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Brown-Forman Customer Marketing Executive - On Trade (9 month FTC) in London, United Kingdom

​Imagine working for a company that welcomes you in, inspires you to bring your best self to every opportunity, and encourages you to grow and develop your career in a resilient and fun industry. Brown-Forman offers our employees this kind of career and environment and has for more than 150 years. Together, we proudly live and work by our values, striving each day to be better and do better as people, as a company, and as members of the communities we call home.

Come have a seat at our table .

Meaningful Work From Day One

In this role, you will provide support to maximize value and commercial impact for our portfolio of brands across a range of Customers, with a principal focus on managing activations plans for the Independent Free Trade.

The role collaborates with many different functional teams across marketing, sales and demand planning to develop best-in-class executions that drive both brand and business objectives. Your role will be to ensure that all activation plans address the brand portfolio consumer challenges and opportunities whilst exciting customers about B-F brands.

You will be experienced in customer marketing, managing multiple projects and budgets at any given time will also be key. You will be expected to be in the office as needed for your role, as well as attending relevant Sales and Customer meetings.

This is a 9 month fixed-term contract.

What You Can Expect:


  • Proactively drive and be responsible for your personal development, and seek out ongoing candid, appreciative and constructive feedback.

  • Collaboratively work with your manager on coaching and development plans through regular sessions throughout the year.

  • Engage with the company’s vision and direction by making an active contribution to building the company.

Business Development

  • Contribute to the development and execution of customer activations with a wider cross-functional team by ensuring that customer-specific requirements and best practice are considered.

  • With direction from the Senior Customer Marketing Manager, manage and develop activation strategies for B-F brands portfolio

  • Working with the Senior Customer Marketing Manager and Sales team to identify key customers to develop bespoke activation plans, which deliver against the B-F brand strategies, brand growth occasions and On Trade segmentation.

  • Develop POS tools which allow multiple accounts to be part of agreed brand platform programs by working with Brand and Sales teams. With support from the Senior Customer Marketing Manager and wider cross-functional sales team, deliver a long-term approach to partnering with key accounts for B-F brands.

  • Working in collaboration with the Customer Marketing Coordinator to ensure all POS requirements are developed and delivered for the Field Sales team programs throughout the annual planning cycle.

  • Contribute to the Customer Marketing inputs for the Business Monthly meetings. Provide commentary where required on business issues and challenges, related to your customer activation remit.

  • 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, work with agency partners to create customer activity briefs including design, POSM, sales promotion outlining requirements, timings and budgets. Ensuring that all outputs conform to legal and brand guidelines.

  • Support and build digital capabilities within the On Trade via the delivery of engaging and compelling customer digital campaigns. Be responsible for evaluating these campaigns and making future recommendations.

Strategic Guidance

  • Understand and be aware of how your customer activation plans support the Sales team in the management of customer P&Ls as required to drive the B-F UK value agenda.

  • With support from the Senior Customer Marketing Manager, you are responsible for delivering key customer marketing plans to achieve annual volume and value targets. This should be achieved by the development and implementation of customer strategic activations, which address the brand portfolio /consumer challenges and opportunities.

  • Input into the situation analysis of customer, business issues and opportunities across the portfolio to inform the customer and channel activation strategies and plans to unlock volume and value growth.

  • Track customer marketing activations budgets, including raising POs and GRN and Customer Marketing budgets.

  • Pre & post evaluate customer activations to ensure that they deliver against agreed KPIs, Critical Success Factors and ROI. Input activity insight and customer-specific learnings into the development of annual cycle plans.

Business Partnering

  • Develop long-term key customer relationships with Customer Buying and Marketing teams to ensure that brand activations are meeting customer strategies and challenges.

  • Ensure launch plans, activation compliance and all activity programs remain aligned with brand and channel activation strategies.

  • Seek buy-in and gain approval from Channel Marketing Manager and Department Heads on key projects.

  • Work with sales teams on the execution of activation plans for outlets. Collaborate in reviewing the effectiveness of all customer activations.

  • Ensure a detailed understanding of Customers with whom you will be responsible for creating activation plans.

  • Actively and regularly visit the trade. Gain an in-depth understanding of the operational challenges of retail on a day-to-day basis.

Culture and Values

  • As a trusted and experienced member of the Customer Marketing team, you will help with developing the talent and culture within the entire team.

  • Embrace B-F values through a diverse and inclusive culture where different perspectives are encouraged, and individuals feel connected and valued.

  • Adherence to operative and administrative processes.

Measures of Success

  • Deliver the customer plans on time and within budget, plus ensure that they contribute to the overall delivery of the commercial target set by the company (measured through forecast review and sales performance).

  • Activation delivery to the pre-agreed evaluation criteria from KPIs and Critical Success Factors.

  • Personal performance is measured through feedback, annual and monthly check-in reviews.

What You Bring To The Table:

  • Qualified in marketing and minimum 2 years relevant experience, including some or all of: On Trade / drinks industry / project management / budget management.

  • Experience in point of purchase sourcing and execution.

  • Good interpersonal skills; able to develop and maintain effective working relationships with all levels of internal and external contacts and with diverse cultures.

  • Prior experience in beer, wine and spirits or FMCG companies.

Skills Required

  • Fluent in English, both spoken and written.

  • Analytical skills being able to identify trends and patterns, commercially savvy.

  • Strong presentation and communication skills.

  • Ability to organize and manage multiple projects to completion by specific deadlines.

  • Collaborative team player.

  • Adaptable, flexible and resilient.

  • Prior experience in beer, wine and spirits or FMCG companies.


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: London


Country: GBR

Req ID: JR-00005670