Brown-Forman Trade Marketing Manager On-Trade in Hamburg, Germany

Aligned with Brown-Forman long-term brand building and profit growth strategies, this position seeks to optimize the route to new and existing consumers in the On-Trade, or experiential activities holistically. It will indirectly connect with consumers by optimizing the customer approach in the On-Trade business and experiential approaches.

  • Responsible for the annual set up of optimal consumer & customer targets incl. picture of success for the On-Trade in collaboration with Brand Management, Sales On-Trade team (National Field Force Manager, Regional Field Force Managers and Sales Representatives) and other Marketing functions

  • Responsible for the development, planning, execution and evaluation of all On-Trade activations/ promotions in the premium outlet universe (focus on Jack Daniel’s Tennessee Whiskey, Tennessee Rye, Gentleman Jack, Single Barrel and Woodford Reserve):

  • Independently leads & briefs external agencies on projects/ promotions

  • Leads the local advocacy On-Trade program

  • Coordinates with On-Trade Regional Field Force Managers & Brand Management

  • Aligns with Finance on correct accounting of activities

  • Regularly provides reports on promotion efficiency and progress to plan status

  • Responsible for annual set up and tracking of related A&P budgets for the supervised brands/ promotions

  • Responsible for development, maintenance of Sales Reps supportive tool POS-Shop including budget-control – optimization and coordination between internal and external partners

  • Responsible for the sourcing, development, administration and further inclusion in internal and external processes of POS/POC material with Purchasing Department

  • Supports international/ European functions in planning, execution and evaluation of On-Trade relevant fairs

  • Collaborates with the Market Category Consumer Insights (MCCI) Team Germany, Sales On-Trade team (Reg. Field Force Managers & Sales Reps) and Brand Advocates to gain more On-Trade facts and consequently insights (e.g. via in-market tests, studies etc.)

  • Participation in regional Field Force & select brand and KA meetings

Must Experience:

  • Bachelor’s Degree or trained HORECA manager or trained event manager/ specialist

  • 3-5 years of experience with Off-/ On-Trade channel, Trade Marketing, Event or Fair Management

  • FMCG experience

  • Knowledge of On-Trade channel & customers

  • Conceptual skills

Preferred Experience:

  • Major in Marketing or Sales

  • Sales Experience


  • Fluent German speaking and writing

  • Fluent English speaking and writing

  • MS Office applications

  • IT literate

  • Time management

  • Strategic skills

  • Analytical and planning skills

  • Project Management

  • Presentations

  • Listening

Grade: TBD

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: International

City: Hamburg


Country: DEU

Req ID: 4810BR