At a Glance
- Tasks: Lead customer marketing for iconic brands at major UK retailers like Tesco and Morrisons.
- Company: Join a dynamic team at Brown-Forman, a leader in the spirits industry.
- Benefits: Enjoy flexible working with 4 days in-office and competitive salary.
- Other info: Be part of a diverse culture that values different perspectives and encourages growth.
- Why this job: Make a real impact by turning shoppers into brand advocates through innovative marketing strategies.
- Qualifications: Experience in shopper marketing and strong relationship-building skills required.
The predicted salary is between 60000 - 75000 € per year.
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.
- Demonstrate 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.
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.
Senior Customer Marketing Manager - Off Trade employer: BROWN-FORMAN
At Brown-Forman, we pride ourselves on being an exceptional employer that fosters a collaborative and inclusive work culture. As a Senior Customer Marketing Manager, you will enjoy meaningful work from day one, with opportunities for professional growth while managing key relationships with iconic retailers like Tesco and Morrisons. Our commitment to employee development, combined with a flexible working arrangement of four days in the office and one day from home, ensures a balanced and rewarding career experience.
StudySmarter Expert Advice🤫
We think this is how you could land Senior Customer Marketing Manager - Off Trade
✨Tip Number 1
Network like a pro! Reach out to people in the industry, especially those connected to Tesco and Morrisons. A friendly chat can open doors that a CV just can't.
✨Tip Number 2
Show off your skills in action! If you get the chance, create a mini-project or presentation that highlights your understanding of shopper journeys and omnichannel experiences. This will make you stand out!
✨Tip Number 3
Prepare for interviews by diving deep into the brands you'll be working with. Know their values, recent campaigns, and how they connect with customers. This shows you're genuinely interested and ready to hit the ground running.
✨Tip Number 4
Don't forget to apply through our website! It’s the best way to ensure your application gets noticed. Plus, we love seeing candidates who are proactive about their job search.
We think you need these skills to ace Senior Customer Marketing Manager - Off Trade
Some tips for your application 🫡
Show Your Passion:Let us see your enthusiasm for the role! Mention why you're excited about bridging iconic brands with retail and how you can contribute to creating those omnichannel experiences. A little passion goes a long way!
Tailor Your Application:Make sure to customise your CV and cover letter to highlight your relevant experience in shopper/trade marketing. We want to see how your skills align with our needs, especially in managing customer relationships and driving results.
Be Specific About Your Achievements:When detailing your past roles, focus on specific achievements that demonstrate your ability to deliver on KPIs and manage budgets. Numbers speak volumes, so don’t shy away from showcasing your successes!
Apply Through Our Website:We encourage you to apply directly through our website. It’s the best way for us to receive your application and ensures you’re considered for this pivotal role. Plus, it shows you’re keen to join our team!
How to prepare for a job interview at BROWN-FORMAN
✨Know Your Brands Inside Out
Before the interview, dive deep into the brands you'll be working with. Understand their unique selling points, target audiences, and recent marketing campaigns. This knowledge will help you demonstrate how you can bridge the gap between these iconic brands and the retail shelf.
✨Showcase Your Strategic Thinking
Be prepared to discuss how you've identified growth opportunities in previous roles. Think of specific examples where your strategic insights led to successful customer marketing activations. This will show that you can align with the company's goals and contribute to their success.
✨Build Relationships in the Room
Since this role involves collaboration across various teams, highlight your interpersonal skills during the interview. Share examples of how you've built strong relationships with internal and external stakeholders, especially in a customer marketing context. This will illustrate your ability to work effectively within a diverse team.
✨Prepare for KPI Discussions
Understand the key performance indicators relevant to customer marketing. Be ready to discuss how you've evaluated past activations against KPIs and what changes you recommended based on those evaluations. This shows your analytical skills and commitment to delivering results.
