Brand Manager Bourbon Company

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 bardstownbourbon. com and 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.

ResponsibilitiesStrategy 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.

• 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.

• 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.

• 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.

• 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.

• 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.