Brown-Forman Area Sales Manager West in London, United Kingdom

Job Description:

Overall Scope:

Strategically manage the territory in order to deliver the Key Performance Indicators for the Brown-Forman (BF) brands. Understand and positively use the dynamics of the Independent On Trade environment in order to grow brand volume, value, and advocacy.

Main Function:

Work with Bacardi Brown-Forman (BBF) Wales and West and MPO Sales teams to deliver the brand and sales objectives for the area.

  • Attend and lead all monthly BF slots at the regional meetings

  • The first point of contact for all BF brand activity/increased investment

  • Discuss and Manage Promotional Sales Agreement increased investment levels

  • Agree and activate against Strategic City plans for key areas including Birmingham, Bristol, and Cardiff

  • Agree and support all territory plans for key brand pillars

  • Regular Trade Visits and attendance of relevant customer meetings

  • Grow Jack Daniel’s Family of brands volume and value in the region whilst driving advocacy

  • Identify and agree top 10 biggest opportunity areas

  • Deliver Taste of Tennessee brand pillar

  • Support BBF distribution targets for the family of brands

  • Remove all blockages and ensure tools are available to support brand objectives for the region

  • Liaise with Brand Ambassadors to support biggest opportunities and events

  • Deal with customer requests from the website

  • Discuss Jack Daniel’s Persona Collection opportunities

  • Manage the ‘Friends of Jack’ trade representatives for the East region

  • Recruitment and Induction of ‘Friends of Jack’ (local part time trade ambassadors)

  • Setting and achievement of JD KPI’s

  • Gatekeeper and controller of FOJ calendar and journey plan

  • Control of FOJ budget, samples and invoicing


  • Provide ongoing evaluation of all activity

  • Co-ordinate key area wins for the monthly newsletter

  • Provide detailed Return On Investment analysis on top 20% investments

  • Understand and positively influence CGA results for Harwest and Central TV Regions in the Independent sector

  • Provide regular competitor updates

  • Present every 6 months at UK Team meeting

  • Present every month and UK Sales Meeting

  • Share best practice between teams

General Business

  • Maintain excellent partnership with BBF sales and Brand Teams

  • Maintain and update territory strategy document

  • Build regional relationships with trade and key industry figures

  • Organize and update relevant shared Google folders

  • Conduct field visits and trade tours on the territory

  • Attend relevant events and activities on the territory

  • Ensure responsibility is a key consideration within all activity

  • Ensure BF Brand integrity is never compromised

  • Work within a wider team and collaborate on a daily basis

Must Experience:

  • Bachelor’s Degree or equivalent

  • Track record of Field Sales Management

  • Exposure and understanding of the on trade

Preferred Experience:

  • Account Management

  • People Management

  • Beverage Industry Management Experience


  • Strong communication skills (influencing, listening, presentations, written)

  • Excellent negotiation skills

  • Relationship building

  • Highly motivated and self-starter

  • Ability to make educated decisions under time restraints

  • Team player and coach

  • Time management and ability to prioritize

  • Positive outlook and approachable manner

  • Ability to handle confidential information

  • IT literate

  • Full UK driving license

#ND 1

About Brown-Forman:


For more than 145 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Jack Daniel’s & Cola, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Gentleman Jack, Jack Daniel’s Single Barrel, Finlandia, Korbel, el Jimador, Woodford Reserve, Old Forester, Canadian Mist, Herradura, New Mix, Sonoma-Cutrer, Early Times, Chambord, BenRiach and GlenDronach. Brown-Forman’s brands are supported by nearly 4,600 employees and sold in approximately 160 countries worldwide

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: London

State: Int'l

Country: United Kingdom

Req Type: Exempt

AutoReqId: 3681BR