Channel Customer Marketing Controller - Off Trade

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.

Quote from Hiring Manager

The Channel Customer Marketing Manager Off Trade leads the strategic Customer Marketing direction for the Brown-Forman portfolio of brands within the UK Off-Trade Channel. This pivotal role contributes to profitable growth for Brown-Forman and our customers.

Meaningful Work From Day One

The role leads, inspires and empowers a team of 4 direct reports. Responsibility includes 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 and the customer.

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

This role is 4 days a week from our modern office in Fitzrovia in central London with Fridays working from home. Internally the title will be Channel Customer Marketing Manager
- Off Trade.

What You Can Expect

Value Creation

Translate the brand proposition into shopper / 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

Support the Off Trade Sales team on managing customer P&L’s by contributing to the monthly commercial business reviews and recommend actions to address risks and opportunities versus budget

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

Guide your team in investment decisions and customer planning choices via an understanding of channel profitability and mix

Oversee the evaluation of shopper activations to ensure that they deliver against agreed KPIs and ROI

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 / shopper activations remain the strongest within the category

Ensure you and your team 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, with a key focus on stepping on our Online and Convenience growth plans

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

Drive for Results

Lead the development of the Off-Trade Customer Marketing strategy to deliver annual commercial targets versus the annual budget

Overall accountability for driving the annual activation agenda for the Off-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 retail on a day to day basis

Lead & Inspire

Create a winning team who are motivated and passionate to deliver best in class, premium shopper activations which meet the company’s requirements

Provide the team with clear direction on key priorities across the portfolio and day to day support on key projects

Provide strong & visible leadership, coaching and development to the team

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

What You Bring to the Table

A senior, seasoned Off-Trade Customer Marketer with a background in FMCG/Spirits

A proven track record of developing compelling customer centric marketing plans across a portfolio of brands which deliver against commercial targets in a competitive environment

Strong and proven commercial skills

Agency and budget management experience

Influencing…