Brown-Forman
Channel Customer Marketing Manager On Trade
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Our Interdependent Brand Clusters (Bolster Momentum; Accelerate & Stepchange; Seed for the Future) and our Make It A Double ambition require an agile and flexible approach to Customer Marketing. We must recognise the differing ways in which we market and sell these Clusters and develop Teams and skills that can translate our Brand Plans and Vision into P&L driving shopper/consumer engagement. As Customer Marketers we occupy the open-ended space between Brands and Sales and must seek to proactively drive the business forward. To ensure that through thought leadership, influencing and proactivity that Customer Marketing is helping to shape the Sales & Marketing mix at Channel and Customer level.
Meaningful Work From Day One
The Channel Customer Marketing Manager is a key member of the Sales Team, reporting into the Head of Customer Marketing. The position leads a team of direct reports, with responsibility for the interdependent Strategic direction for BF Portfolio of brands Through and Below The Line, contributing to profitable growth across the business. The role partners with Sales channels in developing compelling consumer and customer-centric marketing plans across a portfolio of brands, which will deliver against commercial targets in a competitive environment. The role requires managing the short and medium-term value and forming strategic relationships with key customers and internal stakeholders.
The role will require demonstrating building the customer marketing capabilities of the team as well as ensuring that your team meets key customer planning cycles and delivers insight-driven activation which maximizes value and ROI to the business, the consumer and the customer. The role requires the ability to build relationships across the business and work in collaboration with marketing, sales, purchasing, finance and category teams. Success for this position is dependent on a strong drive to deliver progressive, tangible results, excellence in communication and influencing skills and bold, entrepreneurial thinking. This position will be required to travel 40% of the time.
The working style for this role is 4 days a week in the office with Fridays working from home.
What You Can Expect
Sales Leadership & Accountability
- Active member of the extended commercial team helping to shape the path towards achieving our Targets in the Channel.
- Understand the Channel and Customer P&Ls, the drivers and drainers and how Customer Marketing can help shape this.
- Act as a trusted advisor to other Managers to stimulate discussion and collaboration and drive better decision making.
- Collaborate with internal KSH on building an omnichannel Activation plan, identifying business opportunities and developing appropriate tactics and strategies.
Team Management & Development
- Provide strong & visible leadership, coaching and development to the team
- Engage the team in the company's vision and ambition to ‘Make It A Double’, motivating the team to make active contributions to delivering this.
- Create a winning team who are motivated and passionate to deliver best in class Customer Marketing activations.
- Provide the team with clear direction on key priorities across the portfolio and day to day support on key projects.
- Support team development with on-going appreciative & constructive feedback.
- Act as a role model of B-F values - lead a diverse and inclusive culture where different perspectives are encouraged, and individuals feel connected and valued.
Business Development
- Work collaboratively cross channel as a Customer Marketing community to build plans that support the delivery of the commercial financial targets versus annual budget for each of the Brands and Clusters (Build Momentum, Accelerate & Seed).
- Overall accountability for driving the annual activation agenda for the Channel assigned by aligning with business goals, setting customer activation direction and priorities in full collaboration with all internal and external KSH.
- Understand consumer vision and brand proposition for each brand in the portfolio. Ensure that each brand proposition is brought to life through customer activation plans.
- Safeguard that brand’s distinctive creative assets & toolkits are used correctly within marketing programs and ensure that our activations plans work within Customer guidelines.
- Challenge agency partners to continue to deliver best in class customer activations which excites consumers at the point of purchase or consumption.
- Input (when required) into Product and Marketing innovation to expand portfolio footprint to new customers and occasions.
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Strategic Guidance
- Support the Channel on managing customer P&L’s – optimizing our interdependent portfolio strategy through our clusters, recognising the differences in how we sell and invest across the brands.
- Understand how our Activations make a difference. How our investment, pricing & promotion, Channel & SKU mix strategy and other drivers of the P&L, effect and drive B-F UK value agenda.
