Channel Customer Marketing Manager - Off Trade

📌 Core Information

🔹 Job Title: Channel Customer Marketing Manager - Off Trade

🔹 Company: Brown-Forman

🔹 Location: London, United Kingdom

🔹 Job Type: Full-Time, Hybrid (4 days in office)

🔹 Category: Beverage Manufacturing

🔹 Date Posted: July 21, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site (London office) with remote Fridays

🚀 Job Overview

Key aspects of this role include:

• Leading strategic Customer Marketing direction for Brown-Forman's UK Off-Trade Channel
• Managing and developing a team of 4 direct reports
• Building customer marketing capabilities and ensuring effective activation strategies
• Collaborating with cross-functional teams and key customers to drive business growth
• Working in a modern office in Fitzrovia, central London, with remote Fridays

ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and the ability to build and maintain effective relationships with both internal teams and external customers.

📋 Key Responsibilities

✅ Translate brand propositions into shopper/customer marketing activations that grow the P&L for the brand portfolio and customer

✅ Support the Off Trade Sales team on managing customer P&Ls by contributing to monthly commercial business reviews and recommending actions to address risks and opportunities versus budget

✅ Accountable for managing the overall channel/customer/brand budget across customer marketing activations, ensuring resources are allocated against key brands and business growth drivers by aligning with Brand and Sales

✅ Guide your team in investment decisions and customer planning choices via an understanding of channel profitability and mix

✅ Oversee the evaluation of shopper activations to ensure they deliver against agreed KPIs and ROI

✅ Maintain Brown-Forman's leading position in brand activation within the key customer base

✅ Develop key customer relationships with customer buying, category, and marketing teams to ensure Brown-Forman's brand/shopper activations remain the strongest within the category

✅ Ensure a deep level of customer understanding to inform customer plans and take into consideration customer strategies and objectives

✅ Partner with Brand Marketing to ensure the timely delivery of brand and customer executables to the Sales and National Account teams

✅ Liaise with Account Managers on the execution of activation plans with an omni-channel approach, with a key focus on stepping on Online and Convenience growth plans

✅ Work with the Sales and Finance teams to evaluate activations and make recommendations for any changes that might benefit further activation plans

✅ Lead the development of the Off-Trade Customer Marketing strategy to deliver annual commercial targets versus the annual budget

✅ Overall accountability for driving the annual activation agenda for the Off-Trade channel, aligning with business goals, setting customer activation direction and priorities

✅ Understand the consumer and brand proposition for each brand in the portfolio, ensuring that each is brought to life through customer activation plans

✅ Challenge agency partners to continue to deliver best-in-class customer activations which excite shoppers at the point of purchase

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

✅ Create a winning team motivated and passionate to deliver best-in-class, premium shopper activations which meet the company's requirements

✅ Provide the team with clear direction on key priorities across the portfolio and day-to-day support on key projects

✅ Provide strong and visible leadership, coaching, and development to the team

✅ Act as a role model of Brown-Forman values, lead a diverse and inclusive culture where different perspectives are encouraged, and individuals feel connected and valued

ASSUMPTION: This role requires a high level of strategic thinking, strong leadership, and the ability to manage multiple projects and priorities effectively.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field

Experience: 5-10 years of experience in Off-Trade Customer Marketing within FMCG/Spirits

Required Skills:

• Proven track record of developing compelling customer-centric marketing plans across a portfolio of brands which deliver against commercial targets in a competitive environment
• Strong and proven commercial skills
• Agency and budget management experience
• Line management experience
• Influencing cross-functional teams
• Fluent English, both spoken and written - superior communication skills (influencing, listening, presentations, written)

Preferred Skills:

• Success in this position is dependent on a strong drive to deliver results, excellence in communication and influencing skills, and bold, enterprise-wide thinking, and partnering with people
• Self-starter and growth mindset with an ability to challenge the status quo
• Collaborative team player with excellent persuasiveness, interpersonal, and conflict management skills enabling the creation of strong working relationships
• Adaptable, flexible, and resilient

ASSUMPTION: Candidates should have a strong background in Off-Trade Customer Marketing within FMCG/Spirits, with proven experience in developing customer-centric marketing plans. Strong commercial skills, agency and budget management experience, and excellent communication abilities are essential.

