Trade Advocacy Director

Current Employees, Consultants, and Agency Partners

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The Advocacy Director is responsible for development and implementation of strategic advocacy plans, building relationships with key industry stakeholders, and driving initiatives to influence brand perception amongst the on-trade. This role is responsible for talent recruitment and development. Supporting the US with a focus on the Jack Daniel’s trademark the role will increase the physical availability of our brands in the on-premise as well as increasing their mental availability amongst internal colleagues, distributor partners, consumers and the global bartending network.

The role is highly networked with Global and US&C Advocacy teams and expected to influence across Marketing, Advocacy and Commercial functions. This is a strategic as well as entrepreneurial role that carries the responsibility of growing and accelerating brands.

• Lead development of Advocacy strategy for Jack Daniel’s, Woodford Reserve and Herradura Identifying current and future needs for consumers, on-trade and retail advocacy across the US.
• Lead development of content and tools to increase impact, consistency and efficiency of brand trainings done internally and externally.
• Lead recruitment and development of a team of brand ambassadors, through optimisation and alignment of Ways of Working, including structure, Onboarding, Training and Development.
• Develop and connect a vibrant and influential Brand Advocacy community.
• Partner with Europe and EI Advocacy Council to promote agility via best practice sharing, compelling content creation & continued evolution of the Advocacy discipline.
• Support hiring of B-F/Agency Brand Ambassador and Trade Advocate candidates as needed.
• Plan, recommend & manage the Advocacy budget and how/where to apply resources as part of resource planning, overseeing development of investment for influence in key markets.
• Build consistent metrics around advocacy effectiveness and impact to better understand "Advocacy ROI".
• Lead/enable (as appropriate) strategic planning of key Advocacy campaigns.
• Oversee development of “Key City” on premise segmentation and target account lists in priority markets, including international “Advocacy” groups.
• Lead advocacy trend spotting and insight, keeping abreast of emerging trends, technologies and influencers (consumer and trade) and work with teams to identify strategies and action plans.
• Lead development of new ways of working and doing Advocacy, including the application of digital to Advocacy development to broaden mental and physical availability.
• Co-lead/advise (as appropriate) planning of key Advocacy trade fairs and evaluation of programming.
• Represent Brown Forman as Advocacy Leader at key, high profile trade events in markets.
• Budget Management:
  Manage the trade marketing budget effectively, ensuring optimal allocation of resources to maximize ROI. Monitor expenses, track performance metrics, and provide regular updates on budget utilization.
• Strong understanding of trade channels, retail dynamics, and shopper behavior.

• 7-10 years relevant experience working in the drinks, hospitality or luxury goods environment.
• At least 5+ years’ experience in trade advocacy in a multi-national spirit/wine/beer company with matrix organization.
• Strong written and spoken presentation skills.
• Exceptional communication and interpersonal skills, with the ability to collaborate effectively with key stakeholders from multiple business units and at all levels of the organization.
• Excellent…