Brand Manager Jack Daniel's RTD

Location:Greater London

Reporting to: Marketing Manager - Jack Daniel’s Tennessee Whiskey & RTD

Location: London, England


At Brown-Forman, we enrich the experience of life, in our own way, by responsibly building beverage alcohol brands that thrive and endure for generations. Brown-Forman is one of the largest American-owned spirits and wine companies and among the top 10 largest global spirits companies. By expertly combining five behaviors (Be Curious, Be Courageous, Be Collaborative, Be Creative, Be a Champion) with our vision and purpose, we seek to create an enduring and growing Brown-Forman UK.

The Jack Daniel’s RTD Brand Manager is responsible for managing the profitable growth of the Jack Daniel’s RTDs range for the UK market as well as delivering key TW (Tennessee Whisky) projects. The RTDs range is a key contributor to growth for the UK and is envisaged to keep a strong momentum over the next 3 to 5 years. Significant progress in strategic thinking and internal focus are required to deliver on the BF UK’s ambition for this part of the portfolio.


Ownership of the brand’s RTDs portfolio P&L

  • Monitor brand performance against sales forecasts. Determine corrective actions where necessary in conjunction with Sales and Customer Team Marketing counterparts.

  • Continuously champion and challenge organisation for speed as the RTDs business is much faster rotating business requiring agility and prompt action. ​

A&P management and optimization for the RTDs business

  • Spend time in trade to understand practical implementations of all marketing activities.

  • Responsible for delivering post-evaluations of all brand-led spend across the portfolio, reviewing short and long term impact against agreed KPIs. Developing and Executing Brand Plans


  • Support Marketing Manager with the development of a RTDs portfolio strategy for the market, looking at Pack and Pricing architecture to help maximise growth over the next 5 years. Leverage Demand Landscape to validate the biggest source of growth for the future and making sure that consumers needs are truly met.

  • Support Marketing Manager with the annual Brand Business Plan process to deliver 3 years Top Line and Profit growth ambition defined in the RTDs portfolio strategy.

Planning Innovation

  • With the support of BBI, identify local NPD rooted in consumer insights and/or identified category opportunity. Evaluate and size opportunity for the UK market, in collaboration with the category team.

  • Work closely with the global team to make sure the market needs are included in the NPD process.

Brand Plans Implementation

  • Lead the briefing, development and implementation of any local brand creative, or global creative adaptation.

  • Lead the development of key brand campaigns which can be executed Through the Line and across channels by the Customer Marketing Team. Provide the Customer Marketing team with the tools to roll out, implement and adapt according to customers needs and requirements. Agree/Align on KPIs for such campaigns and resources to support

Business Partnering

  • Be the RTDs Global Brand Team interface. Influence global creative assets development so they are fit for purpose for the UK.

  • Work closely with the other Jack’s brand managers to develop an understanding of the overall trademark, and make sure that a portion of the full strength brand communication is dedicated to promote the relevant RTDs flavour.

What would we like you to have?

  • A degree in marketing and/or minimum 4 years relevant experience

  • Proven track record of successfully delivering brand growth in a highly competitive environment.

  • Previous experience of leading multiple agencies and cross-functional teams.

  • Previous experience of managing digital campaigns.

  • Commercial acumen, P&L literate

  • Prior Experience in wine and spirits or luxury FMCG industries

Total Rewards

Total Rewards at Brown-Forman is designed to engage our people to ensure our sustainable and profitable growth for generations to come. As a premium spirits company, we offer premium and equitable pay & bonus for individual and company performance.

We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce. In Brown-Forman UK, some highlights of the competitive benefits we offer include, but not limited to are medical/dental insurance, flexible-working options, product allowance and gym membership; along with global career opportunities.

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.

Business Area: International

City: London


Country: GBR

Req ID: JR-00001302