Distillery & DTC Communications Specialist - Woodford Reserve & Old Forester

Brown‑Forman Corporation • Louisville, KY

13d

About The Position

This exciting role sits at the intersection of our iconic brands, world-class distillery experiences, and growing direct-to-consumer businesses. We're looking for a curious, creative marketer who is passionate about building meaningful consumer connections that deepen brand engagement, inspire Homeplace visitation, and drive DTC growth. If you thrive in a collaborative environment and enjoy turning great ideas into measurable results, we'd love to hear from you. The Distillery Communications & DTC Specialist leads the planning and execution of integrated communications and digital consumer engagement initiatives across Kentucky Homeplaces and Direct to Consumer channels. The specialist will help bring Homeplace/DTC priorities to life through email marketing, website content, organic social media, and paid media initiatives, while leveraging performance insights to continuously optimize the consumer experience and business results.

Requirements

• 3+ years working client and/ or agency side in media, ecommerce and/ or marketing communications disciplines
• CRM and content development experience, ideally in consumer goods
• Strong foundational knowledge and hands on experience in media, social, online video, CRM, search, website, data and analytics, content and ecommerce
• Exceptional written and verbal communication skills with strong attention to detail
• Excellent organization/project management skills, entrepreneurial spirit and results orientation
• Demonstrated ability to build and maintain collaborative, effective working relationships across functions with internal and external partners

Nice To Haves

• Strong copywriting skills, tone of voice and archetype application
• Combination of client and advertising agency experience
• Brand management, insights or another core marketing discipline

Responsibilities

• Leads development and execution of integrated communications plans to deliver a seamless consumer experience across the global communication ecosystem: brand/ecommerce websites, CRM, social and SEO to support Distillery & Direct to Consumer (DTC) objectives.
• Collaborates with Global/US Brand Teams, Woodford Reserve and Old Forester Distilleries, to identify needs, content and delivery. Develops annual communications calendar for owned channels aligned with priorities.
• Champions Distillery and DTC strategic communications initiatives that drive consumer engagement, visitation and sales conversion.
• Leads Distillery and DTC paid media efforts, including paid social and search, in partnership with internal stakeholders and external agencies. Owns Distillery/DTC organic social.
• Manages the brand website, ensuring accurate and engaging content, product details and distillery experience information. Partners with DTC leadership to support and maintain the DTC website, aligning updates and content across both properties.
• Serves as a brand steward, ensuring consistent application of brand positioning and tone of voice. Writes and edits compelling digital copy and oversees agency partner output to maintain quality and consistency.
• Champions continuous improvement in media efficiency and effectiveness through data-driven insights and optimization.
• Ensures all communications adhere to digital compliance standards and inclusive, responsible marketing best practices.
• Partners with the Global Brand and Distillery teams to leverage existing content for Distillery and DTC marketing communications.
• Leads creation of assets as needed, leveraging existing brand visuals and briefs any new creative needs to the brand team.
• Collaborates with internal creative teams and external partners to ensure high-quality, on-brand content delivery.
• Oversees CRM initiatives: managing the database, developing and executing strategies to drive recruitment and retention, including global welcome journey for both brands.
• Supports segmentation and personalization efforts to enhance consumer experience and increase conversion.
• Monitors incoming Distillery/DTC emails in partnership with department leaders, supports DTC consumer response.
• Utilizes reporting tools and programs to monitor and analyze performance of owned media and communications initiatives to provide actionable insights that influence future initiatives to drive consumer engagement and growth.
• Leverages website analytics and data to recommend optimizations that lead to increased engagement, conversions & order value.

Benefits

• equitable pay structures for individual and company performance
• premium employee experience
• range of premium benefits that reflect our company values and meet the needs of our diverse workforce

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed