Brown-Forman Customer Marketing Executive - e-Com & Specialist Retailers in London, United Kingdom
What You Will Do in This Role
As a member of the Customer Marketing team you will be responsible for maximizing value and commercial impact for our portfolio of brands with Channels and key Customers.
Working across the Off Trade premises, the role collaborates with key stakeholders across marketing and sales to develop best in class activation strategies and flawless executions. The activations will drive both brand and business objectives for the likes of Amazon, Ocado and the Specialist Retailers. The person will also be in charge of managing the Digital Shelf for all dotcom retailers, and optimising and reporting to the wider business when necessary.
The role requires the ability to influence, inspire across several functions and where required, lead and work seamlessly with cross functional teams.
You will be an experienced customer marketer who has demonstrated the ability to combine a strategic & commercial business approach while managing multiple projects at any given time will be key. As well as being in your comfort zone working seamlessly with cross functional teams.
What You Will Experience
With direction from the E-commerce Customer Marketing Manager, manage and develop the e-commerce customer activation strategies for B-F portfolio;
Working with the Customer Marketing Manager and Sales team prioritise customers to develop bespoke activation plans, which deliver against the B-F brand strategies, brand growth occasions and Off Trade Channels.With support from the Customer Marketing Manager and wider cross functional sales team, deliver a long-term approach to partnering with key accounts for B-F brands.
Contribute to the Customer Marketing inputs for the Business Monthly meeting. Provide commentary where required on business issues and challenges, related to your customer activation remit.
Support the delivery of the commercial financial targets versus annual budget.
Develop key customer/ channel marketing plans to deliver annual volume and value targets with the creation, development and implementation of customer strategic activation. The activations should address the brand portfolio, consumer and customer challenges and opportunities.
Contribute to the monthly business reviews and recommend actions to address risk or opportunities associated with your customer marketing plans.
Understand consumer vision and brand proposition for each brand in the portfolio. Ensure that each brand's proposition is brought to life through customer activation plans.
Using brand developed distinctive assets and toolkits manage agency partners to create customer activity briefs including design, POS, sales promotion outlining requirements, timings and budgets.
Working cross functionally, strategically develop content which supports a Trade Press PR plan to publicize Customer Initiatives, Category Insight and NPD launches across different channel trade publications.
Support the Sales team in the management of customer P&L through understanding the impact your customer marketing activations contribute to driving B-F UK value agenda.
Translate the brand proposition into customer marketing activations to grow P&L for the brand portfolio and customer, by collaborating with Consumer Marketing teams to ensure the consumer proposition clearly links to shopper and customer propositions.
Provide strategic input and lead for key brand platforms which will be implemented across the customer / channel base.
Input into the situation analysis of customer, business issues and opportunities across the portfolio to inform the customer and channel activation strategies & plans to unlock volume and value growth.
Track customer marketing activations budgets vs agreed customer spends, ensuring that all activation stays in budget and customer remit. Be a champion for a brand & customer budget consolidation at each month end.
Pre & post evaluate outlet activations to ensure that they deliver against agreed KPI’s, Critical Success Factors and ROI. Input activity insight and customer specific learnings into the development of annual cycle plans.
Develop long term key customer relationships with Customer Buying and Marketing teams to ensure that brand / customer activations are meeting customer strategies and challenges.
Ensure launch plans, activation compliance and all activity programs remain aligned to brand and channel activation strategies.
Seek buy-in and gain approval from Channel Marketing Manager, Department Heads and Leadership Team on key projects.
Work with sales teams on the execution of activation plans and collaborate in the reviewing of the effectiveness of all customer activations.
Have a detailed understanding of your customer remit with whom you will be responsible for creating activation plans for.
Actively and regularly visit the trade including instore/outlets/ facias, seminars and champion adopting an outlet to partner with. Gain in in-depth understand of the operational challenges of retail on a day to day basis.
What You Bring to the Table
Qualified in marketing, customer marketing and Off Trade with relevant experience.
Good interpersonal skills; able to develop and maintain effective working relationships with all levels of internal and external contacts and with diverse cultures.
Excellent commercial acumen.
Excellent analytical and conceptual skills being able to translate insight into new ideas, strategies and recommend changes for growth.
Prior experience with other luxury FMCG industries
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.
In Brown-Forman UK, some highlights of the competitive benefits we offer include, but not limited to, medical/dental insurance, flexible-working options, product allowance and gym membership; along with global career opportunities.
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
Req ID: JR-00002016