Brown-Forman Russia is part of the international company Brown – Forman Corporation. They are the leader in the imported premium vodka and a significant player in Standard+ whiskey segment in Russia. They offer such brands as: JACK DANIEL’S, FINLANDIA VODKA, WOODFORD RESERVE as well as a portfolio of Single Malts and premium tequilas. Now the company is looking for a National Trade Marketing Manager.
The role is first and foremost a Trade Marketing leadership role integral to the Brown-Forman Russian Sales & Marketing team. The responsibility of this role is to be accountable for creating value and financial impact for our business at the POS and POC. You will ensure an effective commercialization and excellence in execution of our B-F brand portfolio as well as Commercial strategies and plans in all sales channels, including the Brand Advocacy activities.
The role acts as the champion and expert for the Russian on- and off-trade (as well as other emerging channels like B2B & B2C) providing strategy and guidance for channel related themes to the Trade Marketing Team as well as other functions in the organization. The role requires the ability to build relationships across the organization and collaborate effectively with different functional teams. The role serves as a bridge between Sale & Marketing organisations, ensuring best-in-class cross-functional cooperation and integrative approach as well as influencing and coaching a broader team. It also assumes deep understanding of the customer and the shopper needs and contributes to a conversion of those into win-win customer plans and effective and outstanding shopper activation mechanics.
The role is critical to find opportunities for future growth and brand building through effective & efficient activities given dark market conditions and highly competitive environment.
This is a role which requires a significant amount of influence and an ability to lead, inspire and empower the B-F Russian Trade Marketing team, consisting of 5 direct reports and 7 indirect reports. Responsibilities include building trade marketing capabilities of the team as well as developing bench strength to fuel Brown-Forman with ready talent.
What you can expect
Team Management & Development
Form and develop Trade-marketing function and ways of working in new OD set-up. Create a culture of excellence in execution that recognizes and rewards high performance
Provide strong & visible leadership and direction to currently 5 direct reports (including Advocacy Manager) and 7 indirect reports. Provide the team with clear direction on key priorities across the portfolio and quarterly/ annual planning support on key projects
Strategic Guidance
As a key member of the Russian Marketing Leadership team as well as Sales Leadership Team own and lead channel strategy development and align with the Sales Director, Marketing Director, National Channel Managers (MT, DDM, On-trade) the National Key Account Managers, Brand Marketing and Commercial teams on the “where to prioritize” and “how to win” brand/channel activation strategies and plans.
Apply the Brand Growth framework that embeds an occasion-based approach which informs the “where to prioritize” and the “how to win” execution through the channel activation planning process.
Provide strategic input into the situation analysis of the consumer, trade and business issues and opportunities across the portfolio, to inform consumer and channel strategies & plans to unlock volume and value growth. Initiate and co-partner with Insights team to run necessary Shopper studies
Challenge the business ensuring our channel activation strategies lead to continuous brand-pack-channel mix optimization in order to drive NSV and GP per case.
Constantly thrive to optimize our activities for all touchpoints in the on- and off trade by looking for competitor insights, building onto own assessment analysis and looking for synergies across brands and/or channels
Business Development
Act as a strong integrator between Sales & Marketing, driving cross-functional cooperation and leading Integrated marketing plans development and implementation. Actively contribute and co-lead monthly business reviews and recommend actions to address risks and opportunities versus budget.
Understand and connect the consumer vision and brand proposition for each brand in the portfolio with our customers and channel strategies. Ensure Trade Marketing teams are adhering and using brand developed distinctive assets and toolkits
In close collaboration, the Sales team interacts with key customers to find opportunities for mutual business growth including development and realization of joint business plans and category development on customer level.
Ensure Trade Marketing team bring the brands’ propositions to life through Integrated activation plans and their execution, provide a customer planning perspective to assist the Brand teams with communication strategies.
Develop the skills and competencies of the Brand Advocacy team to deliver against the requirement of the on trade and off trade. Coach and supervise Advocacy manager. Ensure the Brand Advocacy Team has the right tools and processes to the benefit for our brands growth in the on-trade channel
What you bring to the table
College/University (Bachelors or Equivalent); Marketing, Management or Economics
Qualified in Marketing and decent years of relevant experience.
Proven track record of successfully delivering brand & channel growth in a highly competitive environment.
Strong interpersonal skills; able to develop and maintain effective working relationships with all levels of internal and external contacts and with diverse cultures.
Previous line manager experience
Prior Experience in beer, wine and spirits or FMCG industries would be a plus- Russian Market Retail know-how- Sales/Trade Marketing experience- On-Trade/Horeca Experience
Fluent English, both spoken and written.
