Adam Moss

Key Responsibilities: -Account Management: Serve as the primary point of contact for duty free retailers at U.S. airports and border stores. Build and maintain strong relationships with key stakeholders and store operators. -Business Development: Identify and pursue opportunities to expand brand presence, open new locations, and grow market share in key airport and border duty free zones. -Sales Strategy & Execution: Develop and implement sales plans aligned with corporate objectives. Drive revenue targets, optimize product assortment, and manage pricing strategies in line with regional goals. -Retail Activation: Coordinate marketing campaigns, product launches, and promotional activities in partnership with retail partners and internal marketing teams. -Data Analysis: Monitor sales performance and market trends. Provide regular reporting, insights, and recommendations for continuous improvement. -Cross-Functional Collaboration: Work closely with logistics, supply chain, finance, and brand teams to ensure smooth execution and stock availability. -Compliance & Regulations: Stay current with customs regulations, import/export rules, and industry standards affecting duty free retail operations.

Customer Management & Key Account Development -Responsible for developing and maintaining a strategic partnership with assigned B-F key customers -Assumes leadership role in understanding, developing and implementing key customer initiatives -Creates customer focused win-win initiatives that enhance B-F and customer profitability -Leads/facilitates customer meetings at all levels within customer organization to brainstorm and gain agreement on joint initiatives -Develops customer plans and presentations; assumes ownership of attaining all relevant goals -Leads or leverages Brand Ambassadors within accounts for brand education Building Productive Relationships & Partnerships -Collaborates with Region, Channel and State stakeholders to leverage growth opportunities and brand platforms to drive business with customers -Communicates fiscal year plans of customers to Region, Channel, and State stakeholders -Works to align B-F priorities with customers -Collaborates with State stakeholders order to win with customer inside each location -Manages the execution of National/Regional programs through distributor account teams. Planning & Analysis -Reviews data relevant to account/market/channel with trade marketing manager and channel analyst to convert insights to actions for key customer presentations -Manages local brand marketing budgets -Manages local discounting budget in collaboration with State finance teams -Directs analyst regarding establishing programming metrics, completing post-program analysis, and providing support documents for customer meetings -Conducts customer performance reviews in accordance with customer planning -Provides annual customer overview for General Manager and Portfolio FMM -Communicates pricing expectations to customer, distributor and internal B-F stakeholders. -Ensures alignment and execution to drive profitability at all levels.

Responsibilities: Team Training & Development Serve as coach and leader to Swarm Team, ensuring they progress in their roles, preparing them for future Brown-Forman opportunities Hire, train, manage and motivate entry-level sales personnel into the Swarm Training Program. Utilize Targeted Selection Interviewing Program in selecting and hiring candidates. Adhere to structured 30/60/90/120 day on-boarding process to introduce new hires to B-F process, NJ dynamics, reporting systems and B-F way of selling. Utilize the 70/20/10 training model for training & development Design training program and develop quarterly Coaching Plans to align Associates’ performance with B-F’s goals. Implement and execute field work-withs (2-3 days per week) and monthly sales and training meetings to accomplish the primary goal of the Training Program: Field Execution & Market Manager Training. Coordinate and train on the Brown-Forman Sales Process, U.S. Supplier/Distributor Relations, Sales Promotions, National & Local Marketing objectives, and Financial & Profitability management. Train and effectively utilize Account Managers in the On- and Off-Premise to achieve brand standards across the B-F portfolio. Monitor business performance of team through frequent engagement and standardized performance reviews Ensure training and usage of Sales Force for all account calls, surveys, monthly business objectives and performance evaluation Develop formal training curriculum and developmental opportunities/training specific to each team member Oversight of Warehouse Manager (in conjunction with Hive Managing Director) to track & manage materials in the POS warehouse Work directly with the State Manager to seek out opportunities for learning & development (participation in distributor meetings where appropriate, development of sales tools, GSM decks and other project work as appropriate)

Key Responsibilities: ● Responsible for field sales execution & evaluation of display & promotional activities for US-CAN region including 175+ outlets in collaboration with Area Marketing Manager, Strategic Accounts Manager and Global Accounts Area Manager ● Direct management of 10+ Key Accounts to meet or exceed sales and marketing goals ● Provide outlet support for Strategic Accounts business in the US and Canada with particular focus on airport, border, in-flight and diplomatic channels ● Development of B-F business at store level through building effective relationships with store personnel ● Develop effective working relationships with targeted key account staff to secure optimal retail brand exposure and dominate at the point of purchase ● Work directly with key retailer personnel, including retail and store managers, to identify and act upon profitable growth opportunities ● Proactively identify and exploit brand-building opportunities through permanent merchandising and promotional activities utilizing the 360 process ● Optimization of visibility of our brands to compete and win at the point of purchase (planograms, HPP’s, etc) ● Manage A&P Activity Planner and process invoices in a timely manner ● Work directly with B-F Customer Service and Supply Chain to effectively manage forecasting and any logistical challenges ● Coordinate pricing and supply chain communications with both internal stakeholders and customers assigned ● Oversight of B-F Brand Ambassadors across the region ● Conduct regular impactful staff trainings in all key locations, focusing not only on B-F dedicated Brand Ambassadors, but also with key retail personnel ● Ensure best in class execution with shelf management and promotional activations

Manage commercial business for Key Duty Free client’s, in US, Caribbean and border crossings. Support and build relationships with customers, act as the senior point of contact for the BEAM portfolio of brands and actively resolve any issues that may arise. Build and implement marketing plans for customers by cascading the company’s big picture vision into a regional vision and strategy, and execute necessary tactics to accomplish those objectives. Manage, coach and mentor account managers, supervising other North American Duty Free Accounts

Deliver account performance target to hit budget, aligned with brand strategy. Manages and develops relationships with customers to facilitate business delivery. Support marketing strategy, brand standards and brand programs. Represents customers in all business planning, providing market, customer and competitor insight.

Leading and driving assigned district to increase sales volume. Ensure that products are delivered on time, in the right quantities, and displayed for maximum impact

Communicate the international strategy of the Heineken brands and define the means to be implemented (budgets, promotional materials, tools of the trade) locally. Lay out clear orientations by market/region in terms of brand and action priorities. Ensure implementation and quick development of marketing, development and innovation projects. Pilot the agencies, service providers and partners to plan and start executing 3-year plans