Quote from Hiring Manager
Extremely rare opportunity to join the team in a Senior Sales role leading our On Premise team, to take our strategy and execution to the next level in the market with our customers.
Meaningful Work From Day One
The National Business Manager – On-Premise is a pivotal leadership role responsible for driving the commercial success and brand footprint of our portfolio across the National on-premise channel.
Sitting on both the Sales Leadership Team (SLT) and the Senior Management Team (SMT), you will play a critical role in shaping not just channel strategy, but the broader commercial direction of the business. You will lead, mentor, and inspire a high-performing team of 5, while maintaining an active, hands-on presence with our most vital on-premise customers, national groups, and key distribution partners.
Important to success in this role is exceptional people leadership skills, a relentless drive for new business acquisition, and a commercial strategy for the On-Premise function to deliver on the Brown-Forman business strategy. This Role will require excellent cross-functional stakeholder management and collaboration.
What You Can Expect
Strategic & Commercial Leadership
Build and Execute Strategy: Develop, own, and execute the national on-premise strategy to drive volume, value, and premiumisation across the portfolio.
Executive Contribution: Serve as an active voice on the Sales Leadership Team and Senior Management Team, providing channel insights, reporting on performance, and aligning on-premise goals with the broader company vision.
Financial Management: Own the national on-premise P&L. Oversee trade spend, promotional budgets, and pricing strategies to maximise ROI and deliver profitable growth.
Market Intelligence & Expansion: Stay ahead of industry trends, competitor activities, and consumer behaviors within the hospitality and on-premise sector to identify and relentlessly pursue new commercial opportunities and untapped markets.
Team Leadership & Development
Lead a High-Performing Team: Lead and develop a team of 5, comprising National Account Managers and Key Account Executives.
Coaching & Mentoring: Set clear KPIs, provide ongoing coaching, and build individual development plans to ensure the team is engaged, capable, and consistently hitting targets.
Cross-Functional Collaboration: Champion the on-premise channel internally, working closely with Trade Marketing, Brand, Supply Chain, and Finance to ensure seamless execution of channel plans.
Customer Engagement & Relationship Management
New Account Acquisition: Act as the ultimate commercial "hunter," aggressively prospecting, pitching, and capturing high-value, net-new national on-premise groups and influential independent venues to exponentially grow market share.
Strategic Contract Negotiation: Spearhead end-to-end contract negotiations for prospective new business and key renewals. Expertly navigate complex commercial terms, pricing structures, and Joint Business Plans (JBPs) to secure highly profitable, long-term agreements and premium pouring rights.
Direct Customer Interaction: Lead from the front by building and maintaining strong, top-to-top relationships with new targets, existing tier-one customers, and major route-to-market/wholesale partners.
Brand Advocacy: Act as the ultimate ambassador for our portfolio in the trade, attending key industry events, trade shows, and customer activations, fostering a culture of brand loyalty among top-tier operators.
What You Bring to the Table
Experience: 15+ years of progressive sales experience within the alcohol/beverage industry, with a deep and demonstrable understanding of the on-premise channel.
Leadership Track Record: Proven experience leading, motivating, and developing sales teams (experience managing both account managers and executives is highly preferred).
Strategic Acumen: Strong ability to build long-term, data-driven commercial strategies and translate them into actionable, in-market execution.
Master Negotiator & Hunter: Exceptional interpersonal and negotiation skills, backed by a proven track record of closing complex contracts, acquiring lucrative new logo accounts, and an established network of key on-premise contacts and national group buyers.
Financial Literacy: Highly commercially astute with strong P&L management, forecasting, and trade spend optimisation skills.
Drive: High energy, resilient, and equipped with a relentless drive to win. Comfortable operating at both a strategic boardroom level and an operational "boots-on-the-ground" level.
What Makes You Unique
Operates with integrity
You drive for results every day
Have a passion for the liquor industry
Modeling diversity and inclusion
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.
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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.
