Brown-Forman January 2017 Recruitment

Posted on :

16 Jan, 2017

Category :

Business Management Jobs in Ghana

Founded in 1870 by George Garvin Brown, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands.

Job Description

Job Title: Regional Manager

Reporting relationships: FFM’s Report into RC

Reporting to: Brown Forman (Marketing Mngr – Cape Tow     

Incodeal (B-F Agent for Emerging Africa)

Partners with: Local Distributor Partner



The Regional Manager will play a significant role in the development and implementation of regional and brand strategies which are focused on the markets covered by the individual. Key to the successful development of these strategies is a sound knowledge of the markets as well as the ability to form strong relationships with key influencers in the industry.

The successful execution of the strategic plans will rely on the Regional Managers ability to manage the Field Market Managers. As part of this management, formal quarterly reviews will be conducted with FMM’s to gauge performance as well as identify areas of future personal development. The position will also be responsible for the quality of the monthly activity reports and good practice sharing between the relevant markets.

Key markets for this role include the following countries –


–         Primary Markets – Ghana / Ivory Coast / Gabon

–         Secondary Markets – Cameroon / Congos / Togo

Main Functions:

Strategy Development

  • Contribute to Regional strategy development eg West Africa strategy in collaboration with BF and Incodeal
  • Contribute to brand plan within each of the relevant markets that fall within the respective region

2nd Tier Country and City Expansion

  • Asses future expansion opportunities
  • Awareness of RTM options. Collaboration with Incodeal.
  • Develop country/city expansion plans
  • Ensure effective implementation of strategies
  • Regional Managers will assume the role of FMM’s in tier 2 markets 

Support Distribution Partners

  • Develop DSM relationship with Distribution Partners (Disproportionate Share of mind)
  • Quarterly distributor reviews
    • Current brand performance
    • Stock management
    • Depletion analysis
    • Forecasting
    • Support sales force and distributor partner in outlet segmentation and channel mapping.
  • Agree brand and promotional plans with distributor for tier 2 markets
  • Key customer interface with DP. Establish relationships with key customers

Leveraging the Field Market Managers

  • Contribute to the development of the Field Market Mngr team – Recruitment / Induction / Management / Coaching
  • Training of FMM’s and distributor sales force at every opportunity
  • Ensure consistency and excellence in execution according to brand guidelines

Operational Functions

  • Unearthing trade and consumer insights
  • Link between BF/ Incodeal / GCF and distribution partners
  • Regional interface with KA Manager (Future)
  • Adopt a leading role in running regional workshops
  • Develop relationships with key local influencers

Resource Development

  • Assess and motivate for optimum resource structure
  • Develop succession plans
  • Recruitment process
  • Onboarding and personal development
  • Participate in FMM & own KPI evaluation with Incodeal and Brown Forman


  • Quarterly Reviews with RM, Incodeal and BF
    • Macro-economics
    • Industry / Competitor / RTM developments
    • Counterfeit and TNT tracking
  • Oversee and check monthly Marketing Activity reports
  • Best Practice sharing

Budget Control

  • Monitor spend vs budget for tier 2 countries
    • A&P
    • SG&A
  • Manage FMM and ensure spend is aligned with budgets

Qualifications & Personal Attributes

  • Qualifications
    • Tertiary degree / diploma – preferably in commerce or social sciences
    • Fluent in English & French
  • Experience
    • Min 5 years commercial experience – Sales / Marketing
    • Some exposure to Emerging African markets, preferably having resided in Africa
  • Personal Attributes
    • Self-motivated and comfortable working in isolation
    • Relationship building – Outgoing yet having the ability to exercise restraint
    • Leadership qualities and setting responsible example
  • Core behaviours
    • Being a Champion of Team, Self & Brands
    • Being Curious of opportunities & solutions
    • Being Collaborative with team & partners

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