Field Marketing Manager, Responsable marketing terrain, Douala, Brown-Forman Corporation

Field Marketing Manager, Responsable marketing terrain, Douala, Brown-Forman Corporation

Role Responsibilities/ Responsabilités du rôle

Imagine working for a company that welcomes you in, inspires you to bring your best self to every opportunity, and encourages you to grow and develop your career in a resilient and fun industry. Brown-Forman offers our employees this kind of career and environment and has for more than 150 years. Together, we proudly live and work by our values, striving each day to be better and do better as people, as a company, and as members of the communities we call home. Come have a seat at our table.

Who is Brown-Forman?

For more than 150 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Jack Daniel’s & Cola, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Gentleman Jack, Jack Daniel’s Single Barrel, Finlandia, el Jimador, Woodford Reserve, Chambord, BenRiach, GlenDronach, Slane and Fords Gin. Brown-Forman’s brands are supported by approximately 5,200 employees and sold in more than 170 countries worldwide.

The Cameroon market is part of the West Africa Region in Brown-Forman Africa. Brown-Forman Africa through the iconic Jack Daniel’s brand dominates the American Whiskey segment in Africa and Cameroon. Our ambition is to play a key role in the development of Jack Daniel’s in the region going forward through building the brand and managing our stakeholders locally.

Meaningful Work From Day One:

The Field Marketing Manager (FMM) is responsible for the development and growth of BF brands. This is achieved through the implementation and evaluation of winning brand strategies developed taking in consideration relevant inputs from In Market Distributors (IMD) and Les Grands Chais de France (LGCF) .

The position will require an in-depth knowledge of the market and consumers, in terms of route to consumer as well as channel, customer prioritization, consumer trends and motivations. The individual will need to recruit, develop, and work closely with promotional and media Agencies across both the off and on trade and media. This is to ensure that promotional activities are executed according to global brand guidelines and focused within the right channels. Fundamental to the success of this role will be the relationships that are formed with key customers, BTL and media agencies in the marketplace.

What You Can Expect:

Brand & Operational Planning

Have a good understanding of our brands and the key brand growth drivers

Have a good understanding of the local consumer trends and motivations

Analyze and understand consumer and market data to generate relevant consumer/brand insights.

Feed market knowledge and consumer/brand insights into annual brand plan development

Translate the brand plans into focused, differentiating and consumer relevant execution strategies

Ensure clear objectives are set for all activities.

Ensure that the promotions are effectively planned for implementation and are within brand guidelines and architecture

The field marketing manager is required to attend at least one promotion a weekend. A total of 4 per month.

The employee is required to conduct a sales accompaniment with at least 1 staff of the IMD every month and 1 accompaniment (coaching and reviewing) with their Field Supervisor every month. These should be documented.

Identify and execute against visibility (brand and sales) opportunities on and off-trade

Responsible for recruitment, management and inspiration of BTL and Media agencies for brilliant execution.

Ensure sales and promotional teams are trained and have adequate knowledge of our brands. Teams to be trained or be part of a training session at least once a month.

Conduct brand training with the staff of key customers. At least 1 per month

Drive the IMC agenda of the market by engaging with the Africa IMC Manager and the ATL Agencies.

Have a good understanding of competitor activity and evaluate competitors’ strategies and objectives to gauge the impact on our brand plan.

Suggest improved localized mechanics for all marketing activities

Brand Plan & Operational Plan Execution

Develop monthly execution plans for key cities line with the overall yearly brand plans for BF brands and ensure effective implementation of the same.

Drive competition beating execution on BTL and through Media.

Drive fast implementation of all ideas documented in the plans ensuring they are executed brilliantly

Demonstrate deep personal accountability for holistic performance

Identify and align the critical stakeholders required to deliver brilliant execution of the brand plans

Ensure brand guidelines are adhered to by the team and partners across all the execution levers we undertake

Always measure and evaluate all brand activities upon their completion.

Manage all parties involved in the execution of the Country Brand Plan.

Market/Trade/Channel/Customer & Consumer Understanding

Have a good understanding of our target consumer sets across our brands

Understand consumer behavior and remain in tune with consumer trends

Interact responsibly with consumers to understand their motivations and behavior.

Build a consumer database over time

Develop an in depth understanding of the marketplace including our competition

Ensure the appropriate brands are activated in the correct channels

Conduct a Key Account meeting every Month.

Distributor & Key Customer Management

Ensure our brands are available in key trade channels

This includes various SKU’s and brand portfolio

Understand channel prioritization by variant and SKUs

Engage local distributor sales teams to rectify any distribution issues

Identify and form a relationship with key customers with whom we should focus our marketing activities

Identify new potential customers in which to distribute and activate our brands

Evaluate pricing against global guidelines to ensure optimum brand positioning and RGM.

Check and report stock levels of Importer/ Distributor and outlet

Develop and maintain a good working relationship with the Importer/ Distribution Partner (DP) and their relevant sales teams

Negotiate promotional plans with key customers

Collect information on depletion and stock levels on a monthly basis.

Gather information on TNT and counterfeit and report accordingly to Brand Protection Team

Act on Brand Protection findings and recommendations

Manage, Develop & Champion the Brand Supervisors and BTL Agencies

Conduct regular promoter skills training

Includes responsibility training

Coach Agencies in line with their KPIs; work with them on their development and support them so that they can perform at their best

Ensure all Agencies have monthly review sessions for monitoring progress.

Proactively identify, drive and lead business improvement with regard to marketing

Take time to recognize members of the team and celebrate success

Ensure consistency and excellence in execution according to brand guidelines

Manage promotional Agencies with clearly defined KPI

Conduct weekly status meetings with Agencies and set clear objectives

Encourage supervisors to champion the BF brands

Financial / POS Management and Control

Ensure brand expenditure is in line with planned budget

Follow the A&P process as set by Global Finance

Ensure brand expenditure invoices processed according to BF Finance standards

Ensure sufficient POS materials are ordered on time and managed appropriately to drive the brand plan. Report on stock level on a quarterly basis.

The FMM is responsible for the warehousing and effective allocation of POS

Manage and report on promotional free issues effectively.


Submit the monthly Marketing Activity report by the 4th of every month. Template is provided covering:

Macro-economic conditions

Consumer feedback

Competitor Activity

Promotions evaluation against defined targets

Delivery a pricing report per region every month. Template is provided.

Highlight any distributor issues that may be relevant

Timely prepare Monthly and Quarterly reports for the market (MBRs and QBRs)

Actively take part in Monthly A&P review/update meetings with Africa Finance

What You Bring To The Table:

Experience in a matrix management system

Above 5 years working experience

University degree required

Working with 3rd party distributor partners

Market/Trade/Channel/Customer Understanding

Proficiency in English and French

Key account management and business development skills

Advanced communication, negotiation and leadership skills required in managing 3rd parties (Agencies, Distributors and non-market-based B-F internal Stakeholders)

Operational Decision Making

Nothing Better in the Market:

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​.


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: Emerging International Division

City: Douala


Country: CMR

Req ID: JR-00005205

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