💰 Compensation & Benefits

Salary Range: £60,000 - £80,000 per annum (based on industry standards for a Senior Customer Marketing Manager role in London)

Benefits:

• Competitive benefits package, including health insurance, pension, and bonus scheme
• Opportunities for professional development and career growth
• Flexible working arrangements

Working Hours: Full-time, 40 hours per week, with remote Fridays

ASSUMPTION: The salary range provided is an estimate based on industry standards for a Senior Customer Marketing Manager role in London. The actual salary may vary depending on the candidate's experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Beverage Manufacturing

Company Size: Brown-Forman is a mid-sized company with approximately 5,700 employees worldwide

Founded: 1870, in Louisville, Kentucky, USA

Company Description:

• Brown-Forman Corporation has been building exceptional spirits brands for more than 150 years
• Responsibly upholding its founding promise of “Nothing Better in the Market”
• Portfolio of premium brands includes the Jack Daniel’s Family of Brands, Woodford Reserve, Herradura, el Jimador, Korbel, New Mix, Old Forester, The Glendronach, Glenglassaugh, Benriach, Diplomático Rum, Chambord, Gin Mare, Fords Gin, Slane, and Coopers’ Craft

Company Specialties:

• Adult Beverages and Consumer Packaged Goods

Company Website: http://www.brown-forman.com

ASSUMPTION: Brown-Forman is a well-established company in the beverage industry, with a strong portfolio of premium brands and a commitment to responsible business practices.

📊 Role Analysis

Career Level: Senior Manager

Reporting Structure: This role reports directly to the Senior Director of Customer Marketing, UK

Work Arrangement: Hybrid, with 4 days in the office (Fitzrovia, central London) and remote Fridays

Growth Opportunities:

• Potential to grow within the Customer Marketing team or explore other opportunities within the broader organization
• Brown-Forman offers opportunities for professional development and career growth

ASSUMPTION: This role offers opportunities for career progression and professional development within a well-established company in the beverage industry.

🌍 Location & Work Environment

Office Type: Modern, central London office in Fitzrovia

Office Location(s): 850 Dixie Hwy, Louisville, KY 40210, US (headquarters); Fitzrovia, London, UK (UK office)

Geographic Context:

• London is a major global city with a vibrant culture, diverse population, and thriving business scene
• Fitzrovia is a central London neighborhood known for its creative industries, restaurants, and bars
• Brown-Forman's UK office is conveniently located near public transportation links

Work Schedule: Full-time, 40 hours per week, with remote Fridays

ASSUMPTION: The role's hybrid work arrangement offers a balance between on-site collaboration and remote flexibility, with the opportunity to work from a modern office in a vibrant central London neighborhood.

💼 Interview & Application Insights

Typical Process:

• Online application and resume screening
• Phone or video call with the HR team
• On-site or virtual interview with the hiring manager and team members
• Final interview with the Senior Director of Customer Marketing, UK

Key Assessment Areas:

• Customer marketing strategy and planning
• Budget management and allocation
• Cross-functional team collaboration
• Leadership and management skills
• Communication and presentation skills

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare for behavioral and situational interview questions that focus on your problem-solving skills, leadership style, and customer marketing expertise
• Research Brown-Forman's brand portfolio and customer marketing strategies to demonstrate your understanding of the business and industry

ATS Keywords: Customer Marketing, FMCG, Spirits, Commercial Skills, Agency Management, Budget Management, Line Management, Influencing, Communication, Team Leadership, Strategic Relationships, Collaboration, Analytical Skills, Problem Solving, Adaptability, Interpersonal Skills, Conflict Management

ASSUMPTION: The application process for this role is likely to be competitive, with a focus on assessing candidates' strategic thinking, leadership, and customer marketing expertise.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Customer Relationship Management (CRM) software (e.g., Salesforce, Microsoft Dynamics)
• Marketing automation and analytics tools (e.g., Google Analytics, Adobe Marketing Cloud)
• Project management tools (e.g., Asana, Trello)

ASSUMPTION: This role requires proficiency in Microsoft Office Suite and CRM software, as well as familiarity with marketing automation and analytics tools and project management tools.

