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Brown-Forman Trade Marketing Specialist Emerging Brands Italy in Milano, Italy

What’s It Like To Work Here ?

Brown-Forman Corporation is one of the largest American-owned spirits and wine companies - and among the top ten largest global spirits companies. Brown-Forman Italy is the Italian subsidiary of this worldwide operating and expanding enterprise of the consumer goods industry, with its headquarters in Louisville, Kentucky, USA. Brands of the Brown-Forman portfolio are, amongst others, Jack Daniel's Tennessee Whiskey franchise, Woodford Reserve, Gin Mare, Herradura and El Jimador tequilas and Glen Dronach and Ben Riach Scotch Malts. In Italy, Jack Daniel’s is the market leader in whiskey in value with over 12% market share. Woodford Reserve, Gin Mare and Diplomatico Rum are one of the fastest-growing Super Premium brands. The office in Milan is responsible for Italian operations in partnership with some regional functions. The Distributor Partners drive the business model in Italy.

Meaningful Work From Day One

The Trade marketing specialist will play a critical role in the development and operational implementation of trade marketing tactics for the Emerging Brands (EMBED) portfolio of Brown-Forman (B-F) Italy with a specific focus on Gin Mare, across all domestic trade channels (On Trade, Off Trade, e-commerce).

It will strengthen B-F commercial capabilities, elevate speed/quality of trade executions, identify business opportunities, provide competitive intelligence, ensure superb allocation of trade resources, and enable our brands to win at the point-of-purchase.

The position will assume a “bridging role” between the local B-F marketing team and Distributor Partner (DP) trade/channel managers, closely working with them to secure the clear “translation” of the local brand strategies into effective trade marketing plans and channel activations. It will enhance B-F share of voice among DP field force through continuous productive collaboration.

This position works under the supervision of Senior Brand Manager Gin Mare and Diplomatico, and in close cooperation with GM Italy and Alps and local Distributor Partner.

What You Will Do in This Role

Trade marketing planning and execution

  • Support GM and Sr BM to the development of the annual commercial plans and trade marketing brand plans.

  • Contribute to the formulation of On- and Off-Trade channel vision and set strategic directions (segmentation, picture of success, merchandising principles.

  • Collaborate with DP trade marketing team and align with B-F marketing team for the ideation, planning, production and implementation of best-in-class promotional programs and activities (per channel, region, customer).

  • Support Regional e-commerce manager to run and implement yearly e-commerce plan.

  • Assess results and align with DP for immediate corrections and provide recommendations for future activations.

Budgeting & Resource Allocation

  • Support Senior BM and GM to secure the efficient planning and allocation of trade resources across channels/customers based on brand objectives and field feedback.

  • Coordinate the ordering process (POSM, Gift Packs) and closely monitor respective budget and invoicing.

Trade insights, Business Analytics and performances

  • Ensure the analysis on a regular basis of the competitive environment and emerging trends in markets in order to implement corrective measures and action plans.

  • Perform regular market visits (on-and off-trade) to gain knowledge and observations about the market and consumers, monitor trade marketing initiatives, evaluate quality of execution by DP sales teams, capture best practices and identify areas for development and new business opportunities.

  • Run desk research and monthly analyze sell-out data to collect market data, gain channel and customer insights, gather competitive intelligence.

Brands Advocacy

  • Develop together with the B-F marketing team all relevant brand advocacy programs that will be executed by the Brand Ambassador.

DP engagement

  • Seamlessly integrate into DP commercial teams and build productive relationships in order to gain adequate focus and passion behind our brands. Constantly transmit B-F values, philosophy, and ways-of-working.

  • Collaborate with GM and DP partners in order to establish effective motivation programs, and ensure the proper implementation and evaluation at the end of the set period.

We Are Looking For People Who

  • Education: College/University (Bachelors or Equivalent); Marketing, Business or related

  • Experience: 3+ years of experience in relevant roles (i.e. trade marketing / sales & marketing) in FMCG industry (preferably alcoholic beverages / image products).

  • Working experience in multinational companies

  • Exposure to partnerships with 3rd party distributors

  • Professional knowledge of On & Off-Trade channels in Italy

  • Spirit/beverage background is a plus

  • Fluent in both Italian & English (speaking and writing)

  • Clear driving license cat B

  • IT literate / MS Office applications

What Makes You Unique

  • Good ability to analyze and understand panel data (Nielsen/IRI)

  • Problem-Solving / “Can Do” mentality

  • Good interpersonal skills. Able to work with and through people to accomplish goals

  • Ability to prioritize activities and manage time & projects effectively in a complex business environment

  • A team player who collaborates effectively to get desired results

  • Must be willing to spend up to 30% of the time in the field (Italy), and to adjust working hours according to job requirements, which may involve time spent in the On-Trade on certain evenings

  • Agile learner with excellent analytical skills

Nothing Better in the Market

Total Rewards at Brown-Forman is designed to offer our people a Premium Experience to ensure our sustainable and profitable growth for generations to come. As a premium spirits company, we offer equitable pay & bonus based on individual and company performance. We offer a range of benefits that reflect company values and meet the needs of our diverse workforce.


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: Milano

State: Milano

Country: ITA

Req ID: JR-00005876