- Translate the brand proposition into customer marketing activations to grow P&L for the brand portfolio and customer. By collaborating with Consumer Marketing and Sales teams to ensure the consumer proposition clearly links to shopper and customer propositions.
- Active contribution to the monthly CBRs and proactively recommend actions to address risks and opportunities versus budget.
- Contribute to the situation analysis of the customer and business issues and opportunities across the portfolio to inform consumer and channel activation strategies & plans to unlock volume and value growth.
- Guide your team in investment decision and customer planning choices via an understanding of the channel profitability and mix including short- and long-term opportunities.
- Accountable for managing the overall Channel/ Customer/ Brand budget across customer marketing activities. Ensure resources are allocated against key brands and business growth drivers by aligning with Brand and Sales. Confirm that the team’s investment decisions are spent on activations with the highest return on investment and are also prioritized by customers.
- Help to deliver a comprehensive evaluation of Activations to ensure that they deliver against agreed KPI’s, Critical Success Factors and ROI (ensure that evaluation learnings are built into the next planning cycle). Ensure that all activities have KPIs completed and signed off prior to spending being committed.
Business Partnering
- Develop key interdependent customer relationships with Customer Buying, Category, Marketing and Digital teams to ensure that our brand / shopper activations are the strongest within the category.
- Ensuring that you and your team have a deep level of consumer and customer understanding to inform customers plans and take into consideration customer strategies and objectives.
- Proactively seek buy-in and gain approval from the SLT and UKLT on key projects.
- Partner within our Operations Calendar to ensure the timely delivery of brand & consumer executables to our Customers
- Work with the Finance and IMC teams to review full marketing evaluations and make recommendations for any changes that might benefit further activation plans.
- Liaise with Account managers on the compliance and execution of activation plans in store and in outlet. Collaborate in the reviewing of the effectiveness of all customer activities.
- Actively and regularly visit the trade including concept stores, seminars and champion adopting a local store/outlet to partner with. Gain in-depth understanding of the operational challenges of retail on a day to day basis.
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What You Bring To The Table
- Demonstrable leadership experience in Customer Marketing in the On-Trade
- Proven track record of successfully working in the space between Consumer Marketing and the Customer’s outlet, developing strategies that deliver brand growth in a highly competitive environment.
- Demonstrable ability to lead a team and influence across internal and external KSH.
- Ability to utilize a mix of strategic and tactical planning skills.
- Strong interpersonal skills; Open and collaborative and able to develop and maintain effective working relationships with all levels of internal and external contacts and with diverse cultures.
- Strong commercial acumen.
- Able and willing to travel within the UK (occasional internationally) and attend evening and weekend events when needed.
- Prior experience in beer, wine and spirits or FMCG companies.
What Makes You Unique
- Understanding of the Path to Purchase and how Customer Marketing can seek to lead the agenda from both ends (Brands & Sales)
- Great analytical skills, commercially savvy and solution focused.
- Excellent presentation skills and translating financial information in a clear, concise and visually appealing way.
- Self-starter with proven ability to identify issues and projects, plan and prioritize with demonstrated ability to organize and manage multiple projects to completion by specific deadlines.
- Superior communication skills (influencing, listening, presentations, written).
- Collaborative team player, with conflict management skills.
- Adaptable, flexible and resilient.
Who We Are
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.
What We Offer
Total Rewards at Brown-Forman is designed to engage our people to ensure sustainable and profitable growth for generations to come. As a premium spirits company, we offer equitable pay structures for individual and company performance alongside a premium employee experience. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.
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Brown-Forman Corporation is committed to equality of opportunity in all aspects of employment. It is the policy of Brown-Forman Corporation to provide full and equal employment opportunities to all employees and potential employees without regard to race, color, religion, national or ethnic origin, veteran status, age, gender, gender identity or expression, sexual orientation, genetic information, physical or mental disability or any other legally protected status.
Business Area: Europe, Africa, APAC Division
Function: Trade Marketing
City: London
State:
Country: GBR
Req ID: JR-00010245
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