Trade Marketing Manager

About the role

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 best-in-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.