Brown-Forman Area Manager Central America in TBD, Colombia

Job Description:

Preferred Location: Bogota, Colombia

Open possibility: Mexico City, Mexico

Scope of the position: Primary purpose is to manage the portfolio of Brown-Forman brands in the Central America markets with responsibility for the volume, sales and brand profit growth in the assigned local economies. The position leads over 12 distributors in the assigned area, championing the work and focus of brand managers and commercial leaders in all of these distributor businesses. The Area Manager is responsible for growing top line sales, managing an A&P budget, delivering operating income and securing execution and investment from distributor partners. This role partners and influences BF supporting functions, including Marketing, Finance, Legal, Credit, Customer Service, etc.

Some specific responsibilities are:

  • Distributor engagement, alignment and delivery of targets / commercial leadership

  • Brand planning, activation and execution.

  • Trade and Consumer development/insights

  • A&P management for the market

Position based preferably in Bogota, or Mexico City. Travel approximately 25-30% of time. Position would oversee A&P to build strong consumer franchises and long term profitable relations with distributors to expand market share for Jack Daniel’s Family of Brands, Woodford Reserve, Finlandia Vodka, El Jimador, Tequila Herradura, and other brands in the BF portfolio.

Distributor engagement, alignment and commercial leadership ( Be a Champion )

This role ensures focus and execution of the Brown-Forman portfolio initiatives inside the Distributor system. It contributes to increase and improve the motivation and dedication of our partners towards the BF portfolio of brands

Establish effective relationships with distributor teams in order to be able to provide input and leadership to influence distributor company’s day-to-day operations.

Align fiscal targets and commitment with local distributors. Translate annual commercial & marketing plans into executional and trackable terms for distributor teams.

Analyze current performance, price, trends, distribution gaps, market conditions, and other contributing factors using all relevant sources - Nielsen, IWSR - and support distributor to prioritize revenue opportunities.

Assess distributor capabilities and overall value chain to create mutual value and accelerate growth.

Develop and deliver proper training for distributor personnel and agencies to fully represent our portfolio of brands.

Enable BF distributor to win with key customers and sub-distributors. Build tools/resources to expand the footprint of the BF portfolio in top customers and occasionally attends buyer calls to represent the BF portfolio.

Supervision and inventory control, as well as compliance with the forecast of purchase orders. Tracking of orders and credit line avoiding block the orders.

Brand planning, activation and execution ( Be Collaborative )

Develops and agrees on annual brand and portfolio strategies, priorities, budgets and key initiatives for Central American markets in collaboration with Territory FMM.

Enable alignment of marketing plan in collaboration with FMM, and Distributor team. Works with FMM to gain necessary approvals and ensure full support of global and regional brand guidelines. Segments and prioritize opportunities to ensure proper focus in brand building initiatives.

Tracks and secures proper implementation (excellent execution and evaluation) of the marketing activities. Collaborates with distributor in order to guarantee and facilitate execution for all key marketing initiatives.

Cooperate in the development of communication platforms: lead the local distributors, BF digital media team & regional partners in the process executing ATL, Digital and BTL initiatives.

Conduct performance, KPI, brand reviews every 4 months

Organize deep evaluation of implementation and marketing activities to provide recommendations and inform future planning. Evaluates and recommends current and future opportunities in the markets

Trade and Consumer development/insights ( Be Curious )

This role represents the voice of the market (consumers, shoppers, trade); and should identify, prioritize, and communicate accordingly to brand and territory partners. It is also the voice of the brand (Jack Daniels’, El Jimador, etc) and should plan activities to win with this portfolio in the marketplace.

Conduct regular market visits, across all channels with focus on the on-trade. Assess through observation and conversations consumer, commercial and business issues & opportunities. Identify non-traditional methods to collect insights from consumers, bartenders, shoppers, buyers, and other players in the market. Fully utilize all relevant complementary sources of information, Radius, media partners, spirits and whisky fairs, bar show etc..

Ongoing reporting for the market dynamics; decomposing findings and insights into prioritized action items.

A&P management for the market

Defines A&P budgets in collaboration with Markets and FMM. Responsible for tracking and reporting of A&P spend.

Responsible for control and monitoring of A&P expenses.

Revision and supervision of the A&P reimbursement expenses, ensuring these correspond to the agreement in the Marketing Plan, backed by the proper supporting documentation.

Coordinate POS materials, gift, and other activation resources, procurement, warehousing, and deployment.

Steward all the invoicing process, and the proper alignment with plan budgets. Verify all documentation and support for invoices and reimbursement is in compliance.

The Area Manager must be capable of covering a broad range of activities with little direct supervision. Must be able to interact with and persuade key decision makers within Brown-Forman, brokers, distributors and retail customers. Must be willing to creatively improve existing systems, understanding the complexities and personalities involved.

• Reports directly to LAC GM.

• Works very closely with the FMMs.

• Manages agencies (BTL, Media, Digital) as appropriate.

• Works closely with distributor personnel (from top to bottom) in all assigned markets (Central America)

Position requirements: distributor leadership, broad marketing skills, robust background in consumer goods with commercial/business knowledge, experience and knowledge in Central American market is a plus, portfolio management experience, strategic thinking, financial skills and budget management, excellent interpersonal and communication skills.


  • Bachelor’s Degree in Business + 5 or more years of Commercial or Marketing experience

  • Marketing or Commercial success in the FMCG industry

  • Demonstrated ability to build and maintain strong working relationships

  • Fluency in English, Spanish

  • Strong business acumen

  • Excellent leadership skills and interpersonal skills.

  • Excellent communication (verbal and written)

  • Finance skills to create and analyze budgets

  • Necessary computer literacy Preferred Experience

  • Distributor level commercial experience

  • Alcohol beverage industry experience

  • People management experience desirable

#IB 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

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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: CCSA

City: TBD

State: TBD

Country: Colombia

Req Type: Exempt

AutoReqId: 4421BR