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Brown-Forman Trade Marketing Manager On-Trade & Events - Jack Daniel's (m/f/d) in Hamburg, Germany

Who is Brown-Forman?

For more than 150 years, the Brown-Forman Corporation has enriched the lives of generations with high-quality alcoholic brands.

On the German market, Hamburg-based Brown-Forman Deutschland GmbH distributes and markets a selection of premium and super premium spirits from the international portfolio. These include the American Whiskeys JACK DANIEL'S Tennessee Whiskey and Woodford Reserve as well as the Scotch whiskys Benriach and The GlenDronach. Fords Gin, FINLANDIA Vodka, the tequilas EL JIMADOR and HERRADURA and the CHAMBORD liqueur round off the range.

Around 4,800 employees worldwide look after the brands from Brown-Forman, which are sold in approximately 170 countries. The company, which has been family-run since 1870, is traded on the New York Stock Exchange. In Germany, the company has around 150 employees and is again certified as a Great Place to Work© in 2020/2021. Brown-Forman advocates for the responsible enjoyment of alcohol through global and local initiatives.

Further information: , ,

Meaningful Work From Day One:

Aligned with Brown-Forman long-term brand building and profit growth strategies, this position seeks to optimize the route to new and existing consumers in the On-Trade or experiential activities holistically. It will indirectly connect with consumers by optimizing the customer approach in the On-Trade business.

The Trade Marketing Manager is responsible for positively influencing consumer purchase behavior by driving physical and mental availability of our brands especially through the casual & trend segments of the On-Trade channel incl. external events.

What You Can Expect?

The role encompasses the responsibility for the full local translation of Brand Strategies into compelling channel strategies for parts of the On-Trade channel which is a key brand building and brand selling channel for Brown-Forman Germany and an essential part of our growth strategy over the next years. Key function in this role encompasses:

  • Responsible for the annual set up of optimal consumer & customer targets for the overseen On-Trade segments incl. external events in collaboration with Brand Management, Sales On-Trade team (National Field Force Manager, Regional Field Force Managers and Sales Representatives) and other Marketing functions

  • Supports new product launches and the development of their going-to-market strategies for the On-Trade for the Jack Daniel’s family of brands

  • Responsible for the development, planning, execution and evaluation of all On-Trade activations/ promotions in the casual & trend outlet universe incl. events (focus on Jack Daniel’s Tennessee Whiskey, Tennessee Honey, Tennessee Fire and Tennessee Apple):

  • Independently leads & briefs external agencies on projects/ promotions

  • Coordinates with On-Trade Regional Field Force Managers & Brand Management

  • Aligns with Finance on correct accounting of activities

  • Regularly provides reports on promotion efficiency and progress to plan status

  • Supports the Head of Trade Marketing and Senior Trade Marketing Manager in the set-up of the On-Trade execution standards incl. picture of success for the overseen On-Trade segments incl. Events

  • Responsible for annual set up and tracking of related A&P budgets for the supervised brands/ promotions

  • Supports the On-Trade related maintenance of Sales Reps supportive tool POS-Shop incl. inventory management of supervised POS material and coordination between internal and external partners

  • Responsible for the sourcing, development, administration and further inclusion in internal and external processes of POS material with Purchasing Department

  • Collaborates with the Market Category Consumer Insights (MCCI) Team Germany, Sales On-Trade team (Reg. Field Force Managers & Sales Reps) to gain more On-Trade facts and consequently insights (e.g. via in-market tests, studies etc.)

  • Participation in regional Field Force & selected brand and KA meetings

What You Bring to the Table:

  • Bachelor’s Degree/ trained HORECA manager or equivalent experience

  • several years of experience with Off-/ On-Trade channel, Trade Marketing or Brand Marketing

  • FMCG company experience

  • Strong oral & written communication in German and English

  • Good MS Office/ Google applications skills

  • Good German market knowledge (retail, consumer, trade) - especially of the On-Trade channel

  • Good knowledge level of marketing disciplines: Market analysis, strategy development, consumer/ shopper insights, creative development, strong project management capabilities

What Makes You Unique:

  • Knowledge of On-Trade channel & customers

  • Sales Experience

  • Event or Fair Management Experience

Nothing Better in the Market

Total Rewards at Brown-Forman is designed to engage our people to ensure our sustainable and profitable growth for generations to come. As a premium spirits company, we offer premium and equitable pay & bonus for individual and company performance. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.

At Brown-Forman Germany, some highlights of the competitive benefits are flexible working options for a better work-life balance, family service, product allowance, gym cooperation, company pension as well as the opportunity to get involved in one of our employee resource groups on topics that go beyond your actual job and broaden your horizons.


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 Division

City: Hamburg


Country: DEU

Req ID: JR-00003275