Trade Marketing Lead — Platform Strategy & Field Enablement

Brown-Forman; Louisville (KY); Hybrid; USD 90,000 - 130,000; Full time

Job summary

Brown-Forman is seeking a Trade Marketing Manager to bridge brand strategies with commercial execution in Louisville, KY. You will optimize multi-million-dollar promotional platforms, oversee agency partners, and empower field sales with best-in-class tools.

You will lead cross-functional teams, drive change across channels, and mentor the Senior Trade Marketing Specialist, shaping a cohesive trade strategy while traveling as needed.

Qualifications

• At least 5 years of progressive marketing, commercial, sales, or trade marketing experience in CPG or Beverage Alcohol (or equivalent).
• Proven experience or strong readiness to directly lead, coach, and manage direct reports and cross-functional project teams.
• Demonstrated success in managing strategic agency partnerships, contract/SOW negotiations, RFP processes, and multi-million-dollar promotional inventory systems.
• Strong commercial math, financial acumen, and analytical capabilities to evaluate promotional mechanics, coupon legalities, and program ROI.
• Track record of driving organizational change management, navigating ambiguity, and applying a solutions-oriented approach to complex challenges.
• Outstanding verbal, written, and presentation skills with a demonstrated ability to present strategies confidently to large regional audiences and senior leaders.
• High proficiency across multiple commercial technology platforms, digital promotional systems, and standard business software (Microsoft, Google Workspace).
• Must be willing and able to travel as required by business needs.

Responsibilities

• Oversee strategic agency governance, onboarding, MSAs, and SOWs for promotional partners such as coupon and POS agencies.
• Lead long-term platform strategy, rollout, and user adoption of B2B ordering platforms and promotional tools for field sales.
• Drive evolution of couponing framework, replacing manual workflows with digital, standardized offers to boost brand trial and shopper conversion.
• Oversee POS inventory logistics, agency operations, and major transitions with zero disruption to field operations.
• Serve as central connector across Off-Premise, On-Premise, Customer Marketing, Brand, Finance, IT, and Legal to align trade strategy.
• Spearhead high-impact commercial communications, including national series and internal newsletters.
• Challenge established processes to improve speed and efficiency; promote a Progress over Perfection mindset.
• Lead, coach, and mentor the Senior Trade Marketing Specialist and guide day-to-day execution.

Skills

Strategic leadership

Cross-functional

Agency management

Analytical skills

Communication skills

Travel willingness

Tools

Microsoft Office

Google Workspace

Job description

Brown-Forman is seeking a Trade Marketing Manager to bridge brand strategies with commercial execution in Louisville, KY. You will optimize multi-million-dollar promotional platforms, oversee agency partners, and empower field sales with best-in-class tools.

You will lead cross-functional teams, drive change across channels, and mentor the Senior Trade Marketing Specialist, shaping a cohesive trade strategy while traveling as needed.