Brand Manager

Job Purpose

This role leads HEINEKEN's BTL & Experiences agenda, bringing the brand to life through visibility, sponsorships, activations, events, and premium consumer experiences. Translate brand strategy into impactful on-ground execution that strengthens brand equity, drives engagement, and delivers commercial impact across channels.

Key Responsibilities

Visibility & Activation

• Lead the development, production, and rollout of visibility across channels.
• Develop and deploy toolkits and playbooks to enable consistent nationwide implementation.
• Partner closely with Trade Marketing, Sales, and Procurement to ensure design intent, feasibility, and executional consistency.
• Conduct reviews of execution quality, gather insights, and identify opportunities for improvement.

Local Affluent & Sponsorship Platform

• Lead the strategy and deployment plan for local affluent and sponsorship platforms, including sports, cultural, and authority-led partnerships.
• Partner with Trade Marketing and Sales to translate sponsorship into impactful BTL programs and commercial opportunities.
• Lead experiential and value-added consumer gifting strategies to reinforce premium relevance and brand consistency.

Experiential Platforms, Activations & Events

• Shape and deliver multi-year experiential platforms across campaigns, activations, events, pop-ups, and sponsorship activations.
• Translate communication ideas into immersive on-ground brand experiences that drive engagement, salience, and premium perception.
• Continuously explore emerging trends, formats, and technologies to enhance consumer engagement and elevate experience quality.

Governance, Capability & Continuous Improvement

• Manage project timelines, budgets, and cross-functional alignment across BTL & Experiences initiatives.
• Track effectiveness, consolidate learnings, and apply insights to continuously improve future executions.
• Act as a brand guardian across touchpoints.

Job Requirement

• Bachelor's or Master's degree
• Strong experience in Brand Management Consumer Experience within FMCG
• Attuned to premium consumer culture, design, and contemporary trends, with a keen eye for aesthetics and a passion for crafting distinctive brand experiences, is a plus
• Solid knowledge of premium and modern trade environments, with ability to turn consumer insights and learn from other categories into impactful design and experience solutions
• Skilled in managing projects end-to-end: concept, prototyping, deployment, and scale-up
• Excellent collaboration with cross-functions, agencies, and suppliers to deliver premium quality on time and budget
• Strategic thinker and strong commercial acumen
• People-oriented and transversal leadership with ability to lead agencies and projects with complex stakeholders and operational challenges
• Integrity, transparency, and open-mindedness
• Advanced fluency in English (spoken and written)

.