareness
• Collaborative team player
• Self-starter with proven ability to plan and prioritise with demonstrated ability to manage multiple projects
• Fluent English, both spoken and written
• Able and willing to travel and attend evening and weekend events when needed
• Superior communication skills (influencing, listening, presentations, written)

What Makes You Unique

• Prior experience of line management
• Experience in developing a strategy for Advocacy that aligns with commercial goals

Who We Are

We believe great people build great brands. And we know there is Nothing Better in the Market than a career at Brown-Forman. Being a part of Brown-Forman means you will grow both personally and professionally. You will have the opportunity to solve problems, seize opportunities, and generate bold ideas. You will belong to a place where teamwork matters and where you are encouraged to bring your best self to work.

What We Offer

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.

Brown-Forman Corporation is committed to equality of opportunity in all aspects of employment. It is the policy of Brown-Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.

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