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Brown-Forman Customer Marketing Manager- Club & Mass Channel in Louisville, Kentucky

Position Title: Customer Marketing Manager – Club & Mass Channel

Business Area: National Account

Reports To: Channel Portfolio Manager

Partners With : Director of National Accounts, Brand Integration Directors, Shopper Insights, Channel and National Account Managers, Sales Promotion, Agency Partners, Brand Managers

Scope: Be familiar with and contribute to the overall business strategy while responsible for leading and executing the customer marketing activities for Brown-Forman’s portfolio with Target, Walmart, Sam’s Club & Costco. Provide customer marketing leadership to ensure Brand & Customer’s objectives are delivered, builds market share position, and drives Brown-Forman’s brand performance for assigned customers in channel. Leverage Shopper Marketing principles, Channel Strategies, Brand Initiatives, Shopper & Consumer Insights, Sales Promotion and Customer business knowledge to influence the consumer/shopper’s journey while positioning Brown-Forman as a strategic thought leader to the assigned customers. Develop necessary Customer analytic KPIs and socialize post-performance metrics analysis to key stakeholders. Build a partnership relationship with key National Account Managers, Brown-Forman brand teams and Customer’s buying & marketing teams.


  • Support the National Account Managers in developing of the overall marketing plan for assigned accounts including volume & profit targets, distribution, and investment plans to drive Brown-Forman’s profitability, sales, share and brand equity

  • Provide thought-leadership around business/category opportunities, marketing/industry trends, competitive activity, new marketing technology, and unique customize initiatives for Channel/Customer

  • Lead, develop and manage the Customer marketing solutions including individual extensions of brand platforms, fully integrated customer marketing initiatives and integration with Customer’s business goals

  • Create and execute marketing solutions that meet Brown-Forman Brand and Customer’s business strategies, vision and objectives to drive activation throughout the shopper’s journey and increase sales

  • Lead Agency partners in crafting and executing appropriate marketing tools

  • Partner with Business Analyst and Customer to cultivate a post analysis to drive future promotional programming

  • Partner with Insights to identify Customer’s and Category/Brand consumer intersection along with category drivers to drive performance with Brown-Forman’s brands and gain primary activity

  • Team up with Sales Promotion and Digital Marketing team members to craft breakthrough in-store merchandise and manage coupon strategy to drive penetration

  • Work in partnership with Brand, Packaging Design, Production team to ideate and generate secondary value-added packaging for the Club channel

  • Identify new technologies to drive shopper engagement and increase brand awareness / education

  • Collaborate with Customer Marketing and Media team to define Brand & Customer’s roadmap

  • Primary resource for the Sales and Customer team for communicating brand annual strategy and identifying brand initiatives to be implemented at the Customer

  • Ability to be the channel/customer expertise to the brand team and other key internal departments

  • Share best practices and qualitative feedback on customer programs/initiatives to the Brand, Division and Regional account teams

  • Ability to collaborate effectively and represent ideas to diverse work groups

  • Ability to influence key internal/external stakeholders to gain adoption on key initiatives

Requirements and Competencies:

  • Bachelors Degree and 7+ years of experience in sales, marketing, or retail category management. Combination of education and work experience will also be considered.

  • Strong organization/project management skills, entrepreneurial spirit, result orientation and willingness to adopt new technologies

  • Strong interpersonal and communication skill to operate effectively and efficient in a collaborative environment

  • Results orientation, with a track record of delivering

  • Outstanding presentation skills

  • Developed Sales, Customer and Marketplace acumen demonstrating the ability to leverage understanding of customers/distributors and channels to implement innovative solutions

  • Highly developed marketing acumen development and Shopper/Consumer/Customer insights to achieve break-through results

  • Ability to conduct and understand comprehensive analysis and develops annual business plans

  • Outstanding experience with National Mass, Grocery, Drug or Club channel

  • Ability and willingness to travel 35% of the time, including some weekends

  • Preferred to have spirits / Bev Alc industry experience

  • Preferred Master Degree in sales or marketing.

Grade : FS 05

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: USA & Canada

City: Louisville

State: Kentucky

Country: USA

Req ID: JR-00000276