👔 Cultural Fit Considerations

Company Values:

• Responsibility: We act with integrity and take responsibility for our actions
• Collaboration: We work together to achieve our goals
• Diversity & Inclusion: We embrace and celebrate our diverse backgrounds and perspectives
• Excellence: We strive for excellence in all that we do

Work Style:

• Collaborative and team-oriented
• Results-driven and focused on delivering excellence
• Adaptable and open to change
• Respectful and inclusive

Self-Assessment Questions:

• How do you demonstrate responsibility and accountability in your current role?
• Can you provide an example of a time when you successfully collaborated with cross-functional teams to achieve a common goal?
• How do you approach diversity and inclusion in your personal and professional life?
• Describe a situation where you had to adapt to significant changes in your work environment or role. How did you handle it?

ASSUMPTION: Brown-Forman values a diverse and inclusive work environment, with a strong emphasis on collaboration, responsibility, and excellence. Candidates should be able to demonstrate alignment with these values and a strong work ethic.

⚠️ Potential Challenges

• Managing a team remotely one day per week may present unique challenges in maintaining productivity and engagement
• Balancing the demands of multiple brands and customers may require strong prioritization and time management skills
• Working in a fast-paced and competitive industry may require adaptability and resilience
• Navigating a large and complex organization may present challenges in building effective relationships and influencing stakeholders

ASSUMPTION: This role may present unique challenges related to hybrid work arrangements, managing multiple brands and customers, and navigating a large organization. Candidates should be prepared to address these challenges proactively and effectively.

📈 Similar Roles Comparison

• Compared to other Senior Customer Marketing Manager roles, this position offers a unique focus on the Off-Trade Channel and a specific portfolio of brands within the UK market
• Brown-Forman's size and global presence provide opportunities for career growth and development not available in smaller organizations
• This role's hybrid work arrangement offers a balance between on-site collaboration and remote flexibility, which may be more or less appealing depending on the candidate's preferences

ASSUMPTION: This role offers a unique focus on the Off-Trade Channel and a specific portfolio of brands within the UK market, with opportunities for career growth and development within a large, global organization. Candidates should consider their preferences for work arrangements and career progression when evaluating this role against similar positions.

📝 Sample Projects

• Developing and executing a customer marketing strategy for a new product launch within the UK Off-Trade Channel
• Conducting customer segmentation and targeting analysis to inform customer marketing plans and improve ROI
• Managing and optimizing customer marketing budgets to maximize value and growth for the brand portfolio and key customers

ASSUMPTION: These sample projects illustrate the strategic and analytical nature of the role, with a focus on driving growth and maximizing value for the brand portfolio and key customers.

❓ Key Questions to Ask During Interview

• Can you describe the most significant customer marketing challenge you've faced in your current role and how you overcame it?
• How do you approach building and maintaining effective relationships with key customers and internal stakeholders?
• What steps do you take to ensure your team remains motivated and engaged, especially when working remotely one day per week?
• How do you prioritize and manage multiple brands and customers with competing demands and objectives?
• What opportunities do you see for growth and development within this role and the broader organization?

ASSUMPTION: These interview questions are designed to assess the candidate's strategic thinking, leadership, and customer marketing expertise, as well as their fit with Brown-Forman's company culture and values.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Prepare for behavioral and situational interview questions that focus on your problem-solving skills, leadership style, and customer marketing expertise
• Research Brown-Forman's brand portfolio and customer marketing strategies to demonstrate your understanding of the business and industry
• Follow up with the HR team one week after submitting your application to inquire about the status of your application

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.