Brown-Forman National Key Account Group Manager in Hamburg, Germany

Job Description:


This is a leading position in developing FRT (Traditional FRT, C&C channel, Discount) strategy and is responsible for delivering the Key Performance Indicators (i.e. distribution, sales volume and gross profit, pay4performance goals) for the Brown-Forman and agency brands within the FRT channel in assigned customers.

Basic Function:

  • Builds a 360° understanding of the customer (Country/Market Context, Channel/Sub-Channel, Category, Customer, Competitor, Consumption Occasion and Shopper) including a deep understanding of the customer’s business, strategies & goals

  • Development and Executing customer strategies & plans using category based brand selling and effective negotiation approaches

  • Being responsible for entire KA group profitability in view of analysis of status quo, constantly define areas of improvement and its execution

  • Lead of annual negotiations with German top accounts and international buying groups; supports Regional KAMs in their local negotiations

  • Continuously improves relationships with key accounts leading to closer collaboration and the creation of joint value for Brown-Forman and our customers​

  • Responsible for volume budgets in terms of accurate planning and forecasting, monitoring and reporting to sales director and/or management team

  • Developing and evaluation of annual KA activities on pricing, portfolio and promotion (aligned to brand plans and deliver maximum return on investment)

  • Provides regular communication of relevant information on channel competitor activity and category trends as well as highlight opportunities and threats to the business to respective stakeholders

  • Continuously improves relationships with key accounts

  • Coaching, managing and developing competencies of the Regional KAM

  • Reports monthly depletion commentaries to SD

  • Leads a team of 2 to 4 RKAM and KA coordinator


  • Implementation and execution of channel strategy (distribution, listings and financials)

  • Leads key account negotiations and monitoring results

  • Planning, executing and evaluation of annual brand activities

  • Channel and brand performance analysis

  • Coaching of the Regional KAM​

Must Experience:

  • Bachelor’s Degree or equal experience

  • At least 5 years in KAM

  • FMCG experience

  • German Trade knowledge​


  • Fluent English (written and spoken)

  • IT literate (MS Office applications)

  • Driving License

#ND 1


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 4,800 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 or mental disability or any other legally protected status.

Business Area: Europe

City: Hamburg

State: Int'l

Country: Germany

Req Type: Exempt

AutoReqId: 3743BR