Job Purpose
Be instrumental to growth of the Heineken brand in the APAC region by being a business partner for your assigned OpCo’s – responsible for sign-off and monitoring BPT – Brand plans, embedding strategy and corrective actions for the Heineken brand in the OpCo portfolio.
Manage the projects of turning Global Heineken® Brand Strategy, combined with Global and regional sales strategy into winning OpCo strategy that drives Global Heineken® Platforms, Integrated Commercial Campaigns, Winning through Occasions and MWB 6-9 excellent execution.
Develop relevant and effective (regional/local) Heineken® BTL activations, as integral part of the Global Platforms delivering sustainable market share, penetration, profit and brand equity growth
Key Responsibilities:
Generate Insights
Generating consumer, shopper, customer and channel insights as input for the agency briefs, to be used in the development of Global Heineken® Development in the APAC OpCo’s, Platform strategies and activations
Brand Planning responsibility
For your assigned key markets, shape and support the development of the brand plans with the OpCo (Marketing Director, Sales- & TM directors and Marketing Managers). Conduct monthly and quarterly updates and embed corrective actions in agreement with the OpCo to support the Heineken brand development in these OpCo’s in line with the Global and Regional Heineken ambition.
Performance tracking & updating
Consolidate performance measures related to the key activities/platforms into key learnings and recommendations, present these to the wider brand and TM team and ensure they are incorporated for future plans.
Share the performance of the Heineken brand in the OpCo’s assigned to you with the relevant regional president and Heineken Commercial development director.
Share best practices with OpCo’s and leverage your network to accelerate implementation of opportunities.
Development of the BTL parts of Heineken® global platforms and approval of local top spin plans
Leading the development of globally relevant Heineken® BTL activation strategies based on defined Jobs to be done; in cooperation with lead regions/markets
- Create brief and direct BTL agency to develop BTL part of the platform/integrated campaign in line with Big idea
- Prepare & approve a Platform Playbook for implementation by the markets
- Approve market local top spins and BTL plans
- Oversee campaign implementation process with markets
Key Global Platforms project management
- Support and shape: Conduct relevant trainings & workshops to Trade Marketing and Marketing teams in the OpCo’s, where necessary with support from Global and Regional TM and sales teams, to improve their ability to win (Winning through occasions, trade marketing workshop, etc).
- Delegated from the Global Heineken® MT a responsibility of Global Platform project management: coordinating and aligning among the various disciplines of Global Heineken® Team (Design, Communication, Activation, Innovation, PR) with the aim to deliver fully integrated Heineken® campaigns.
- Coordinate preparation of webinars to present developed Campaigns to the OpCos:Marketing Managers, Brand Managers and Trade Marketing Managers
- Oversee successful roll out of the platform activations in the markets
Global Heineken® Promo; On & Off -Trade strategy
- Develop global Heineken® Promotional Strategy across platforms in cooperation with Sales & TM, in line with latest Revenue Management & BWP next knowledge.
- Update global Heineken® On-Trade and Off-Trade strategy and playbooks as and when needed
Manage internal Marketing tools
- Develop and control internal Marketing & Trade Marketing Tools that ensure implementation of Global marketing campaigns
- Work with and enhance Heineken® Brand Portal as the main hub for all Heineken® Global commercial materials
- Work with & enhance Asset Factory as the global platform for approval, adaptation & production of Heineken® visuals, POSM and packaging
Key brand contact
Be a business partner for your assigned APAC OpCo’s – responsible for sign-off and monitoring of brand plans in the Brand Planning tool – Connect with relevant stakeholders, also during AP and SP, embedding strategy and corrective actions for the Heineken brand in the OpCo portfolio.
Build a strong relationship with your key OpCos and the relevant internal stakeholders in APAC and Global.
Budget responsibilities
- Manage part of budget (owned and shared) allocated to your key responsibilities / assigned platforms
- Influence delivery of maximum Heineken® revenue according to the relevant Company objectives through the respective platforms
Position Profile
Qualification: University Master Degree level
Experience / Skills Required:
- 8-10 years managerial experience
- Experience in Marketing / Brand Management ; Sales/Trade Marketing
- Experience in other FMCG companies is a plus
Language/s: Fluency in English
Functional Competencies: Consumer & Shopper Insights, Customer understanding, Channel Strategy, P&L and Revenue management, Channel Activation, Brand development, POS execution standards, Merchandising standards, Winning through Occasions,
