Brown-Forman
Head of Advocacy - Western Europe
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Meaningful Work From Day One
The Head of Advocacy, Western Europe defines and leads the advocacy strategy across the Brown-Forman portfolio, building brand equity, industry influence, and commercial impact throughout the region. This role will be a key member of both the Western Europe Marketing Leadership Team, as well as the EAA Advocacy Leadership Team.
Working closely with the EAA Advocacy Director and Western Europe Marketing Director, you will lead the region’s Advocacy team and partner with regional marketing, commercial, and distributor teams. This role ensures that global advocacy programs are executed with excellence - impacting at the right touch points.
We have the best global programming in the industry with the Jack work coming online, so delivering those programs, building capability across markets, and strengthening relationships internally, with Marketing and Commercial, and externally with key trade, media, and industry stakeholders including On Trade IKA stakeholders.
The role serves as the regional center of excellence for advocacy, ensuring best practice, consistency, and innovation across Western Europe.
What You Can Expect
Advocacy Strategy & Regional Leadership
- Develop and lead the Western Europe advocacy strategy, aligned to brand and commercial priorities.
- Execute with excellence existing platforms and programs including BAR FABRIC, WR GBE, Old Fashioned Month, Jack Creators, Jack Hours, etc.
- Identify emerging trends, opportunities, and partnerships that enhance brand influence and relevance.
- Align with EAA Advocacy M&E, ensuring consistency, market relevance, and return of objectives.
- Be an active member of the Divisional Advocacy team, bringing a strong voice to the needs of the region and the overall Divisional advocacy needs.
Team Leadership & Capability Building
- Lead, coach, and develop the Western Europe Advocacy team, providing direct leadership to the UK and France teams with matrix leadership across Italy and Iberia, empowering local teams while driving alignment on regional strategy, standards, and priorities.
- Build advocacy capability across Western Europe through training, mentoring, and sharing of best practices.
- Foster strong collaboration between advocacy, marketing, commercial, and distributor teams.
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Brand Advocacy & Industry Engagement
- Oversee flagship advocacy programs, events, and educational initiatives across priority brands.
- Build and maintain relationships with influential on-trade customers, bartenders, media, creators, and industry leaders.
- Act as a senior brand representative at key industry events and forums.
- Partner with PR and communications teams to amplify brand visibility and reputation.
Performance & Resource Management
- Manage advocacy budgets and resources effectively across the region.
- Evaluate program performance and identify opportunities for continuous improvement.
- Ensure initiatives are adaptable, scalable, and deliver measurable business impact.
What You Bring to the Table
- Extensive experience in advocacy, brand education, premium spirits, or luxury brands.
- Deep knowledge of the spirits industry, hospitality sector, and cocktail culture.
- Proven experience developing and executing successful advocacy strategies.
- Strong leadership experience with a proven track record of coaching and developing high-performing teams.
- Exceptional relationship-building, influencing, and stakeholder management skills.
- Strong communication, presentation, and storytelling abilities.
- Commercially minded, with the ability to connect advocacy activity to business outcomes.
- Experience working across multiple markets or regions.
- Experience working with distributor networks.
- Established network within the drinks and hospitality industry.
- Language other than English preferably French/Spanish/Italian.
- Willingness to travel across Western Europe and attend evening and weekend events when required.
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.
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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.
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Requisition Details
- Requisition Type: Employee
- Management Level: Leader
- Global Job Level: L3
- Number of Openings Available: 1
About Brown-Forman Corporation
Brown-Forman Corporation has been building exceptional spirits brands for more than 150 years, responsibly upholding our founding promise of “Nothing Better in the Market.” Our portfolio of premium brands includes the Jack Daniel’s Family of Brands, Woodford Reserve, Herradura, el Jimador, Korbel, New Mix, Old Forester, The Glendronach, Glenglassaugh, Benriach, Diplomático Rum, Chambord, Gin Mare, Fords Gin, Slane, and Coopers’ Craft.
With a team of approximately 5,400 employees worldwide, we proudly share our passion for premium beverages in more than 170 countries. Discover more about us at brown-forman.com and stay connected through LinkedIn, Instagram, and X.
Equal Employment Opportunity
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. Accommodations available upon request including an Interpreter.
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