Senior Customer Marketing Manager - Off Trade in London

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Quote from Hiring Manager

“This is a pivotal role where you get to bridge the gap between our iconic brands and the retail shelf. You’ll have the unique opportunity to own the shopper journey for two of the UK’s well-known retailers—Tesco and Morrisons—creating omnichannel experiences that turn shoppers into brand advocates.”

Meaningful Work From Day One

As a senior member of the Customer Marketing team, you will be responsible for maximising value and commercial impact for our portfolio of brands with key Grocery Customers. The role requires the ability to efficiently manage and prioritise your own workload within the assigned customers. Leadership will be required to identify the strategic growth opportunities which align with the overall business goals and seamlessly integrate with the other channels. This influential role requires the ability to build relationships across the business, collaborating with brand marketing, sales, supply chain, procurement, finance and category & insights teams, as well as form and cement strategic relationships with key grocery customers.

The working style for this role is 4 days a week in the office with Fridays working from home.

What You Can Expect

Value Creation

• Translate the brand proposition into customer marketing activations that grow the P&L for Brown-Forman and the customer, by collaborating with Brand Marketing to ensure the consumer proposition clearly links to shopper and customer propositions

• Accountable for managing A&P and retail media budgets across customer marketing activations, ensuring resources are allocated against key brands and business growth drivers by aligning with Brand Marketing and Sales

• Evaluate activations to ensure that they deliver against agreed KPIs, critical success factors and ROI. Apply customer-specific learnings and insights into the annual planning cycle.

Strategic Relationships & Partnerships

• Maintain our leading position in brand activation within key Grocery customers

• Develop key customer relationships with customer buying, category and marketing teams to ensure that our brand activations are the strongest within the category

• Ensure you have a deep level of customer and shopper understanding to inform customers plans and take into consideration customer strategies and objectives

• Partner with Brand Marketing to ensure the timely delivery of brand and customer executables to our Sales and National Account teams

• Liaise with Account Managers on the execution of activation plans with an omni-channel approach

• Work with the Sales and the Category teams to evaluate activations and make recommendations for any changes that might benefit further activation plans

Measures of Success

• Deliver the customer plans on time and on budget and ensure that they contribute to the overall delivery of the commercial target set by the company, measured through forecast review and actual EPOS performance

• Activation delivery to the pre-agreed evaluation criteria from KPI’s and critical success factors

• Personal performance measured through feedback, annual reviews and monthly check-ins

Drive for Results

• Support the Off Trade Channel Customer Marketing Controller in the development of the Grocery Customer Marketing strategy to deliver annual commercial targets versus the budget

• Support the annual activation agenda for the Off Trade channel, aligning with business goals, setting customer activation direction and priorities

• Understand the consumer and brand proposition for each brand in the portfolio, ensuring that each is brought to life through customer activation plans

• Challenge agency partners to continue to deliver best in class customer activations which excites shoppers at the point of purchase

• Actively and regularly visit the trade, and gain an in-depth understanding of the operational challenges of the Off Trade and in particular your customers

Lead & Inspire

• Be a champion for the Off Trade and for Customer Marketing – passionate to deliver best in class, premium Off Trade activations which meet the company’s requirements

• Provide support to the Off Trade Channel Customer Marketing Controller, delivering against the key priorities across the portfolio and day to day support on key projects

• Act as a role model of Brown-Forman values, lead a diverse and inclusive culture where different perspectives are encouraged, and individuals feel connected and valued

What You Bring to the Table:

• Qualified in shopper / trade marketing, with prior relevant experience in FMCG / Spirits

• Customer understanding and insight; must have developed JBPs and JMPs and bespoke activations within a Customer Marketing role

• Demonstrately experience of working with customer media agencies to create impactful omnichannel shopper campaigns

• Good interpersonal skills; able to develop and maintain effective working relationships with all levels of internal and external contacts and with diverse cultures

• Strong project and budget management

• Excellent attention to detail and organisation skills

• Good commercial acumen

• Excellent analytical and conceptual skills, being able to translate insight into new ideas, strategies and recommend changes for growth

What Makes You Unique

• Success for this position is dependent on a strong proactive drive to deliver results, excellence in communication and influencing skills and bold, enterprise-wide thinking, and partnering with people

• Self-starter, with proven ability to identify issues and projects, plan and prioritise. Demonstrate an ability to organise and manage multiple projects to completion by specific deadlines

• Collaborative team player with excellent persuasiveness, interpersonal and conflict management skills enabling to create strong working relationships

• Adaptable, flexible and resilient

Who We Are

We believe great people build great brands. And we know there is Nothing Better in the Market than a career at Brown-Forman. Being a part of Brown-Forman means you will grow both personally and professionally. You will have the opportunity to solve problems, seize opportunities, and generate bold ideas. You will belong to a place where teamwork matters and where you are encouraged to bring your best self to work.

What We Offer

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

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Requisition Type:

Employee

Management Level:

Leader

Global Job Level:

L2

Number of Openings Available:

1