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Brown-Forman Brand Advocacy Manager/in (f/m/d) in Hamburg, Germany

The holder of this role can be based in :

  • Berlin

  • Hamburg

  • Frankfurt am Main

  • München

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 positively influence consumer purchase behavior indirectly by driving physical and mental availability of our brands at (key) influencers and opinion leaders. The Brand Advocacy Manager ensures that our brands are noticed, considered, loved (mental availability) and finally used/drink (physical availability) by authentically influence, engage, inspire and mentor different target audiences and create advocates of our brands by building loyal relationships and networks. In addition she/he will drive awareness for our Super Premium brands on social media.

What You Can Expect?

Region & Brands:

  • Special responsibility for parts of the Emerging Brands portfolio or Jack Daniel’s family of brands within the Brand Advocacy team to be main contact person for these brands within the team

  • Regional responsibility (based on the place of residence) within the Brand Advocacy team in close collaboration with local Sales Representatives and regional Field Force Managers

Networking in the overseen region:

  • Identification (together with the Senior BA Mgr.) and ‘winning’ of key influencers and opinion leaders; build and manage excellent and close relationships and loyalty with them.

  • Fostering of existing and new cooperations, networks, single contacts

  • Definition of influencer on-trade outlets

Education, Training & Advocacy Program:

  • Contribute to the development & execution of existing advocacy program in cooperation with Trade Marketing On-Trade and Senior Brand Advocacy Manager

  • Support the design the execution for trainings & educations that are an appealing combination of engaging and educational in collaboration with Brand & Trade Marketing

  • Conduct brand advocacy & education trainings in close guidance with Brand & Trade Marketing and in collaboration with Sales (field force) in the overseen region

  • Supports the development of required training materials, such as presentations, visibility materials, food + drink together with Brand & Trade Marketing

Fairs & Events:

  • Participate at predefined relevant fairs (trade, consumer, e.g. BCB, Interwhisky, HanseSpirit), partly in cooperation with our Scotch distributor Kammer Kirsch and contribute to the content set up

  • Supports planning and execution of brand specific events in close cooperation with Brand & Trade Marketing

  • Homeplace trips to the distilleries of our brands

Online/ SoMe:

  • Implementation of social media activities/ content in cooperation with Brand & Trade Marketing and according to global media playbook guideline

  • Mirror event content in online platforms

Insights & Reporting:

  • Watch and communicate trends (brands, trade, online, social)

  • Contribute with insights & ideas & trends for constant evolution and entrepreneurial thinking in our relationship building and activation with top trade

  • Planning, reporting, tracking and evaluation of projects against pre-set KPIs and on base of a new system/tool


  • Strong and good cooperation with sales (KAM, on+off trade, field force)

  • Cooperation with agencies (event, social media etc.)

  • Exchange with global / other European brand advocacy managers to learn and share

What You Bring to the Table?

  • several years experience within spirits business

  • Strong knowledge in Whiskey, preferably American and Scotch Whisk(e)y (history, brands, taste profile, production, legal)

  • Bartender skills, expertise in creating/ mixing/ making drinks

  • Knows the German On-Trade channel & customers

  • Existing influencer network

  • Solid knowledge of IT applications (MS Office/ Google, salesforce…)

What makes you unique:

  • Bachelor’s Degree

  • Field sales experience in FMCG/Horeca

  • Basic Knowledge of German Off Trade

  • Secondary education (Refa/Hofa/sommelier)

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-00002667