Brown-Forman Trade Marketing Manager - Emerging Africa in Cape Town, South Africa

Job Description:


This position will take a leadership role in the development and execution of brand strategies, providing the marketing tools to support in market teams to achieve short and long term business goals and grow BF brand equity. The Trade Marketing Manager will support the Regional Managers in providing marketing activities and toolkits that address the various regions’ consumer and trade needs. Key countries to focus on include, but are not limited to Kenya, Tanzania, Ghana, Nigeria and Ivory Coast.


  • Brand Planning:

  • Work with the Marketing Manager to understand the overall Emerging Africa marketing strategy and translate this into market specific brand plans.

  • Bring brand plans to life by developing marketing toolkits that are locally relevant

  • Recruit and manage third party agencies

  • Write briefs for all marketing activities with clearly stated objectives

  • Ensure marketing initiatives are implemented consistently and within brand guidelines and to a high standard

  • Engage BF digital team and ensure social media platforms are meeting objectives

  • Oversee the development and delivery of local point of sale material

  • Trade Marketing Planning and Implementation:

  • Engage key account managers and local commercial partners to ensure key account plans are implemented in relevant markets.

  • Ensure excellence in execution at point of purchase

  • Explore travel retail opportunities

  • Work with Regional Managers to create and implement second tier city strategies

  • Manage and develop in market resources:

  • Work with Regional Managers to ensure FMM marketing skill sets are developed.

  • Ensure Field Marketing Managers understand and adhere to BF’s compliance guidelines

  • Brand Education :

  • Ensure regional teams have the relevant training material and knowledge to conduct regular in market brand trainings.

  • Develop and nurture relationships with importers and distribution partners

  • Conduct regular trade visits in order to develop and strengthen relationships with various trading partners.

  • Required to travel at least 10 days per month.

  • Gather and distribute market and consumer insights

  • Frequently engage FMM’s to understand consumers and customer needs

  • Determine consumer research needs and use insights to shape brand and activity plans.

  • Provide insights on current market and consumer trends using available resources e.g. social media. Engage BF digital team in this regard

  • Reporting

  • Ensure market reports are consolidated and submitted to the Emerging Africa and IMEA team on a monthly basis

  • Ensure FMM’s are providing marketing, competitor and pricing reports on a monthly basis

  • Share good practice examples. Explore and adopt synergies between the markets

  • Produce evaluations for key activities measuring results against KPIs set in brand plans and activity briefs

  • Budget Management

  • Ensure A&P budgets assigned by market and brand are being managed efficiently.


  • University Degree in Business, Marketing or related area.

  • 5-6 years’ experience in the FMCG industry, preferably spirits / image products. Be knowledgeable of the distributor / brand owner relationship.

  • Broad Marketing experience and (operational) responsibility in ATL and BTL.

  • Trade Marketing skills.

  • Excellent leadership skills and people management experience

  • Problem solving and organisational skills.

  • Fluent in spoken and written English.

  • Excellent written communication skills

  • A team player with excellent interpersonal skills. Persuasive and able to build strong working relationships (local and international).

  • High proficiency using MS office applications.

  • Ability to perform under minimum supervision with well-developed initiative and ability to exercise independent judgment.

  • Ability and willingness to work beyond normal business hours.

  • Ability and readiness to travel within the markets, region and internationally (required to travel at least 10 days per month)


  • Experience in international business environment.

  • Previous experience in Emerging Markets

  • Experience in a matrix management system.

  • Experience in wines and distilled spirits industry.

  • Knowledge of Brown-Forman portfolio of brands.

  • Basic understanding of French


  • Analytical Ability: The ability to allocate sufficient time and effort to analyze opportunities and resolve problems. The ability to develop alternative courses of action and commit to actions based on factual information; providing rationale for recommendations; weighing and prioritizing data.

  • Judgment and Decision-Making : The ability, readiness, and willingness, to commit to timely, rational decisions using logical assumptions and factual information. Clear in deciding and communicating choice. Accurately assesses risks associated with various courses of action. Ability to think conceptually, flexibly and strategically.

  • Business Acumen : Demonstrates good business sense, including the ability to make effective and efficient use of financial resources to achieve intended objectives. Understanding of the B-F organization including brands, channels and accounts.

  • Results Orientation: The ability to operate with a high level of energy and strong work ethic focused on outcomes. Demonstrated ability to work on projects towards the accomplishment of established goals and objectives. Ability to complete assignments with accuracy and within established timeframes.

  • Financial Acumen: Ability to utilize appropriate financial data to develop, track and monitor a budget. Understanding of financial controls and measures.

  • Excellent Communications : Develops and maintains effective working relationships throughout the organization. Seeks consensus on business decisions with business partners. Explains the context of complex interrelated situations and potential consequences of actions - asks probing questions and solicits expert advice and risk assessment before taking action and making recommendations.

  • Leveraging cross functional networks: Understands and demonstrates awareness of the inter-relatedness of different functions within organizations. Considers “big picture” patterns and systems across functions when addressing problems, resolving issues, or formulating strategies. Demonstrated ability to work on projects with cross-functional teams to meet consensus goals.

  • Marketing Knowledge: Fluent in the understanding, practice and implementation of the marketing mix to achieve brand business objectives.

  • Strategic thinking: Initiates, guides and participates in the establishment and articulation of a long-term strategy including a plan for allocation of resources. Ability to identify new opportunities and applications that add value for the customer

  • Accountability : The ability to set challenging goals and achieve results beyond agreed upon organizational objectives. Self-confidence and strong analytical skills enable sound judgment and the ability to handle pressure when advising others.

  • Planning, organizing, and prioritizing: Directs or allocates finite resources towards the achievement of specific plans, projects, goals or objectives which are identified as having precedence in importance. Ability to effectively manage and complete all aspects of complex projects.

  • Business Innovation: Demonstrates solid business sense and the ability to generate unique and effective solutions to problems. Includes the ability to generate options and alternatives to problems or issues, present and encourage new ideas and to appropriately question accepted ideas or solutions. Asks “what if” questions.

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About Brown-Forman:


Brown-Forman, founded in 1870, is a diversified producer and marketer of fine quality beverage alcohol brands. Headquartered in Louisville, KY, Brown-Forman currently employs about 4,000 people and has offices or facilities in 30 cities across the globe. Starting in the mid-1950s, the company began a series of acquisitions that would place it among the top 10 largest spirits companies in the world, selling its brands in more than 135 countries across the globe. These include many of the most well-known and best-loved wines and spirits brands, including Jack Daniel’s, Finlandia Vodka, Old Forester, Woodford Reserve, Herradura and el Jimador Tequilas, and Korbel champagnes. For more information about the company, please visit

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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 mental disability or any other legally protected status.

Business Area: IMEA

City: Cape Town

State: Int'l

Country: South Africa

Req Type: Exempt

AutoReqId: 3598BR