Trade Marketing Manager Fairs & Events (Maternity Cover)

Other Marketing Role
Employment Type:
Full Time
Brown Forman
Job Ref:

Brown-Forman Corporation is one of the largest American-owned spirits and wine companies - and among the top ten largest global spirits companies. Brown-Forman Beverages, Europe, Ltd. is the German subsidiary of this worldwide operating and expanding enterprise of the consumer goods industry, with its headquarter in Louisville, Kentucky, USA (Net sales in Fiscal Year 2011: 3.4 Billon USD; approx. 4,100 employees). Brands of the Brown-Forman portfolio are, amongst others, Jack Daniel's Tennessee Whiskey, Southern Comfort, Finlandia Vodka and Woodford Reserve. The office in Hamburg is responsible for the regional business of Central - and Eastern Europe, Middle East and Africa. For the German market Brown-Forman has set up an own distribution company which started operations October 1, 2010. Scope: Product knowledge is an important attribute for brand differentiation towards the consumer. This position helps to ensure that the respective sales staff (On/Off Trade) becomes BF ambassadors and supports the results of the opinion leader concept on the KAM level. As a part of the pay for performance strategy throughout all customers in On/Off/Chain we've installed this position which works closely with all levels in the On/Off trade Sales teams, Trade Marketing, Brand marketing and Finance. This position has to work self dependent with customers in the Off/On Trade presenting product information as well as the USP and has to increase customer loyalty. As a result of this position success we see increasing level of counterparts within On Trade chain contracts/agreements, activities, share of voice on an outlet level for the BF brands. The incumbent has to ensure a high level of transparency in view of targets, education events and respective results. All brand related input as preparation for presentations has to be aligned with each brand initiatives. This position reports into National Field Force Manager Off Trade.

- Evaluating current customer structure and building database in sales reporting system (

- Leads brand education with customers, organizes the logistics and needs for proper presentation, communicates with Key Account Managers and FF to fit the individual demand into the schedule

- Develop and execute optimizations in the process of planning and executing brand educations

- Achieves appointed targets, Planning and organizing presentation and tastings with assigned customers (Off-Trade Field Force, Key Account Opinion Leaders and spec. On-Trade chain universe, incl. hotel chains).

- Implementation of standards and evaluation of new ways to recruit Brand Ambassadors within the customer environment

- Build excellent relationship with customers on all levels within business environment, in close collaboration with Regional KAMs Wholesale, Regional Sales Force Managers On-Trade and On-Trade sales reps.

- Cooperates with Finance, Regional KAMs, Regional Sales Force Managers and Brand Managers, Trade Marketing for planning, budgeting and forecasting processes to ensure integration of the B-F brands' strategies

- Communicates vision and provides strategic input to other departments in the company

- Collects and updates information about competitors' activities.

- Responsible for managing presentations and content Responsibilities: (Relates to the job requirements)

- Customer: Evaluation, preparation, execution and analyse the results of Product/Brand educational presentations towards the customers 70%

- Report out and knowhow transfer into the organization 10%

- Implementation, execution and evaluation of activities, 10%

- Reporting, 10% Must Experience:

- Secondary education (Refa/Hofa)

- Sales experience for at least 5 years Preferred Experience:

- Bachelor's Degree

- At least 3 years field sales experience in FMCG/Horeca

- Experienced with customer handling

- Deep selling skills Skills:

- High level presentation skills

- Basic IT literate (MS Office applications)

- Basic experiences with sales reporting systems (preferred

- Driving License Competencies:

- Sales Ability / Persuasiveness

- Negotiation

- Initiating Action

- Contributing to Team Success

- High-Impact Communication

- Building Trust

- Planning and Organizing

- Building Consumer Loyalty

- Applied Learning

- Motivational Fit

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.

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