Trade Marketing Manager

Brown‑Forman Corporation; Louisville (KY); On-site; USD 110,000 - 140,000; Full time

Job summary

Brown-Forman Corporation in Louisville seeks a Trade Marketing Manager to connect Commercial Marketing and Trade Marketing, bridging brand strategies with field execution across multi-channel platforms and promotional programs.

You will lead agency governance, roll out B2B ordering tools, optimize coupon workflows, manage POS inventory, and mentor the Senior Trade Marketing Specialist while traveling as required.

Qualifications

• 5+ years in marketing, commercial, sales, or trade marketing in CPG or Beverage Alcohol.
• Proven ability to lead direct reports and cross-functional teams.
• Experience managing strategic agency partnerships, MSAs, SOWs, RFPs.
• Strong commercial math, financial acumen, and ROI analysis.

Responsibilities

• Oversee agency governance, onboarding, MSAs, and SOWs for key promotional partners (POS sourcing and Coupon Management Agencies).
• Lead the long-term platform strategy, rollout, and user adoption of modern B2B ordering platforms and promotional tools.
• Drive the evolution of the coupon framework with digital-forward offers to boost brand trial and shopper conversion.
• Oversee POS inventory logistics, agency operations, and large-scale transitions for seamless field operations.
• Serve as the central connector across Off-Premise, On-Premise, Customer Marketing, Brand, Finance, IT, and Legal teams.
• Spearhead high-impact commercial communications, including national series and internal newsletters.
• Champion process innovation and change management to improve efficiency for stakeholders.
• Lead, coach, and mentor the Senior Trade Marketing Specialist.

Skills

Leadership

Agency governance

Platform strategy

Analytical skills

Change management

Communication

Travel readiness

Tools

Microsoft Office

Google Workspace

Job description

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Meaningful Work From Day One:
The Trade Marketing Manager serves as a strategic leader, operational bridge, and cross functional “Connector” across Brown-Forman’s Commercial Marketing and Trade Marketing organizations. This role is responsible for bridging brand strategies with commercial execution, optimizing multi-million-dollar promotional platforms (POS andCoupons), and managing a dedicated direct report to equip field sales partners with bestin-class trade tools. The Manager transforms complex operational processes into agile,
business-driving systems, overseeing strategic agency ecosystems, and leading multichannel communications to simplify ways of working across the entire enterprise.

What You Can Expect:

• Strategic Agency Governance: Oversee high-level performance, agencyonboarding, Master Service Agreements (MSAs), and Statements of Work (SOWs)for key promotional partners (e.g., POS sourcing and Coupon ManagementAgencies).
• Platform Strategy & Field Adoption: Lead the long-term strategy, rollout, and useradoption of modern B2B ordering platforms, commerce stores, and promotionalmanagement tools designed to simplify ordering for field sales teams.
• Promotional Frameworks: Drive the strategic evolution of the couponingframework, replacing complex manual workflows with standardized, digital-forwardoffers (QR/MIR/TIR) that drive brand trial, increase shopper conversion, andoptimize spend.
• Inventory & Operational Stewardship: Oversee overall POS inventory logistics,agency day to day operations, and large-scale transitions to maintain seamlessbusiness continuity with zero disruption to field operations.
• Cross-Functional & Team Connectivity: Serve as the central connecting pointacross Off-Premise, On-Premise, Customer Marketing, Brand, Finance, IT, andLegal teams to ensure alignment and build a cohesive trade strategy.
• Trade Marketing Branding & Communications: Spearhead high-impactcommercial communication strategies, including co-orchestrating live national series, managing national newsletter features, and maintaining internal team socialpages.
• Process Innovation & Change Management: Proactively challenging established“cumbersome” ways of working, applying a “Progress over Perfection” mindset tomake processes faster, easier, and more efficient for commercial stakeholders.
• People Leadership & Talent Development: Lead, coach, and mentor the SeniorTrade Marketing Specialist. Oversee workload distribution, drive performancemanagement, and foster an inclusive environment while guiding the direct report’sprofessional growth and day-to-day execution.

What You Bring to the Role:

• At least 5 years of progressive marketing, commercial, sales, or trade marketingexperience in CPG or Beverage Alcohol (or equivalent experience).
• Proven experience or strong readiness to directly lead, coach, and manage directreports and cross-functional project teams.
• Demonstrated success in managing strategic agency partnerships, contract/SOWnegotiations, RFP processes, and multi-million-dollar promotional inventorysystems.
• Strong commercial math, financial acumen, and analytical capabilities to evaluatepromotional 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 topresent strategies confidently to large regional audiences and senior leaders.
• High proficiency across multiple commercial technology platforms, digitalpromotional systems, and standard business software (Microsoft, GoogleWorkspace).
• Must be willing and able to travel as required by business needs.

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. #LI

Requisition Type:

Employee

Management Level:

Leader

Global Job Level:

L2

Number of Openings Available:

0