Senior Trade Marketing Specialist
About this role
CURRENT EMPLOYEES, CONSULTANTS, AND AGENCY PARTNERS:
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Meaningful Work From Day One
Join the Trade Marketing Team as a Senior Trade Marketing Specialist, where you'll be responsible for owning, leading, and executing Below-The-Line (BTL) marketing programs from inception to completion. This role demands strong critical thinking, strategic ownership, and the ability to develop a distinct commercial and brand perspective for our stakeholders. As a vital bridge between Brand teams, commercial teams, and external partners, the Senior Specialist translates brand objectives into high-impact retail experiences. You'll expertly manage agency relationships, creative briefs, and point-of-sale (POS) development, ensuring our brand shines in every retail setting.
What You Can Expect
Program Leadership & Strategic Ownership: Lead and own Below-The-Line (BTL) program/toolkit development from inception to completion. Apply critical thinking to proactively identify market opportunities and drive high-impact retail solutions.
Agency Management & Briefing: Author comprehensive, strategic Creative Briefs. Serve as the primary day-to-day lead for both Creative and point-of-sale (POS) production agencies, ensuring deliverables are high-quality, on time, and on budget.
Strategic Point of View (POV): Act as an expert commercial partner to Brand teams. Critically evaluate incoming brand requests, provide a distinct trade perspective, and optimize programs/POS toolkits based on retailer and shopper realities.
Below-The-Line (BTL) Subject Matter Expertise: Serve as the internal authority on shopper marketing and retail execution. Oversee the entire lifecycle of point-of-sale (POS) development, including creative ideation, structural design, production, and final store/account deployment.
Professional Communication & Stakeholder Management: Present program/toolkit strategies and updates with a high degree of professional polish. Collaborate effectively across cross-functional teams (Sales, Brand, Agency) and maintain strong alignment with Trade Marketing Leadership. Senior Trade Marketing Manager.
Coordinates with Legal, Trademark and other intercompany functions to ensure appropriate standards and procedures are maintained, including reviewing creative for all print and promotional items for alignment with legal and brand equity guidelines.
Leads the development of presentations and online materials conveying POS ordering and commercial execution guidance for field sales teams.
Ensures field sales, agencies, internal design team and vendors have proper direction (i.e. graphic standards, quality expectations, etc.) in the development of programming needs.
Assists in monitoring and evaluating program success, identifying and recommending opportunities for improvement.
Responds to general daily requests by agencies, field sales, and Trade Marketing management.
Supports Trade Marketing teams with special projects (trade, shopper and/or consumer) as needed.
What You Bring To The Table
Minimum 3 years marketing, sales or sales promotion experience.
Ability to synthesize complex business goals and customer insights into clear, actionable marketing briefs that inspire creative agency partners and drive measurable results.
Demonstrated analytical and creative thinking capabilities, business acumen and project management.
Demonstrated ability to manage a high volume of work in a fast-paced business environment while adhering to many deadlines.
Demonstrated ability to make sound, independent decisions and manage through ambiguity.
Strong verbal and written communication skills.
Proficiency across multiple technology platforms, including Google and Microsoft.
What Makes You Unique
Beverage alcohol and/or CPG industry experience.
Working Arrangement
In-office at the Brown-Forman Louisville, Kentucky Corporate Headquarters Monday to Thursday, with flexibility to work remotely on Fridays.
Who We Are
We believe great people build great brands. And we know there is Nothing Better in the Market than a career at Brown-Forman. Being a part of Brown-Forman means you will grow both personally and professionally. You will have the opportunity to solve problems, seize opportunities, and generate bold ideas. You will belong to a place where teamwork matters and where you are encouraged to bring your best self to work.
What We Offer
Total Rewards at Brown-Forman is designed to engage our people to ensure sustainable and profitable growth for generations to come. As a premium spirits company, we offer equitable pay structures for individual and company performance alongside a premium employee experience. We offer a range of premium benefits that reflect our company values and meet the needs of our diverse workforce.#LI
Requisition Type:
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