Brand Portfolio Manager GDF and Nordics

at  Heineken International BV

Function/Region: Commerce, EMEA Export & Global Duty Free
Contract: Local contract (based in Amsterdam office)
Job purpose: Develop and implement brand plans and innovations for the entire HEINEKEN portfolio in GDF markets, Nordic markets through our strategic partners to drive sustainable value and volume growth.
Reports to: Marketing Manager EMEA Export & GDF

Roles & Responsibilities Global Duty Free markets

• Brand Plan Creation & Execution
• Collect and analyse (global) brand strategy and campaigns - share and implement in close collaboration with the GDF commercial teams.
• Collaborate with important mirror markets to make our plans actionable in a GDF environment.
• Responsible for ATL activities (incl. guaranteeing working, non-working ratio’s, budget tracking), incl sponsorships and PR.
• Biggest focus on airlines, incl KLM
• PR for trade shows and launches
• Support on Flagship outlets (eg new builds, private islands)
• Lead the development of all ATL brand assets – and be the custodian of all BTL assets.
• Lead for internal communication to Global / MT, with input from Customer Marketing.
• Portfolio Optimization – responsible for taking initiative and bridging between CMI and business.
• Innovations project management lead.
• Ongoing review of relevant industry trends and competitive activity.
• Annual collection of consumer insights from mirror markets (leading to portfolio recommendation on customer level in collaboration with Customer Marketing and Sales).

Roles & Responsibilities Nordics Export markets

• Develop and embed a clear, consumer-inspired strategy aimed at achieving sustainable and profitable growth for our brands.
• Turn brand strategy into winning yearly plans, effectively coordinating all brand activities to build brand power and deliver long-term volume, revenue, and profit for the OpCo.
• Lead the development of world-class through-the-line brand activations to achieve strategic impact, working closely with internal and external partners, including brand owners.
• Utilize consumer and market intelligence to generate insights that drive value-adding innovations in brand, product, and packaging.
• Create and execute ATL/BTL plans (including digital), in collaboration with our partners, while overseeing the measurement and evaluation of their success.
• Oversee brand performance reporting both internally and to Global, while managing annual budgets.
• Liaise with Global Brand teams and local market partners, adapting global strategies to meet the specific needs of consumers in each market.
• Develop compelling annual plans using Heineken’s Way of Brand Building frameworks to succeed with our distributors and partners.

Experience

• Education: Bachelor’s degree or higher
• Work experience: 5+ years brand management experience with exposure to innovation in a complex international environment/FMCG.
• Required work experience in field of expertise: Brand/Portfolio management, Innovation, TTL campaign asset development, Digital Marketing, Brand Profitability, CMI, Project management,
• Other fields of expertise: Strong commercial acumen & P&L mgmt. Obsessed with ROI and driving value growth.
• Functional skills: Brand Management & Activation, Asset development, CMI, Innovation, stakeholder management, P&L savvy.
• Languages: Fluent English required.

Skills

• Key Leadership expectations: All leadership behaviors are required but specifically CONNECT and DELIVER for this role.
• Communication skills: Role manages relationships with multiple stakeholders (with conflicting interests/cultural diversity). The ability to drive a compelling agenda, inspire and influence others, flex style and collaborate effectively with all stakeholders is vital. Must have exceptional planning and process skills.
• Other skills: Innovative thinking and vision, exceptional stakeholder management, process driven mindset, collaborative, ability to flex style, entrepreneurial drive and hunger to win, and ability to connect comfortably in a cross-cultural setting. A think out of the box, rather than thinking in “why nots” attitude.

NB: Position will close for new applicants on 14/11/2024 and first (online) interviews will take place on 21/11. We appreciate your flexibility

Roles & Responsibilities Global Duty Free markets

• Brand Plan Creation & Execution
• Collect and analyse (global) brand strategy and campaigns - share and implement in close collaboration with the GDF commercial teams.
• Collaborate with important mirror markets to make our plans actionable in a GDF environment.
• Responsible for ATL activities (incl. guaranteeing working, non-working ratio’s, budget tracking), incl sponsorships and PR.
• Biggest focus on airlines, incl KLM
• PR for trade shows and launches
• Support on Flagship outlets (eg new builds, private islands)
• Lead the development of all ATL brand assets – and be the custodian of all BTL assets.
• Lead for internal communication to Global / MT, with input from Customer Marketing.
• Portfolio Optimization – responsible for taking initiative and bridging between CMI and business.
• Innovations project management lead.
• Ongoing review of relevant industry trends and competitive activity.
• Annual collection of consumer insights from mirror markets (leading to portfolio recommendation on customer level in collaboration with Customer Marketing and Sales)

Roles & Responsibilities Nordics Export markets

• Develop and embed a clear, consumer-inspired strategy aimed at achieving sustainable and profitable growth for our brands.
• Turn brand strategy into winning yearly plans, effectively coordinating all brand activities to build brand power and deliver long-term volume, revenue, and profit for the OpCo.
• Lead the development of world-class through-the-line brand activations to achieve strategic impact, working closely with internal and external partners, including brand owners.
• Utilize consumer and market intelligence to generate insights that drive value-adding innovations in brand, product, and packaging.
• Create and execute ATL/BTL plans (including digital), in collaboration with our partners, while overseeing the measurement and evaluation of their success.
• Oversee brand performance reporting both internally and to Global, while managing annual budgets.
• Liaise with Global Brand teams and local market partners, adapting global strategies to meet the specific needs of consumers in each market.
• Develop compelling annual plans using Heineken’s Way of Brand Building frameworks to succeed with our distributors and partners