Senior Customer Marketing Manager - Trade

Overview

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.

As a senior member of the Customer Marketing team you will be responsible for maximising value and commercial impact for our portfolio of brands with key On Trade Customers. In addition, you will be responsible for driving the activation strategies for your assigned channels and / or group of On Trade customers within the UK market. You will be an experienced Customer Marketer, who has demonstrated the ability to combine a strategic business approach while managing multiple projects at any given time.

The role requires the ability to efficiently manage and prioritise your own workload within the assigned channel / group of customers. Leadership will be required to identify the strategic customers and programs which align with the overall business goals, and seamlessly integrate with the other channels.

This influential role requires the ability to build relationships across the business, collaborating with brand marketing, sales, supply chain, procurement, finance and category & insights teams, as well as form and cement strategic relationships with key customers.

The working style for this role is 4 days a week out of our modern office in Fitzrovia in central London with Fridays working from home.

Value Creation

Translate the brand proposition into customer marketing activations that grow the P&L for the brand portfolio and customer by collaborating with Brand Marketing to ensure the consumer proposition clearly links to shopper and customer propositions

Accountable for managing budget across customer marketing activations, ensuring resources are allocated against key brands and business growth drivers by aligning with Brand Marketing and Sales

Evaluate activations to ensure that they deliver against agreed KPIs, critical success factors and ROI. Apply customer-specific learnings and insights into the annual planning cycle.

Strategic Relationships & Partnerships

Maintain our leading position in brand activation within our key customer base

Develop key customer relationships with customer buying, category and marketing teams to ensure that our brand /on-trade activations are the strongest within the category

Ensure you have a deep level of customer understanding to inform customers plans and take into consideration customer strategies and objectives

Partner with Brand Marketing to ensure the timely delivery of brand and customer executables to our Sales and National Account teams

Liaise with Account Managers on the execution of activation plans with an omni-channel approach

Work with the Sales and /Finance teams to evaluate activations and make recommendations for any changes that might benefit further activation plans

Delivery

Deliver the customer plans on time and on budget and ensure that they contribute to the overall delivery of the commercial target set by the company, measured through forecast review and EPOS performance

Activation delivery to the pre-agreed evaluation criteria from KPI’s and critical success factors

Personal performance measured through feedback, annual reviews and monthly check-ins

Support the On Trade Channel Customer Marketing Controller in the development of the On-Trade Customer Marketing strategy to deliver annual commercial targets versus the annual budget

Support the annual activation agenda for the On-Trade channel, aligning with business goals, setting customer activation direction and priorities

Understand the consumer and brand proposition for each brand in the portfolio, ensuring that each is brought to life through customer activation plans

Challenge agency partners to continue to deliver best in class customer activations which excites shoppers at the point of purchase

Actively and regularly visit the trade, and gain an in-depth understanding of the operational challenges of the On-Trade on a day to day basis

Be a champion for the On-Trade and for Customer Marketing - passionate to deliver best in class, premium On-Trade activations which meet the company’s requirements

Provide support to the On Trade Channel Customer Marketing Controller, delivering against the key priorities across the portfolio and day to day support on key projects

Act as a role model of Brown-Forman values, lead a diverse and inclusive culture where different perspectives are encouraged, and individuals feel connected and valued

Qualified in brand / customer and / trade marketing, with prior relevant experience in FMCG/ Spirits

Customer understanding and…