Job Information
Brown-Forman Customer Marketing Manager - Impulse in London, United Kingdom
Quote from Hiring Manager
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 in to 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
As a member of the Customer Marketing team, you will be responsible for maximising value and commercial impact for our portfolio of brands with key Customers. In addition, you will be responsible for driving the activation strategies for channels/groups of customers.
The role collaborates with key stakeholders across sales, Brand Marketing, CCS (Category & Commercial Strategy) and IMC (Integrated Marketing Communications) to develop best in class activation strategies and execution in the assigned group of customers such as but not limited to Impulse. The scope of this role also covers the creative development, outlet focused media planning and onsite activity execution which aligns with a customer fascia approach.
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, as well as being in your comfort zone working seamlessly with cross-functional teams.
What You Can Expect
Business Development
Develop key customer marketing plans to deliver annual volume and value targets. This is achieved by the development and implementation of customer strategic activations that address the brand portfolio, consumer and customer challenges, plus opportunities.
Prioritise key tasks across the Impulse channel.
Lead, manage and evolve customer-centric strategy to optimise B-F presence in CET (Category Entry Points) as well utilising B-F developed Category Vision.
Contribute to the monthly business planning review highlighting any opportunities or risks associated with your customer marketing plans.
Understand consumer vision and brand proposition for each brand in the portfolio. Ensure that each brands’ proposition is brought to life through customer activation plans.
Using brand developed distinctive assets and toolkits, manage agency partners to create customer activity briefs: including design, POS, sales promotion, timings and budgets.
Be the strategic lead for a specific Full System Planning platform across the Prestige channels.
Provide thought leadership, consultation and strategy on how Brown-Forman is the go to partner for customers digital programs. Represent operational point of view when consulting and collaborating with the wider IMC team.
Strategic Guidance
Support the Sales team in the management of customer P&L’s through understanding the impact your customer marketing activities have in contributing to driving B-F UK value agenda. Use Customer Contribution modelling tools to inform decision making around investment levels required for activations.
Translate the brand proposition into customer marketing activations to grow P&L for the brand portfolio and customer, by collaborating with Consumer Marketing teams to ensure the consumer proposition clearly links to consumer and customer propositions.
Provide strategic input and lead for Full System platforms which will be implemented across the assigned Prestige customer / channel base.
Input into the situation analysis of customer, business issues and opportunities across the portfolio to inform the customer and channel activation strategies, and plans to unlock volume and value growth.
Manage and track customer marketing activations budgets vs agreed brand and customer spends, ensuring that all activation stays within budget and customer remit. Be a champion for a brand budget consolidation at each month end.
Pre & post evaluate outlet activations to ensure that they deliver against agreed KPI’s, Critical Success Factors and ROI. Input activity insight and customer-specific learnings into the development of annual cycle plans.
Business Partnering
Develop long term key customer relationships with Customer Buying and Marketing teams to ensure that brand / customer activations are meeting customer strategies and challenges.
Have a detailed understanding of your customer remit with whom you will be responsible for creating activation plans for.
Work with sales teams on the execution of activation plans and collaborate in the reviewing of the effectiveness of all customer activations.
Share activation evaluations and Customer Contribution modelling with your Customers and work in partnership to gain greater efficiencies and value.
Actively and regularly visit the trade including outlets, seminars and champion adopting an outlet to partner with. Gain an in-depth understanding of the operational challenges of retail on a day to day basis.
Seek buy-in and gain approval from Channel Marketing Manager, Department Heads and Leadership Team (when applicable) on key projects.
Partner with BBI (Brand Business Intelligence) to ensure insights, merchandising, ranging principles are considered within activations.
Ensure launch plans, activation compliance and all activity programs remain aligned to brand and channel activation strategies.
What You Bring to the Table
Qualified in marketing, customer marketing and On Trade, with prior relevant experience.
Good interpersonal skills; able to develop and maintain effective working relationships with all levels of internal and external contacts and with diverse cultures.
Project management, including budget and team resource planning.
Excellent commercial acumen.
Excellent analytical and conceptual skills, being able to translate insight into new ideas, strategies and recommend changes for growth.
Talent developer in a diverse culture - demonstrated commitment to providing regular, constructive feedback to teams.
Prior experience in beer, wine and spirits, trade operational experience or FMCG companies.
What Makes You Unique
Excellent analytical skills, commercially savvy and solution-focused on solving problems.
Excellent presentation and communication skills.
Self-starter, with proven ability to identify issues and projects, plan and prioritise. Demonstrate an ability to organise and manage multiple projects to completion by specific deadlines.
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.
Many Spirits, One Brown‑Forman- We believe that an inclusive culture, one that values the diversity and unique perspective of each individual, allows us each to bring our best self to work and leads to greater teamwork, creativity, and trust.
Cultivating a Caring Culture- We know that our strong culture is one of the many reasons people love working at Brown‑Forman.
Nothing Better- At Brown‑Forman, we craft products known for bringing people together. Our employees have made us what we are today and are the reason for our success. Do not just take our word for it. Brown‑Forman is consistently recognized as a Great Place to Work® in countries around the world.
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 Division
Function: Sales
City: London
State:
Country: GBR
Req ID: JR-00007851