Trade Marketing Manager

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

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.

Work Style

This role is based in our Louisville, KY offices Monday-Thursday. Fridays are remote.

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.

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.

Business Area: Americas Division

Function: Trade Marketing

City

Louisville

State: Kentucky

Country: USA

Req ID: JR-00010339