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Brand Manager Bardstown Bourbon Company
Full-Time Exempt
Louisville, KY, Bardstown, KY, US
Position: Brand Manager Bardstown Bourbon Co.
Hours: 8:30 am – 5:30 pm, some nights, will vary with travel requirements
Days: Monday – Friday, some weekends, will vary with travel requirements
Reports To: Group Brand Director
Location: Based in Louisville, KY
Company/Location Overview
No secrets. No myths. No fabricated stories.
Bardstown Bourbon Company is a new blend of bourbon makers creating the next industry standard through unparalleled transparency, collaboration, and innovation.
We at Bardstown Bourbon Company have been honored with the prestigious accolade of ‘Worldwide Whiskey Producer of the Year 2023’ by the esteemed International Wine and Spirits Competition.
With the most technically advanced and sophisticated distillery in the country, our pledge of transparency is on full display through open spaces and clear glass, putting the art and science of whiskey-making front and center for all to see. In the heart of the Bourbon Capital of the WorldTM, Bardstown Bourbon Co. produces not only our own award-winning and highly sought-after blended bourbons, ryes and finished whiskies, but custom distills and aged whiskies for many brands, from start-up pours to established top shelves.
We are the premiere destination on the Kentucky Bourbon Trail®, combining distilling, culinary, and beverage expertise to create a modern, authentic experiences that will engage and delight the bourbon novice and the most sophisticated aficionado alike.
Green River Distilling Co. is a celebration of classic Kentucky – honoring the past while staying firmly planted in the present. The 10th oldest licensed distillery in Kentucky (DSP-KY-10), Green River is known as "the Whiskey Without Regrets," and enjoys a long, rich history dating back to 1885. Reintroduced in 2022, Green River Distilling Co. is proud to call Owensboro, Kentucky home, and serves as the westernmost outpost of the Kentucky Bourbon TrailTM. Authentic and approachable, Green River offers a growing portfolio of whiskeys crafted from historic mashbills. Blended to create a smooth and welcoming taste profile, Green River Distilling Co. is a true testament to simplicity and quality going hand-in-hand. Green River is part of Bardstown Bourbon Company, a top 10 distiller in the U.S.
At Bardstown Bourbon Company, see how we are moving the industry forward and NEVER STANDING STILL. For more information, please visit www.bardstownbourbon.com and www.greenriverdistilling.com
Job Summary
With ambitious growth plans, and a portfolio of quality whiskey products in the market, Bardstown Bourbon Co. is looking for an experienced brand-building champion, to help introduce our brand to an audience of Whiskey Drinkers across America. The successful candidate will help shape the ambition & strategy for the brand, then be a key driver of its execution and optimization – both across our organization, and with our many partners.
As a key member of both the Marketing Team, and the broader Commercial Team, the Bardstown Bourbon Co. Brand Manager will passionately build their capabilities in Leadership, Commercial Acumen and Brand Management. They will also play a key role in building organizational culture - through the way in which they engage our team, our partners, and our stakeholders.
Responsibilities
Strategy Development, Execution & System Engagement:
- Be a thought-leader in consumer insights; consistently understanding, monitoring, and reporting on consumer demographics, behavior and trends, as well as the evolving competitive landscape. Use this insight to optimize current programs and build stronger future brand strategies.
- Develop the annual Integrated Brand Plan, setting the ambition, strategy, tactics, and KPI’s which will build mental and physical availability for the brand in the coming year.
- Lead the quality execution of the Integrated Brand Plan by engaging and inspiring our full system behind the strategy, using robust project management skills to deliver key tactics and programs, and continuously monitoring performance against KPI’s to recommend optimizations to the plan.
Brand Management:
- Responsible for managing the brand’s annual P&L – optimizing strategy, investment, pricing & promotions across channels.
- Conduct After-Action Reviews on key initiatives and investments to drive continuous improvement.
- Support the New Product Development process, from packaging & label development through to developing coordinated activation & communication programs to maximize in-market success and earned media coverage.
- Lead day to day relationships with the brand’s key agency partners, ensuring momentum of key project deliverables, through strong project management and effective communication.
Omni-Channel Communications:
- Build and execute a fully integrated omni-channel communication program, as a core element of the Annual Integrated Brand Plan.
- Support planning and implementation of paid media/advertising across channels.
- Support creative media campaign ideation and development in accordance with brand standards and established objectives, as defined by the Group Brand Director.
- Lead the ideation, creation and execution of Full System Execution (FSE) programs (1-2 per calendar year), ensuring strong engagement and commitment across the network.
- Manage agency activity against budget, execution and KPI’s.
- Engage Field Sales Team on local media investment as needed.
- Lead reporting and analysis on engagement, audiences, and campaigns; with the ability to lead A/B testing according to insights from reporting.
- Deliver commercial programs to sales and distributor teams that support brand priorities.
- Oversee the creation and development of all sales materials, including POS, merchandise and selling information.
- Create content & user experiences in support of all the brand’s key initiatives - bringing our world (distillery, visitors center, products, people) to the audience, and the audience to our world.
Homeplace Support
- Assist the Hospitality and Events departments in marketing and coordination of tours, reservations, private events and functions.
- Work with the Homeplace team on product releases and PR opportunities.
Budget Management:
- Manage and optimize marketing budgets for the Bardstown Bourbon Co. brand, maximizing the ratio of working dollars in the overall mix, and ensuring no overspends versus agreed budget.
- Regularly track expenses, reporting on budget performance, and recommending adjustments as needed.
Analytics & Reporting:
- Having set the overall picture of success and KPI’s, monitor progress versus objectives - and routinely recommend optimizations based on insights as to what’s driving performance.
- Collect and analyze data on critical elements of the plan, including consumer awareness and engagement, brand sentiment, product availability, and rate of sale.
- Provide regular reports to senior leadership on the effectiveness of brand communications, activations and other core programs in the marketing mix.
Requirements
- Bachelor’s degree in marketing, Business, Communications or a related field, with an MBA qualification an advantage (but not a requirement for the role)
- 5+ years of experience in brand management, preferably within the CPG industry - with Spirits or Alcoholic Beverages experience an advantage (but not a requirement for the role).
- Exceptional written and verbal communication abilities, combined with strong interpersonal skills – to engage and inspire senior leadership, partners, cross-functional teams and other stakeholders.
- Strong to exceptional MS PowerPoint skills, combined with strong public speaking capabilities.
- Experience with managing media / creative agencies.
- Experience with media buying and evaluation.
- Understanding marketing metrics; able to interpret the results and take action to increase effectiveness of marketing and communications campaigns.
- Experience in SEO, PPC, and promoted campaigns.
- Design and photography skills are desired but not mandatory.
- Strong familiarity with the business applications of social media platforms.
- Self-motivated as well as strong team player.
- Excellent proof-reader and detail oriented.
- Proven experience in project management, being both deadline and detail oriented, and able to lead multi-functional teams to deliver complex projects to the market.
What We Offer:
- Competitive salary and benefits package.
- Opportunity to work with a passionate team in a fast-growing, well-respected bourbon brand.
The Bardstown Bourbon Company is committed to equality of opportunity in all aspects of employment. It is the policy of The Bardstown Bourbon Company 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.
