Quote from Hiring Manager eCommerce is one of the most dynamic spaces in our industry, and this role has the opportunity to shape how some of the world’s most iconic spirits brands win in the digital environment. We’re looking for someone who combines commercial thinking, digital expertise and curiosity, and who loves turning insights into action. Meaningful Work From Day One At Brown-Forman, we believe great people build outstanding brands. As eCommerce Manager, Australia, you will be our go-to eCommerce expert, helping shape how our brands show up, perform and grow across Australia’s rapidly evolving digital commerce landscape. You will be accountable for developing long-term partnerships with Brown-Forman Australia's online and digital customers, and for end to end build and execution of the company's retail media and digital omni channel strategies with Australia's largest liquor retailers. You’ll connect the dots between consumer, customer, brand and commercial performance, translating data and insights into strategies that build digital visibility, conversion and profitable commercial growth. Working across Sales, Marketing, Customer Marketing, Category/Insights, Finance, Supply Chain, agencies and global teams, you’ll help build eCommerce capability across the business while ensuring our brands deliver an outstanding experience wherever consumers shop online. This evolves the existing Australian role, which already positions the eCommerce Manager as ANZPI's eCommerce expert spanning strategy, digital shelf, customer planning, paid search, campaign integration, B2B/B2C email and agency management. What You Can Expect Shape our eCommerce strategy
- Lead the development and ongoing evolution of Brown-Forman Australia's eCommerce strategy and priorities.
- Translate brand,



consumer and retailer strategies into clear and commercially focused integrated eCommerce plans.
- Identify emerging digital-commerce opportunities, shopper behaviours and platform developments that can accelerate growth.
- Champion a test-and-learn mindset, using performance data to continually improve execution. Drive commercial performance
- Drive growth across the three pillars of Australian liquor eCommerce: eCommerce Specialist retailers (marketplaces and pure-play online retailers), retailer online (Dan Murphy's, BWS, Liquorland), and ultraconvenience/on-demand delivery (Uber/Doordash).
- Partner with Sales and Account teams to develop and execute integrated eCommerce plans for key retailers, bringing together brand priorities, retailer strategy and opportunities and shopper insights.
- Support the effectiveness of eCommerce investment, including retail media and paid-search activity –implement plans, monitor performance, identify risks and opportunities, and translate insights into clear recommendations and actions.
- Own Brown-Forman's retail media strategy and annual investment plan with key retail customers across onsite, offsite and in-store placement.
- Commercial accountability for eCommerce channels and select marketplace and pure play accounts. Build powerful customer, external and internal partnerships
- Build trusted relationships with key eCommerce customers, platforms, agencies and partners.




- Act as lead Brown-Forman point of contact for eCommerce Specialist customers, and for online and ultra-convenience channels.
- Integrated approach to customer and internal planning, working closely with key retailer leads to embed eCommerce planning within jointly delivered JBPs, annual and longer term internal and external customer plans.
- Partner with media agencies alongside brand team to ensure brand promotions at the retailer are amplified through the right paid channels, including search, social and programmatic
- Bring an eCommerce perspective into brand, customer and commercial planning conversation.
- Collaborate across Sales, Marketing, Trade Marketing, Insights, Finance and Supply Chain to turn opportunities into action.
- Connect with Brown-Forman's regional and global eCommerce community, sharing Australian insights while bringing relevant global best practice into the market. Win at the digital shelf
- Raise the standard of how Brown-Forman brands appear and perform across customers' digital environments.
- Lead digital-shelf excellence across areas including product content, discoverability, search, availability and conversion opportunities.
- Work with brand teams, content partners and agencies to deliver high-quality, platform-appropriate assets and experiences.
- Ensure eCommerce execution aligns with Brown-Forman marketing principles and relevant compliance requirements. Turn data into action
- Establish meaningful measures of eCommerce performance and use them to guide priorities and investment.
- Analyse performance to understand what is working, what is not and where the next growth opportunity lies.
- Deliver clear, compelling performance updates and recommendations to stake

📌 e-Commerce Manager (Cairns)
🏢 Brown Forman
📍 Cairns