A career at Brown-Forman is just like a good bottle of bourbon: unique and refined, with a bit of a kick. Making our products from barrel to bottle requires detailed planning along each step. Just like bourbon production, our employees work in many different aspects to create the best possible product. This way, our customers can enjoy the world-class brands we promise to deliver. Here’s the kicker — we, too, get to enjoy this process, just one of the sweet benefits of leading the market with the world’s favorite whiskey. Whether in the ground, in the store, or in the office, we hand pick all of our ingredients in order to be proud of what we achieve.
Position Summary:
The main responsibility of the Business Development Manager Super Premium Portfolio is to drive sales
growth of Brown Forman Super Premium American and Scotch Whisky portfolio in Russia by close
partnership with National and Regional Distributors and most important On- and Off-Trade customers, by
providing internal and external education & trade advocacy. Position is responsible for long and short
strategy development for all sales channels, including on/off trade, B2B, B2C.
Purpose:
This position will play pivotal role in the Russia Super Premium business development within respective sales channels. Main purpose of the role is to develop Super Premium Whiskey Portfolio as a source of incremental operational income. To ensure business opportunity available within channels and geographies in unlocked and accelerated with sustainable business growth pace.
Responsibility:
- Insight & Understanding: Develop channel/customer, shopper and competitive insight to support brand strategies & planning. Proactively stay informed of competitive activity and pricing, business dynamics and market conditions in Russia to identify issues & opportunities and propose ideas for building the super-premium business. Assess B-F and partner capabilities for SP business development; identify & propose opportunities for improvement to B-F Russia Leadership Team.
- RTC: Contribute to evaluation & development of the route-to-consumer for Super Premium Portfolio across all respective channels; propose more profitable and efficient solutions to the business where found applicable.
- Channel & Customer strategy & planning: Develop and align customer/channel strategies & plans for SP business in cooperation with Brand Marketing. Communicate & align with national distribution partner on plans & key initiatives, including KPIs. Collaborate with Brand Marketing on new product launch plans. Manage the Discount budget allocated for SP portfolio, including the allocation by channel/customer & geography; track spending vs. budget.
- Channel Development: Develop tools & guidelines, such as establishing a picture of success, on-trade account selection criteria, or trade promo guidelines to orient on & off-trade sales teams on super-premium execution. Propose guidelines for on-trade promotions and ideas for developing specific channels (e.g., B2B). Work with Brand Marketing to develop selling arguments and sales support materials.
- Customer Development: Directly engage and manage relationships with select sub-distributors, including guidance and coordination on their super-premium plans and activation’s. Support NKA Key Account Managers with customer plans & negotiations. Propose & develop initiatives to educate, engage & motivate distribution partners on super-premium portfolio.
- Demand Planning: Provide guidance to the Sales Team for SP depletion’s forecasting; review forecasts and challenge as needed.
- Execution & Effectiveness: Ensure brand execution & pricing is in line with brand positioning & guidelines. Evaluate trade & promotion program effectiveness and share learning & recommendations.
- RTC: Lead ongoing business integration of the Scotch portfolio, working with Brand and Logistic Teams and East Europe/Russia/CIS BD Manager.
- Advocacy & Education: Coordinate SP portfolio education & training’s to sales teams of national & regional distribution partners to build knowledge of the brands, our plans, and how to sell. Provide input & feedback on brand advocacy plans & activities. Provide brand trainings/tastings and other advocacy activities when needed to complement the Advocacy team.
- Performance Management & Reporting: Closely track super-premium business results versus plan in the P&L. Work jointly with Brand Marketing to provide updates and regular reporting/reviews on business performance & drivers.
- Internal Networking & Best Practice Sharing: Build relationships with B-F super-premium teams in other markets to exchange learning & practices.
- Work with East Europe/Russia/CIS BDM on assessing future opportunities of launching limited releases (BRD), single cask program (AW) and product allocation, liaising closely with the Brand and Logistic Teams to agree quantities, timings and pricing. Enhance limited releases, special batches sales and education.
Must Requirements:
Education: University Degree
Experience: 5-7 years of progressive experience in luxury/super-premium goods industry with track record of business development success.
Knowledge, Skills & Abilities:
- In depth understanding re luxury/super-premium goods industry and consumer specifics
- Full knowledge about BF SP brands (quality, history, production, range, features etc.)
- Experience in pricing management including price modeling, discount management, knowledge and ability to convert price market data into compelling selling strategy
- Strong influencing client relationship building skills
- Luxury/super-premium business acumen, ability to work with business analytics
- Leadership skills both in product and partnership with distribution/clients
- Strong networking capability
- Demonstrated convincing oral and written communication skills
- Inspirational presentation skills
- Good business English, Russian speaking and writing
- IT literate (good knowledge in MS Office: Excel, PowerPoint, and Google Tools)
Preferred requirements:
- Luxury wine/spirits experience with clear passion towards uniqueness of the brand value proposition
- Single Malt Whiskey knowledge supported by commercial experience
- Public speaking experience
- Multi-channel experience, embracing business opportunity available
- Multi-brand portfolio management
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