Commercial Effectiveness Director

Overview of the Commercial Effectiveness Director Role at Brown-Forman

The Europe, Africa, Asia Pacific (EAA) Operating Division at Brown-Forman, responsible for over $1.6bn in net sales, is seeking a Commercial Effectiveness Director. This pivotal role focuses on continuously improving commercial effectiveness across the business through multifunctional integration, robust commercial capabilities, and optimized tools and processes for brand activation across various markets.

As the business leader for the EAA division, the Commercial Effectiveness Director will be fully accountable for successfully leading and continuously enhancing the Global Integrated Business Planning (IBP) process. Furthermore, this role will drive the agenda to elevate the division's commercial effectiveness by developing, implementing, and continually refining a comprehensive commercial capability agenda tailored to the diverse needs and developmental stages of markets within the EAA region.

The successful candidate will collaborate closely with Sales, Supply Chain, Marketing, Global Production, and Finance teams to ensure best-in-class IBP execution and the strategic deployment of commercial capability initiatives.

What You Can Expect

IBP Ownership

• Continuously improve meeting and process standards, documentation, and systems for Integrated Business Planning.
• Develop necessary capabilities within various teams to foster cross-functional collaboration, informed decision-making, and shared accountability across all IBP process steps and pre-meetings.
• Develop and champion cross-functional KPIs to establish alignment at all organizational levels.
• Ensure accountability for all team members adherence to agreed process standards, irrespective of organizational level or role.
• Implement full PMO recommendations on IBP.
• Integrate IBP with other organizational processes to contribute to a fully integrated planning framework.
• Partner closely with key stakeholders to implement business strategy, consolidate data, and validate KPI alignment through the IBP.
• Drive the cycle of IBP activity meetings and manage inputs/outputs, ensuring functional preparedness and clear visibility and communication on sales, demand, distribution, and supply trends to support business growth towards longer-term objectives.
• Actively contribute as needed to ensure the IBP activity runs smoothly.

Commercial Capabilities

• Develop a commercial capability curriculum in collaboration with Managing Directors and Commercial Directors for deployment across all EAA markets.
• Provide additional ad hoc support to address varying stages of development across the EAA region.
• Deploy commercial capability programs across markets in EAA.
• Lead the refresher/revamp of Brown-Forman's Commercial Way, updating it for current realities and market span.
• Connect with the global Learning & Development function to ensure alignment with global approaches.

Ad hoc Projects

• Opportunity for ad hoc projects focused on process and systems infrastructure improvement within EAA.

General Responsibilities

• Lead with a continuous improvement mindset as processes evolve across the EAA division.
• Provide timely internal communication to the EAA Leadership Teams.
• Partner with IT to automate reporting, scenario planning, and implement commercial capability platforms.

Additional Responsibilities

• Develop key relationships within Supply Chain, Customer Service, and Global Production teams.
• Provide strategic direction, project leadership, and hands-on tactical support for key commercial initiatives.
• Drive distributor supply chain efficiency and improvements in partner integration.
• Identify and share solutions for slow-moving inventory concerns.
• Provide input for new product commercialization.

What You Bring To The Table

• Experience: 10+ years of business experience in the CPG or alcohol beverage industry, encompassing commercial and operational roles.
• Successful track record in building teams, supporting individual development, and fostering organizational influence.
• Ability to set clear milestones and lead projects and structured business processes to achieve positive results.
• Demonstrated skills in facilitating cross-functional meetings involving senior executives.
• Effective communication at all levels of the organization and the ability to drive accountability in a culturally appropriate manner.

Key skills/competency

• Integrated Business Planning (IBP)
• Commercial Effectiveness
• Process Improvement
• Strategic Planning
• Cross-functional Leadership
• Stakeholder Management
• Commercial Capabilities Development
• Change Management
• Data Analysis
• Supply Chain Optimization