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Brown-Forman

Produces and sells whiskey, vodka, wine

Trade Marketing Manager

Full-TimeUpdated on 10/23/2026
No salary listed
Senior
Louisville, KY, USA
HybridBased in Louisville offices Monday–Thursday; remote Fridays. Travel as required by business needs.
Growth & MarketingMarketing Generalist & Management

About the job

Requirements
  • At least 5 years of progressive marketing, commercial, sales, or trade marketing experience in CPG or Beverage Alcohol, or equivalent experience.
  • Proven experience or readiness to directly lead, coach, and manage direct reports and cross-functional project teams.
  • Experience managing strategic agency partnerships, contract and Statement of Work negotiations, Request for Proposal processes, and multi-million-dollar promotional inventory systems.
  • Strong commercial math, financial acumen, and analytical capabilities to evaluate promotional mechanics, coupon legalities, and program return on investment.
  • Track record of driving organizational change management, navigating ambiguity, and applying a solutions-oriented approach to complex challenges.
  • Verbal, written, and presentation skills, including the ability to present strategies confidently to large regional audiences and senior leaders.
  • High proficiency across commercial technology platforms, digital promotional systems, and standard business software, including Microsoft and Google Workspace.
  • Must be willing and able to travel as required by business needs.
Responsibilities
  • Oversee high-level agency performance, agency onboarding, Master Service Agreements, and Statements of Work for key promotional partners, including point-of-sale sourcing and coupon management agencies.
  • Lead the long-term strategy, rollout, and user adoption of modern business-to-business ordering platforms, commerce stores, and promotional management tools for field sales teams.
  • Drive the strategic evolution of the couponing framework, replacing complex manual workflows with standardized digital-forward offers such as QR, mail-in rebate, and trade-in rebate offers to drive brand trial, increase shopper conversion, and optimize spend.
  • Oversee point-of-sale inventory logistics, agency day-to-day operations, and large-scale transitions to maintain business continuity without disruption to field operations.
  • Serve as the central connection point across Off-Premise, On-Premise, Customer Marketing, Brand, Finance, Information Technology, and Legal teams to ensure alignment and build a cohesive trade strategy.
  • Lead commercial communications, including co-orchestrating live national series, managing national newsletter features, and maintaining internal team social pages.
  • Challenge established processes and apply a progress-over-perfection mindset to make processes faster, easier, and more efficient for commercial stakeholders.
  • Lead, coach, and mentor the Senior Trade Marketing Specialist; oversee workload distribution and performance management, foster an inclusive environment, and guide the direct report’s professional growth and day-to-day execution.
  • Bridge brand strategies with commercial execution, optimize promotional platforms for point-of-sale and coupons, and equip field sales partners with trade tools.
  • Oversee strategic agency ecosystems and lead multichannel communications to simplify ways of working across the enterprise.

About the company

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Brown-Forman

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Brown-Forman is a major American-owned spirits and wine company that sells well-known brands such as Jack Daniel's, Woodford Reserve, Old Forester, Tequila Herradura, Finlandia vodka, and Korbel wine. It operates by producing and marketing a portfolio of branded alcoholic beverages that are distributed worldwide, in more than 160 countries. The company's products are sold under multiple label brands across categories like whiskey, tequila, vodka, liqueur, and wine, supported by global marketing, distribution, and responsibility programs. Brown-Forman differentiates itself through its large, diverse brand portfolio, extensive global reach, and focus on responsible consumption and community involvement. Its goal is to maintain leadership in the global spirits and wine market, grow shareholder value, and promote responsible drinking and sustainability across its operations.

Company Size

1,001-5,000

Company Stage

IPO

Headquarters

Louisville, Kentucky

Founded

1870

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Simplify's Take

What believers are saying

  • Q1 fiscal 2027 RTD sales rose 20%, led by New Mix up 48%.
  • Brown-Forman held flat organic net sales in Q1 despite softer alcohol demand.
  • Gross margin expanded 40 basis points, while free cash flow improved to $161 million.

