Senior Trade Marketing Specialist

About the role

Join the Trade Marketing Team as a Senior Trade Marketing Specialist, where you'll own, lead, and execute Below-The-Line (BTL) marketing programs from inception to completion. This role demands strong critical thinking, strategic ownership, and the ability to develop a distinct commercial and brand perspective for stakeholders. As a vital bridge between Brand teams, commercial teams, and external partners, you will translate brand objectives into high-impact retail experiences.

Responsibilities

• Lead and own Below-The-Line (BTL) program/toolkit development from inception to completion.
• Apply critical thinking to proactively identify market opportunities and drive high-impact retail solutions.
• Author comprehensive, strategic Creative Briefs.
• Serve as the primary day-to-day lead for both Creative and point-of-sale (POS) production agencies, ensuring deliverables are high-quality, on time, and on budget.
• Act as an expert commercial partner to Brand teams by critically evaluating incoming brand requests, providing a distinct trade perspective, and optimizing programs/POS toolkits based on retailer and shopper realities.
• Serve as the internal authority on shopper marketing and retail execution, overseeing the entire lifecycle of point-of-sale (POS) development, including creative ideation, structural design, production, and final store/account deployment.
• Present program/toolkit strategies and updates with professional polish and collaborate effectively across cross-functional teams (Sales, Brand, Agency) while maintaining strong alignment with Trade Marketing Leadership.
• Coordinate with Legal, Trademark, and other intercompany functions to ensure appropriate standards and procedures are maintained, including reviewing creative for alignment with legal and brand equity guidelines.
• Lead the development of presentations and online materials conveying POS ordering and commercial execution guidance for field sales teams.
• Ensure field sales, agencies, internal design teams, and vendors have proper direction (e.g., graphic standards, quality expectations) in the development of programming needs.
• Assist in monitoring and evaluating program success, identifying and recommending opportunities for improvement.
• Respond to general daily requests by agencies, field sales, and Trade Marketing management.
• Support Trade Marketing teams with special projects (trade, shopper, and/or consumer) as needed.

Requirements

• Minimum 3 years of marketing, sales, or sales promotion experience.
• Ability to synthesize complex business goals and customer insights into clear, actionable marketing briefs that inspire creative agency partners and drive measurable results.
• Demonstrated analytical and creative thinking capabilities, business acumen, and project management skills.
• Ability to manage a high volume of work in a fast-paced business environment while adhering to deadlines.
• Ability to make sound, independent decisions and manage through ambiguity.
• Strong verbal and written communication skills.
• Proficiency across multiple technology platforms, including Google and Microsoft.

Preferred Qualifications

• Beverage alcohol and/or CPG industry experience.

Schedule

In-office at the Brown-Forman Louisville, Kentucky Corporate Headquarters Monday to Thursday, with flexibility to work remotely on Fridays.

Benefits

Total Rewards at Brown-Forman is designed to engage employees to ensure sustainable and profitable growth. We offer equitable pay structures for individual and company performance alongside a premium employee experience, including a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.