Head of Advocacy - Western Europe

\n Head of Advocacy, Western Europe\n

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 programmes are executed with excellence – impacting at the right touch points. You will serve as the regional centre of excellence for advocacy, ensuring best practice, consistency and innovation across Western Europe.

What You Can ExpectAdvocacy Strategy & Regional Leadership\n

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• Develop and lead the Western Europe advocacy strategy, aligned to brand and commercial priorities.
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• Execute with excellence existing platforms and programmes including BAR FABRIC, WR GBE, Old Fashioned Month, Jack Creators, Jack Hours, etc.
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• Identify emerging trends, opportunities and partnerships that enhance brand influence and relevance.
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• Align with EAA Advocacy M&E, ensuring consistency, market relevance and return of objectives.
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• 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.
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Team Leadership & Capability Building\n

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• 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.
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• Build advocacy capability across Western Europe through training, mentoring and sharing of best practices.
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• Foster strong collaboration between advocacy, marketing, commercial and distributor teams.
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Brand Advocacy & Industry Engagement\n

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• Oversee flagship advocacy programmes, events and educational initiatives across priority brands.
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• Build and maintain relationships with influential on‑trade customers, bartenders, media, creators and industry leaders.
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• Act as a senior brand representative at key industry events and forums.
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• Partner with PR and communications teams to amplify brand visibility and reputation.
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Performance & Resource Management\n

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• Manage advocacy budgets and resources effectively across the region.
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• Evaluate programme performance and identify opportunities for continuous improvement.
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• Ensure initiatives are adaptable, scalable and deliver measurable business impact.
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What You Bring to the Table\n

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• Extensive experience in advocacy, brand education, premium spirits or luxury brands.
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• Deep knowledge of the spirits industry, hospitality sector and cocktail culture.
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• Proven experience developing and executing successful advocacy strategies.
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• Strong leadership experience with a proven track record of coaching and developing high‑performing teams.
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• Exceptional relationship‑building, influencing and stakeholder‑management skills.
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• Strong communication, presentation and storytelling abilities.
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• Commercially minded, with the ability to connect advocacy activity to business outcomes.
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• Experience working across multiple markets or regions.
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• Experience working with distributor networks.
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• Established network within the drinks and hospitality industry.
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• Language other than English, preferably French, Spanish or Italian.
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• Willingness to travel across Western Europe and attend evening and weekend events when required.
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