Purpose of the job
This role plays the frontline disruptors in Heineken Vietnam's commercial battles. They execute precision micro-battles at regional levels to convert competitor strongholds, accelerate market share growth, and deliver volume wins. This role demands agility, resilience, and a relentless No Inch Back mindset — combining data-driven insights with street-smart execution to win every battle and embed a repeatable winning model into the Heineken Way of Sales.
Key Accountability
Planning & Execution of Micro-Battles
- Planning E2E Micro battles strategy for BU in charge
- Deploy Design to Win and Execute to Win frameworks at outlet level with zero compromise.
- Execute tailored conversion tactics to disrupt competitor dominance and secure Heineken's presence in priority outlets.
- Deliver rapid interventions in response to competitor moves, ensuring speed-to-market advantage.
- Own the Picture of Success for each outlet and relentlessly drive towards it.
- Mobilize resources to maximize commercial fire power to WIN in specific market/project
Leverage Market Intelligence & Insights into Planning & Tracking:
- Focus 3C model (customers – consumers – competitors)
- Apply heatmaps, Falcon analytics, and frontline intelligence to identify high-potential outlets.
- Track leading and lagging KPIs daily, ensuring visibility of progress and immediate corrective action.
- Provide real-time feedback loops to SWAT HEAD and cross-functional teams, ensuring strategies are continuously sharpened.
- Act as the eyes and ears of the market, spotting competitor activity and converting insights into action.
Cross-Functional Collaboration
- Partner with Trade Marketing, Brand, Sales, and Cross function teams to execute integrated action plans.
- Work hand-in-hand with regional sales teams to ensure street-smart agility and flawless execution.
- Share best practices and frontline learnings to accelerate scaling of winning models across regions.
- Act as a bridge between strategy and execution, ensuring alignment and speed at every stage.
Capability Building & Enablement
- Embody a war-game mindset: anticipate competitor moves, prepare counter-strategies, and execute with precision.
- Celebrate quick wins to build momentum and reinforce desired behaviors across the team.
- Contribute to building a repeatable micro-battle winning model that can be scaled nationwide.
Operational Discipline
- Ensure ROI-driven use of commercial spend and activation resources, maximizing impact at every outlet.
- Maintain execution cadence (daily, weekly, monthly drumbeat) to track progress and sustain momentum.
- Uphold transparency, accountability, and ownership in all actions, reinforcing a culture of discipline and results.
- Drive constructive disruption by challenging conventional approaches and unlocking new growth pathways.
Key Requirements
Experience:
- 3–5 years in Manager role: Sales, Trade Marketing, Brand or Commercial
- Proven track record in market share conversion, outlet execution, or competitive disruption.
Skills:
- Strong project management skills & critical thinking skills
- Strong execution discipline with ability to deliver under pressure.
- Analytical mindset with ability to interpret outlet-level data and act decisively.
- Effective communication and influence skills to mobilize cross-functional teams.
- Agile problem-solving with ability to pivot quickly in dynamic markets.
