Karin
USA Brand Management Director for the Jack Daniel’s Family of Brands
Louisville, KY
My Job
"I am responsible for helping to lead the successful implementation of brand strategy to and from the field, at the division, state, and national account level for the JD family of brands. My focus is to understand the impact of marketing investments on several business metrics (e.g., market share, sales/revenue, margins) and collaborate with our sales organization to prioritize the brand strategies and investments by market. I also work to ensure consistency of planning and evaluation across all national brand initiatives."
My Motivation
"Building the Jack Daniel’s family of brands to be the most valued spirits brands in the U.S."
My Contribution
"Help enable great execution by translating brand strategies into operational realities and applying cross-disciplinary knowledge to bear on issues and opportunities. I keep a sharp focus on the balance between short and long-term objectives and collaborate with our sales organization to manage resources across territories, channels and consumer segments to fulfill annual business plans and maximize return on investment."
What I love about Brown-Forman
"The people, the brands, the high energy, and the competitive environment that we work in; and the products - enjoyed responsibly of course!"
My Environment
"Brown-Forman is extremely forward thinking and fosters an innovative culture that allows marketers to look forward, rather than relying so heavily on historical models. They encourage new thinking, new initiatives, new brand building models and look to find the optimal way to blend them with the old.."
Opportunity
"Brown-Forman recognizes that people underpin the success of the organization and they truly invest behind the goal of having and keeping the best talent in the industry."