Brown-Forman Key Account Manager- Sub Saharan Africa in Cape Town, South Africa

Job Description:

Partners with: B-F Internal : Regional Managers /Field Marketing Managers/Marketing Director/Trade Marketing Manager Africa

External: Incodeal /GCF/In Market Distribution Partners (DPs)


This is a customer facing position that requires interacting, negotiating, selling, and jointly planning with customers in developing successful partnerships. The purpose of the role is to cultivate commercially viable, win-win relationships with key customers to gain commitment to business strategies and key account joint planning proposals. The successful candidate will form part of the leadership team for the region and will collaborate with distribution partners, regional marketing teams and importers. Key markets for this role include but are not limited to Kenya, Tanzania, Ivory Coast, Ghana and Cameroon.

A key element to this job will be developing key account capabilities across the B-F portfolio to bring to life relevant aspects of the regional and country specific marketing strategies. The ability to ensure executional excellence will be determined by the individual’s ability to take the marketing and commercial strategies and translate these into cohesive long-term key account activation plans.

Main Functions:

Key Account Strategy Development and Planning

  • Develop an Africa Key Account strategy, to include a prioritisation model

  • Define and understand the key account universe by market

  • Develop yearly and 3 year plans for Key Accounts to include promotion plans, a promotion calendar and on and off shelf merchandising standards

  • Ensure resources are available to implement plans, (this may involve working with the distributor in a market to ensure funds are allocated accordingly)

  • Monitor and evaluate the implementation of promotions by Key Account

  • Work with the B-F Marketing team to design and implement innovative account specific promotions

  • Ensure B-F global promotional standards are adhered to at all times

  • Effectively manage and monitor retail advertising, both in and out of store

  • Explore and execute digital promotional opportunities

Establish and Achieve KPIs for Key Accounts

  • Agree short and long term KPIs with Key Account customers, (to include volume, value and market share objectives), as part of key account plans

  • Ensure Key Accounts reach monthly, quarterly and annual targets

  • Identify opportunities to increase sales volumes and value for B-F brands

  • Ensure listing distribution and visibility objectives are achieved, (e.g. Forward share)

  • Ensure relevant sales teams are regularly calling on Key Account stores to drive execution and volume

Develop Key Account Relationships

  • Develop relationships at all levels within Key Accounts within head office and at store level. This should include the buying team, marketing, and in store category heads.

  • Lead/facilitate customer meetings at all levels within the customer organization to gain agreement on joint initiatives

Develop Key Account Management Understanding and Capabilities

  • Ensure Incodeal/GCF and DP’s commercial team have clarity on Key Account strategy, planning and execution and understand what is required from them

  • Give DP’s commercial staff regular direction and feedback

  • Support sales teams with clear, simple and powerful customer strategies

  • Develop Key Account Management capabilities within DP teams, Regional Managers and FMMs

  • Support and coach DP sales teams on joint business planning

Deliver Operational Excellence

  • Ensure Key Account objectives by market are agreed by B-F and Incodeal/ GCF

  • Constantly collaborate with local DP’s with regards to key account planning

  • Ensure customers are being serviced efficiently by DP’s sales teams

  • Identify and activate new key accounts

  • Support DP’s in the development of key account order and forecasting capabilities

  • Influence and guide customers’ planning with regards to category management and planograms

  • Ensure correct channel and outlet classification by Key Account

  • Ensure all business is conducted according to B-F compliance guidelines

  • Ensure promoter teams have comprehensive brand and product knowledge for effective implementation of Key Account promotions

Report Progress

  • Submit feedback on competitor brand marketing and other initiatives

  • Provide feedback on account specific promotions

  • Gain and share shopper and category insights

  • Conduct quarterly Key Account reviews and present these to the business

  • Evaluate opportunities for customer data sharing to gain deeper business insights

  • Submit monthly price reports to B-F marketing team

  • Ensure evaluations are completed for all major initiative and promotion

Control and Manage Key Account A&P Budgets

  • Monitor total Key Account spend vs budget for the region

  • Manage advertising, listing and forward share budgets by customer

Qualifications & Personal Attributes

  • Qualifications

  • Business/Marketing degree

  • Fluent in English – French would be an advantage

  • Experience

  • Min 5 years’ experience across commercial and other functions. Cross functional experience an advantage

  • Key Account Management experience in South Africa and or Africa

  • High level of spirit/wine industry experience and product knowledge

  • Demonstrated knowledge of off-premise environment

  • Exposure across different channels and different levels of customer sophistication

  • Some exposure to Emerging African markets

  • Strong knowledge and experience in challenging trading environments

  • Able to work in ambiguous environments

  • Negotiation and conflict resolution with key customers

  • Demonstrated ability to build relationships and maintain effective working relationships with top level account decision makers, distributors and all internal stakeholders

  • Ability to work effectively across matrix management and communication structures

  • Superb written and verbal communication skills

  • Personal Attributes

  • Self-motivated and comfortable working in isolation

  • Strong leader and coach

  • Demonstrates personal accountability for performance

  • Demonstrated teambuilding skills

  • Strong organizational and planning skills



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

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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: IMEA

City: Cape Town

State: Int'l

Country: South Africa

Req Type: Exempt

AutoReqId: 4161BR