Marketing Manager RTD
Brown-Forman
Marketing Manager RTD
Brown-Forman
Produces and sells whiskey, vodka, wine
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Quote from Hiring Manager
"This role is the growth engine for our RTD transformation in Japan. You will take the world's most iconic whiskey trademark and build a bold, culturally relevant, premium RTD portfolio from the ground up in a growing market."
Meaningful Work From Day One
The Marketing Manager, Jack Daniel’s RTD leads the strategic development and pipeline execution of our Ready-to-Drink (RTD) portfolio in Japan, specifically driving the highly anticipated RTD Project. This role owns the end-to-end brand strategy, consumer insights, and aggressive innovation roadmap required to successfully launch and sustain our premium RTD offering and future liquid territories.
What You Can Expect
● Strategic Architecture: Own the multi-year brand roadmap for Jack Daniel's RTD, expanding our presence from the core unflavored highball into a holistic category strategy.
● Innovation Delivery: Lead the innovation pipeline from concept development through rapid commercialization (12 months end-to-end). Establish a consistent pipeline of new innovations concepts and manage multiple annual launches to support overall portfolio growth.
● Cross-Functional, Global Collaboration & Project Management: Serve as the central partner to the Global Brand Teams, Supply Chain, and regional leadership to ensure full operational alignment and resource protection for the core whiskey portfolio.
● Portfolio Diversification: Evaluate and model high-premium opportunities within adjacent segments like Chu-hai and non-Jack trademarks to capture incremental market value pools.
● Marketing & A&P Management: Oversee the management of A&P budgets, ensuring efficient spend across the brand portfolio. Implement post-evaluations of brand-led spend and marketing activities to improve future campaigns.
● Brand Campaigns & Activation: Lead the development and implementation of key brand campaigns. Work with marketing and trade teams to adapt campaigns for various channels and customer needs, ensuring KPIs and resources are aligned.
● P&L & Performance Ownership: Maintain strict commercial rigor over the RTD brand health, evaluating product velocity hurdles within the CVS and Supermarket channels to mitigate delisting risks.
What You Bring to the Table
● Experience: 7+ years of brand management experience in the FMCG or Beverage Alcohol sector in Japan, with deep operational knowledge of the local RTD landscape.
● Language: Native/Fluent Japanese and professional fluency in English (both speaking and writing).
● Analytical Rigor: Exceptional ability to interpret category data (e.g., Intage, IWSR) to synthesize realistic size-of-the-prize valuations and defend premium pricing structures.
● Stakeholder Influence: Advanced communication skills with a proven track record of influencing cross-functional teams (Sales, Finance, Supply Chain).
● Tech Savvy: High proficiency in MS Office and standard brand tracking platforms.
What Makes You Unique
● Deep expertise in managing the aggressive lifecycle and quick-turn innovation cycles typical of the Japanese CVS channel, with a proven formula for keeping permanent SKUs alive past the 6-month threshold.
● An entrepreneurial, builder mindset that can successfully launch a major corporate project under tight timeline constraints, balancing immediate commercial pressures with long-term brand equity.
● A masterful command of local liquid trends, flavor dynamics, and food-pairing insights, with a clear understanding of how to premiumize unflavored profiles in a historically price-sensitive market.
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.
#LI #jackdaniels
Requisition Type:
EmployeeManagement Level:
LeaderGlobal Job Level:
L3Number of Openings Available:
1Produces and sells whiskey, vodka, wine
Brown-Forman is a major American-owned spirits and wine company that sells well-known brands such as Jack Daniel's, Woodford Reserve, Old Forester, Tequila Herradura, Finlandia vodka, and Korbel wine. It operates by producing and marketing a portfolio of branded alcoholic beverages that are distributed worldwide, in more than 160 countries. The company's products are sold under multiple label brands across categories like whiskey, tequila, vodka, liqueur, and wine, supported by global marketing, distribution, and responsibility programs. Brown-Forman differentiates itself through its large, diverse brand portfolio, extensive global reach, and focus on responsible consumption and community involvement. Its goal is to maintain leadership in the global spirits and wine market, grow shareholder value, and promote responsible drinking and sustainability across its operations.
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