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Brown-Forman On-Trade Sales Manager (North-West) in Saint Petersburg, Russia

Who is Brown-Forman?

Brown-Forman Russia is part of the international company Brown – Forman Corporation.

We are the leader in the imported premium vodka and a significant player in Standard+ whiskey segment in Russia. We offer such brands as: JACK DANIEL’S, FINLANDIA VODKA, WOODFORD RESERVE as well as a portfolio of Single Malts and premium tequilas.

We are committed to and expand our footprint in premium Whisky and Vodka categories in Russia, through a solid commercial strategy, portfolio development and building a diverse and inclusive culture that inspires and develops people, celebrating teamwork and rewarding agility.

B-F Russia's vision is to outpace competition and bring emerging markets development to new heights by boosting Premium+ whiskey & vodka growth, powering-up our commercial capabilities and developing our crew.

Meaningful Work From Day One

This role is a sales role with responsibility over a regional customer pool, that will ensure delivering on the annual and short-term (quarterly, monthly) sales and execution targets in all assigned segments and formats of outlets.

You will ensure the integration of BF portfolio and channel priorities into customer annual plans and deliver on business KPIs, such as sales volume, profitability, and physical availability KPI’s, using all available data on customer’s strategy and priorities as well as market insights.

What You Can Expect

Customer Management & Negotiations

  • Manages and develops customer pool, including segmentation and regional prioritization

  • Assumes leadership role in understanding, developing, and implementing local key on-trade customer initiatives and new partnerships.

  • Performs regular business reviews with distributors on On-Trade channel as per agreed frequency, scope and format, reviews the effectiveness and efficiency of budget spend and makes sure actions are aligned on to address any performance issues, holds distributors accountable for the action plan implementation.

  • Secures brand focus by customer type/segment as per brand/format prioritisation matrix acting within the approved commercial terms and available budget.

  • Ensures that the relevant commercial policies are observed, performs regular reviews and recommends corrective actions when applicable.


  • Achieves sales volume/value targets, profitability, and distribution objectives in the channel and by brand within the area of responsibility.

  • Provides reporting and controls compliance to brand guidelines and PiCoS across territories and outlets within the area of responsibility.

  • Co-owns with TM the development of trade programs including regional / local promo programs through BF teams and distributors, manages the execution by ensuring numeric and qualitative KPIs

  • Coordinates brand lighthouse projects together with Marketing team, controls quality of brand presence and efficiency of tailored programs, leads interaction with the customers, proactively resolves any arising issues and proposes solutions to achieve win-win cooperation being a guardian of company’s interests

  • Manages planning, approval by stakeholders and proper execution of funded brand activities i.e. events, pop-up projects, seasonal terraces etc.

  • Shares best practices from local activation and communicates competitive intelligence

  • Ensures that any agreement negotiated and reached would not put the organization at risk legally and/or financially

Budgeting & Planning

  • Reviews plans and budgets monthly, anticipates budgetary needs, and proactively reports to line manager (NOTM) to align on adjustment of budgets/programs to business priorities.

  • Participates in development of channel strategy and leads and coordinates the preparation of annual customers business plans

  • Participates in sales forecasting, planning, and budgeting to On-trade channel processes as part of the larger cross-functional planning processes (S&BP and Integrated Commercial Planning)

  • Provides inputs for ROI analysis related to all Customer`s initiatives and communicates efficiencies, results, and impact to the Company's business (cash flow, share vs. profit etc), participates in decisions and implementation.

  • Analyzes promotional activities against both financial and strategic criteria and explores opportunities to optimize the overall investment.

People Management & Team Development

  • Acts as a strong leader for on-trade team: 4-6 direct and indirect reports

  • Acts as a role model of B-F values and culture, creates diverse and inclusive environment

  • Sets KPIs and outlines responsibility scopes for team members, evaluates performance by quantitative and qualitative results

  • Handles team professional growth, sets up tools and processes that will invite continuous performance improvement

  • In collaboration with the HR department, identifies organizational capability gaps in and addresses them through appropriate learning and development programs

  • Supports team development by providing opportunities and coaching to the team with on-going appreciative & constructive feedback;

  • Engages the team in the company's visions and directions and motivates the team to make an active contribution

What You Bring to the Table

  • College/University (Bachelors or Equivalent); Management/Economics/Marketing

  • Years of experience in FMCG branded products experience in Sales management positions

  • Experience in people management and strong leadership skills

  • Strong Business Acumen

  • On-trade customer direct cooperation and management in spirits / beverages industry background would be an advantage.

  • English - intermediate as minimum, Fluent in Russian

  • Experience in people management and strong leadership skills

  • Strong Business Acumen

Nothing Better in the Market

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

In Brown-Forman Russia we offer the competitive benefits package including, but not limited to flexible-working options, life insurance, medical insurance for you and your direct family, along with vibrant career opportunities and set of perks.


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: Emerging International Division

City: Saint Petersburg

State: St. Petersburg

Country: RUS

Req ID: JR-00003378