Sales Manager WHS/On Trade

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Quote from Hiring Manager

This is an exciting opportunity to lead one of our most strategic channels and directly shape the success of Brown-Forman's premium portfolio in Thailand. You'll have the chance to build strong customer partnerships, develop high-performing teams, and drive sustainable growth while making a meaningful impact on our commercial success.

Meaningful Work From Day One

The Sales Manager, WHS / On-Trade, leads the development and execution of commercial strategies to drive profitable growth across assigned customers and channels. This role is responsible for delivering sales objectives, strengthening distributor and customer partnerships, coaching sales teams, and ensuring excellent execution of Brown-Forman brands in the market.

What You Can Expect

• Develops and executes channel and customer strategies to deliver revenue, volume, distribution, and profitability objectives.
• Leads key customer and distributor relationships, building strong partnerships and negotiating mutually beneficial commercial agreements.
• Manages and develops a high-performing sales team through coaching, performance management, and capability building.
• Drives execution excellence across Wholesale and On-Trade channels to enhance brand visibility, availability, and market share.
• Monitors sales performance, customer trends, and market opportunities to identify risks and drive continuous business growth.
• Manages channel budgets, investment plans, and commercial resources to maximize return on investment.
• Partners closely with Marketing, Finance, Supply Chain, and other cross-functional teams to deliver business objectives.
• Provides business insights, forecasting, and performance reporting to support commercial decision-making and strategic planning.
• Champions Brown-Forman's culture, values, and compliance standards while fostering strong collaboration internally and externally.

What You Bring to the Table

• Strong experience in sales, commercial, or customer management roles, including leading and developing sales teams.
• Demonstrated success in driving commercial performance, managing key customer relationships, and delivering business results.
• Solid understanding of the beverage alcohol industry, FMCG environment, or related consumer goods sectors.
• Strong negotiation, influencing, and relationship-building skills with customers, distributors, and internal stakeholders.
• Ability to analyze commercial performance, identify opportunities, and translate insights into action.
• Experience managing budgets, forecasts, and business performance metrics.
• Strong communication and collaboration skills with the ability to effectively work across functions and within a matrix organization.
• Ability to balance strategic thinking with hands-on execution in a fast-paced commercial environment.
• Willingness to travel as required to support customers, distributors, and field teams.

What Makes You Unique

• Experience within the premium spirits, beverage alcohol, or luxury consumer goods industry.
• Experience managing Wholesale, On-Trade, or Route-to-Market channels within Thailand.
• Familiarity with distributor management and multi-channel commercial execution.
• Experience leading commercial transformation, capability-building, or market expansion initiatives.
• Strong knowledge of the Thailand beverage alcohol landscape, customer dynamics, and route-to-market strategies.

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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