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Brown-Forman Area Sales Manager in Barcelona, Spain

Who is Brown-Forman

In July 2017, BF Spain opened its Own Distribution Company after 14 years with the leading local distributor, Varma. Flexibility, creativity, managing through ambiguity, accountability, passion and conviction are essential in any role in this organization.

Brown-Forman Spain is part of the international company Brown – Forman Corporation. We offer brands such as: JACK DANIEL’S, HERRADURA, WOODFORD RESERVE... We are committed to maintaining and expanding our leadership in the Whisky and Premium categories in Spain, through a solid commercial strategy, diverse and inclusive culture that inspires and develops people, celebrating teamwork and rewarding agility

We have been chosen by our employees as a Great place to work for the last 4 years, scaling in the ranking until the 6º position in 2022. For Ramon Valdelomar, General Manager of Brown-Forman Spain, "Being recognized as a Great place to Work in Spain is a recognition of the culture and values of Brown-Forman’s which are focused on our people”.

Meaningful Work From Day One

As the Area Sales Manager you will be the person responsible for the achievement of sales, distribution and trade consumer activations objectives assigned to the area.

Working with the Head of Sales, you will define sales, distribution, promotion goals and strategies for the assigned area; including source of business, analysis of sales, distribution and promotion performance, implementation and evaluation of trade and consumer promotion activities.

You will be the person responsible to directly manage the wholesalers and cash & carries of your area (approx. 30) and to supervise the activation of our brands in the key on trade outlets. For the on trade outlets you will manage a team of 5 brand developers.

What You Can Expect


  • Achievement of the annual goal in terms of volume and gross profit assigned to the area.

  • Support Sales Director in the Commercial annual plan definition, including source of business.

  • Development area & key channel (intermediaries & on trade) annual commercial strategy and plan aligned with the Country Commercial strategy.

  • Communicates channel vision and provides strategic inputs to other departments in the company.

  • Provides Sales Director and brand managers with regular business status reports

  • Execute trade pricing strategy for the assigned area in line with country price strategy & brands guidelines


  • Superb implementation and execution of the Annual Commercial Plan to assure achievement of volume, GP goals and defined KPI´s

  • Sets up the regional distribution systems by contracting regional trade partners, including closing commercial agreements with partners wholesalers, evaluating their performance periodically and supporting their sales force.

  • Develop and maintain effective personal relationships with key trade customers, including partners wholesalers, C&C and key on trade outlets.

  • Develop key on trade outlets plan including, census, segmentation, growth drivers. and KPI´s to measure their performance.

  • Take financial decisions demonstrating a full understanding of the financial situation of the area and ensuring ROI of all activities in the market.

  • Work with the key customers Owners & Sales force to educate them on BF brands, to ensure their understanding of the brands and their strategies, and to maximize their attention to them.


  • Together with Sales Director and Trade Marketing department and aligned with Marketing guidelines define & develop annual trade promotional plan for the assigned area with focus on the “On trade” Channel

  • Superb execution and evaluation of annual promotional activity plan aligned with brand plans and delivering maximum return on investment

Team Leadership

  • Leads a commercial team composed of Sales supervisor (TBC) and 3 Brand Developers.

  • Define qualitative and quantitative objectives for the team. Define key priorities, responsibilities and key task. Monitoring and evaluating goals vs. performance.

  • Develop frequent (calls and meetings) to follow up performance and assure the achievement of the annual goals.

  • Manage, develop, coach, control and motivate the team to develop their skills to ensure that a high professional standard is achieve and monthly sales target and KPI target are met.

  • Participate in the recruitment process of new staff into a team focusing on strong sales competencies.

What You Bring to the Table

  • High School/GED/Secondary School; College/University (Bachelors or Equivalent);

  • College/University (Bachelors or Equivalent);

  • At least 5 years in Sales FMCG experience.

  • Experience in management and development of high performance teams, leading, motivating and guiding change and innovation in a large geographic area.

  • Experience in management and business development and / or business in multinational companies with complex distribution channels

  • Depth knowledge of the Spanish FMCG sector as well as the dynamic market including On trade.

  • Knowledge of the area of responsibility, channels (Intermediary), competitors, buying habits, types of consumers and customers.

  • Knowledge in technical and commercial management tools.

  • Driving license

  • Fluent in Spanish and English

Nothing Better in the Market

Total Rewards at Brown-Forman is designed to offer our people a Premium Experience to ensure our sustainable and profitable growth for generations to come. As a premium spirits company, we offer equitable pay & bonus based on individual and company performance. We offer a range of benefits that reflect company values and meet the needs of our diverse workforce.

In Brown-Forman Spain we offer a competitive benefits package including, but not limited to, flexible-working options, meal vouchers, product allowance, private medical care for you and your direct family, wellness membership, participation in private pension plan and life insurance, along with global career opportunities.


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

City: Barcelona


Country: ESP

Req ID: JR-00004331