What critics are saying

  • Canada keeps U.S.-made spirits off shelves in most provinces through fiscal 2027.
  • Developed markets Germany, France, and Spain fell 8% organic in Q1 fiscal 2027.
  • Tequila and used-barrel sales collapsed 12% and 61%, exposing Jack Daniel’s dependence.

What makes Brown-Forman unique

  • Jack Daniel’s and Woodford Reserve anchor a premium whiskey portfolio across 170 countries.
  • Brown-Forman keeps launching innovations, including Tennessee Blackberry RTD on September 16, 2026.
  • Archives-driven limited releases like Kentucky Boy, September 10, 2026, reinforce brand scarcity.

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Benefits

  • 401(k) Retirement Plan
  • Health Insurance
  • Flexible Work Hours
  • Paid Vacation
  • Phone/Internet Stipend
  • Wellness Program

Growth & Insights and Company News

6 month growth

-3%

1 year growth

-3%

2 year growth

-3%
Shanken News Daily
Oct 21st, 2026
News briefs for october 21, 2026.

News briefs for october 21, 2026. - Pernod Ricard has announced a new two-year partnership with pop star Charli XCX, promoting Absolut vodka. The collaboration will cover "limited-edition drops, collectible items, custom glassware, and fan events," according to Pernod, with the partnership teased by Charli and her dancers at the star's recent shows in Los Angeles. In addition to the photographs of Charli and her team wearing Absolut-branded shirts, the partnership kicks off with Charli's recipe for a Dirty Martini. Further content from the partnership will appear on both Charli XCX's and Absolut's social media channels. Last year, Absolut was at 2.58 million cases in the U.S., according to Impact Databank. - Brown-Forman has announced the latest addition to Jack Daniel's Single Barrel Special Release series, Coy Hill Rye. The whiskey - coming in between 64.35% and 74.25% abv, depending the barrel - is made from a mash of 70% rye, 18% corn, and 12% malted barley and sourced from 10-year-old barrels aged in Barrelhouses 1-13 on the release's namesake hill. Jack Daniel's Single Barrel Special Release Coy Hill Rye is rolling out now in limited quantities across the U.S. and carries a suggested price of $90 a 700-ml. bottle. Last year, Jack Daniel's (including flavors, excluding RTDs) was at 5.8 million cases in the U.S., according to Impact Databank. - The Dalmore, handled in the U.S. by Gallo, has expanded its Cigar Malt Reserve bottlings in the U.S., adding a new 18-year-old single malt. The whisky was aged for 16 years in ex-Bourbon barrels before finishing in a combination of Matusalem Sherry, Marsala, Cabernet Franc and Cabernet Sauvignon for a final two years before bottling at 46% abv. The Dalmore Cigar Malt Signature Reserve Aged 18 Years carries a suggested price of $400 a bottle and will launch in the U.S. on November 1.

Yahoo Finance
Oct 19th, 2026
Brown-Forman and Simply Good Foods, both down about 70%, are buy-and-hold picks

Brown-Forman and Simply Good Foods have each fallen about 65% to 70% from their highs, yet both keep investing in their futures. Brown-Forman, maker of Jack Daniel's, is down roughly 65% from its November 2020 peak. Jack Daniel's sales were flat last quarter, and its ready-to-drink range grew 20%. Free cash flow rose $32 million to $161 million, and the dividend has been raised for 42 straight years. Simply Good Foods, which owns Quest, Atkins, and OWYN, is down about 70% from its 52-week high. Atkins sales fell 24.6% last quarter, and the company wrote down Atkins and OWYN by $331 million. Quest still grows, and brought in $230 million of $357 million in quarterly sales. The company bought back $213 million of its stock in nine months.

Shanken News Daily
Oct 16th, 2026
News briefs for october 16, 2026.

