Trade Marketing Manager

Brown-Forman Corporation; Louisville (KY); On-site; USD 90,000 - 130,000; Full time

Job summary

Brown-Forman Corporation is seeking a Trade Marketing Manager to bridge brand strategy and commercial execution, optimizing multi‑million‑dollar promotional platforms and leading a direct report. You will align Off‑Premise, On‑Premise, and field teams to drive a cohesive trade strategy and best‑in‑class trade tools.

The role demands leadership across agencies, strong financial acumen, and excellence in communicating with senior leaders, while traveling as required.

Qualifications

• At least 5 years of progressive marketing, commercial, sales, or trade marketing experience in CPG or Beverage Alcohol.
• 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 and ROI.
• Track record of driving organizational change management and navigating ambiguity with a solutions‑oriented approach.
• Outstanding verbal, written, and presentation skills with the ability to present strategies to large regional audiences and senior leaders.
• High proficiency across multiple commercial technology platforms and standard business software (Microsoft, Google Workspace).
• Must be willing and able to travel as required by business needs.

Responsibilities

• Oversee strategic agency governance, MSAs, and SOWs with key promotional partners.
• Lead the long‑term platform strategy, rollout, and user adoption of B2B ordering platforms and promotional tools.
• Drive the couponing framework and replace manual workflows with digital offers that drive trial and ROI.
• Oversee POS inventory logistics, agency operations, and large transitions to ensure continuity.
• Serve as central connector across Off‑Premise, On‑Premise, Customer Marketing, Brand, Finance, IT and Legal teams.
• Spearhead trade marketing branding and communications, including national series and newsletters.
• Challenge and improve established processes with a Progress over Perfection mindset.
• Lead, coach, and mentor the Senior Trade Marketing Specialist; manage workload and performance.

Skills

Leadership

Cross-functional collaboration

Agency management

Financial acumen

Analytical capabilities

Presentation skills

Travel willingness

Tools

Microsoft Office

Google Workspace

Job description

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 and Coupons), 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, agency onboarding, Master Service Agreements (MSAs), and Statements of Work (SOWs) for key promotional partners (e.g., POS sourcing and Coupon Management Agencies).
• Platform Strategy &Field Adoption: Lead the long-term strategy, rollout, and user adoption of modern B2B ordering platforms, commerce stores, and promotional management tools designed to simplify ordering for field sales teams.
• Promotional Frameworks: Drive the strategic evolution of the couponing framework, replacing complex manual workflows with standardized, digital-forward offers (QR/MIR/TIR) that drive brand trial, increase shopper conversion, and optimize spend.
• Inventory&Operational Stewardship: Oversee overall POS inventory logistics, agency day to day operations, and large-scale transitions to maintain seamless business continuity with zero disruption to field operations.
• Cross‑Functional&Team Connectivity: Serve as the central connecting point across Off‑Premise, On‑Premise, Customer Marketing, Brand, Finance, IT, and Legal teams to ensure alignment and build a cohesive trade strategy.
• Trade Marketing Branding&Communications: Spearhead high-impact commercial communication strategies, including co‑orchestrating live national series, managing national newsletter features, and maintaining internal team social pages.
• Process Innovation&Change Management: Proactively challenging established "cumbersome" ways of working, applying a "Progress over Perfection" mindset to make processes faster, easier, and more efficient for commercial stakeholders.
• People Leadership&Talent Development: Lead, coach, and mentor the Senior Trade Marketing Specialist. Oversee workload distribution, drive performance management, and foster an inclusive environment while guiding the direct report's professional growth and day-to-day execution.

What You Bring to the Role

• At least 5 years of progressive marketing, commercial, sales, or trade marketing experience in CPG or Beverage Alcohol (or equivalent experience).
• 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.

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 Brown‑Forman Corporation has been building exceptional spirits brands for more than 150 years, responsibly upholding our founding promise of “Nothing Better in the Market.” Our portfolio of premium brands includes the Jack Daniel’s Family of Brands, Woodford Reserve, Herradura, el Jimador, Korbel, New Mix, Old Forester, The Glendronach, Glenglassaugh, Benriach, Diplomático Rum, Chambord, Gin Mare, Fords Gin, Slane, and Coopers’ Craft. With a team of approximately 5,400 employees worldwide, we proudly share our passion for premium beverages in more than 170 countries. Discover more about us at brown-forman.com and stay connected through LinkedIn, Instagram, and X.

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. Accommodations available upon request including an Interpreter.