Multi-Cultural Integrated Consumer Experience Manager, US

About the Role

Key Responsibilities

• Lead the development and/or oversight of inclusive multicultural communications strategies, leveraging deep consumer insights, cultural intelligence, and authentic storytelling to resonate with diverse audiences.
• Proactively identify emerging cultural trends and consumer behaviors to inform communications audience segments and strategies for brand growth.
• Partner closely with brand marketing and regional marketing teams to drive integrated communications campaigns across various paid and owned channels, ensuring authentic messaging and brand representation across multicultural segments.
• Build and maintain strong relationships with key multicultural influencers and agencies to amplify brand messaging.
• Evaluate and select appropriate partners based on brand alignment and audience reach.
• Oversee the development and adaptation of engaging and culturally relevant content across paid and owned channels, ensuring adherence to brand guidelines and cultural nuances.
• Track and analyze key performance indicators (KPIs) to measure the effectiveness of multicultural marketing initiatives and provide insights for optimization.
• Develop and/or oversee comprehensive reports on campaign performance to stakeholders, offering data-driven learnings and optimizations.
• Collaborate effectively with cross-functional teams, including brand marketing, regional marketing, and trade marketing teams, to ensure seamless alignment of multicultural initiatives with overall business goals.
• Serve as a subject matter expert, guiding and educating internal teams on multicultural best practices.
• Stay abreast of industry trends, cultural movements, and best practices in multicultural marketing and communications to inform strategy and innovation.

Requirements

• Bachelor's degree in Marketing, Communications, or a related field.
• At least 7 years of proven experience in multicultural marketing or communications, preferably within the CPG or spirits industry.
• Demonstrated experience in developing and executing successful, integrated multicultural campaigns.
• Experience managing agency relationships and external partners.
• Exceptional understanding of diverse consumer segments, their cultural nuances, media consumption habits, and preferred communication channels.
• Superior communication (written and verbal) and interpersonal skills.
• Strong familiarity with media planning and buying processes across traditional, digital, and social platforms, including emerging multicultural media.
• Advanced analytical skills with the ability to interpret complex data and glean actionable insights.
• Proficiency in Google and/or Microsoft platforms & tools: Word/Docs, Slides/PowerPoint, Excel/Sheets.
• Demonstrated project management skills with the ability to manage multiple projects simultaneously and meet deadlines.
• Strategic thinking with the ability to connect multicultural initiatives to broader business objectives.

Nice to Have

• Experience working at a marketing agency focused on multicultural marketing.
• Bilingual in English & Spanish.

Qualifications

• Bachelor's degree in Marketing, Communications, or a related field.
• Master's degree a plus.

Benefits & Perks

• Total Rewards at Brown-Forman designed to engage employees and ensure sustainable growth.
• Equitable pay structures for individual and company performance.
• Range of premium benefits reflecting company values and meeting diverse workforce needs.