News briefs for october 16, 2026. - Brown-Forman has announced a new limited edition line of whiskies from Old Forester, the Tribute Series. The collection kicks off with 2026 Old Forester Tribute Series, a 12-year-old Bourbon bottled at 57.5% abv and presented in a special decanter, unique to the series inspired by Christmas decanters released by the brand in the 1950s. Going forward, Brown-Forman says, the Tribute Series will focus on presenting some of Old Forester's best well-aged stocks drawn from across the brand's rick houses, as opposed to release single barrel or individual lot bottlings. The first release in the Tribute Series is now available in select retailers across the U.S. for a suggested price of $300. Last year, Old Forester was at 479,000 cases in the U.S., according to Impact Databank. - Azúcar Tequila has expanded with a new line of spirits-based RTDs, initially launching in Texas. The canned Margaritas come in three flavors - Classic Lime, Spicy Lime and Passion Fruit - all at 5.5% abv and 180 calories per can, and made with Blanco Tequila, fruit, and agave nectar. Currently, the RTDs are available at retail in Austin and Dallas with fuller Texas distribution to come. In addition, the brand is available for DTC ordering, where available. - Bacardi is celebrating Halloween with a new limited-edition, glow-in-the-dark bottling of the company's namesake white rum. The release, the Bacardi Superior Ghost Bottle, is available nationwide and is the anchor of the brand's wider Halloween programming, which includes a presenting sponsor partnership with AMC's Fearfest and serving as the Official Spirits Partner of Janelle Monáe's imaginative Wondaween Festival. Last year, Bacardi was at 5.64 million cases in the U.S., according to Impact Databank.

Yahoo Finance
Oct 16th, 2026
Chevron, DRDGOLD and Brown-Forman offer 3%+ dividend yields as Treasury yields near 5%

With long-term US Treasury yields near 5%, investors are weighing how to earn income without giving up equity upside. A Simply Wall St screen highlights three dividend stocks yielding above 3%: Chevron, DRDGOLD, and Brown-Forman. Chevron, an integrated energy group, has a market value of about $435.6 billion. It reports roughly $82.5 billion in US revenue and $78.8 billion internationally in its downstream business, and its upstream arm adds about $52.6 billion domestically and $55.1 billion abroad. DRDGOLD retreats gold tailings in South Africa. It has a market value of around $2.1 billion, a 38.1% net profit ratio, and a price-to-earnings ratio of 8.4x. Brown-Forman, maker of Jack Daniel's, earns about $3.9 billion from beverage alcohol products and is valued near $13.1 billion.

Global Drinks Intel
Sep 18th, 2026
Brown-Forman takes Jack Daniel's Tennessee Blackberry into rtds.

Brown-Forman takes Jack Daniel's Tennessee Blackberry into rtds. Last updated: 18/09/2026 at 5:51 PM 18 September 2026 'After seeing the response, we knew it was the cocktail that earned its can ...' Brown-Forman has added a premix extension to the blackberry-flavoured SKU of flagship whiskey Jack Daniel's in the US, barely a year after the full-strength variant's release. The company, which added Tennessee Blackberry to the American whiskey's permanent portfolio in August last year, confirmed the launch in the country of Jack Daniel's Tennessee Blackberry Mixed With Lemonade this week. According to the brand owner, the RTD is a response to the viral trend of mixing Blackberry with lemonade that it observed last year. Available nationwide, the 4.8%-ABV premix has an SRP of US$11.99 per four-pack of 35.5cl cans. "When we launched Jack Daniel's Tennessee Blackberry last summer, fans quickly fell in love with its signature cocktail of Tennessee Blackberry and refreshing lemonade," said Jack Daniel's RTD brand director at Brown-Forman, Mary Beth O'Mara. "After seeing the response, we knew it was the cocktail that earned its can, and we're excited to bring it to our friends in a format that makes it even easier to enjoy." Of Jack's other flavoured variants, Tennessee Honey also has an RTD sibling that features lemonade, albeit at a stronger ABV of 7%. In results for the three months to the end of July, when group sales dipped by 1%, Brown-Forman noted that Jack's three flavour extensions not including Blackberry - Apple, Fire and Honey - were in marked decline sales-wise, while its RTD operations delivered an 11% top-line lift.