Lead the strategic direction and business performance agenda for the Heineken® brand portfolio by transforming first-hand market understanding, consumer, commercial and business data into clear strategic choices that accelerate sustainable growth.
Act as the strategic thought partner to the Head of Premium Brands, influencing leaders across Marketing, Trade Marketing, Sales and other functions through rigorous analysis, fact-based recommendations and compelling business cases. Champion a culture of continuous measurement, learning and improvement, ensuring every strategy and investment is grounded in evidence, validated through performance, and refined through ongoing market feedback.
Key Responsibilities:
Shape Brand & Portfolio Strategy
- Develop long-term brand strategies, ICPs and Annual Plans based on market understanding, business performance and consumer insights.
- Define portfolio architecture, pricing, pack and resource strategies to maximize sustainable growth.
- Build robust business cases supported by data, scenario analysis and financial evaluation.
- Influence senior stakeholders to align behind strategic priorities.
Drive Business Performance & Measurement Excellence
- Establish and continuously improve performance management frameworks, KPIs and business dashboards.
- Monitor business performance across brands, channels and initiatives, identifying opportunities and risks early.
- Translate complex data into clear strategic implications and recommendations.
- Foster a culture where decisions are driven by measurable outcomes rather than assumptions.
Champion Market, Consumer & Commercial Insights
- Spend significant time in market with consumers, customers, outlets and sales teams to develop first-hand understanding.
- Lead the learning agenda through market immersion, research, analytics and experimentation.
- Integrate qualitative observations with quantitative evidence to uncover strategic opportunities.
- Continuously challenge assumptions using real-world insights and emerging trends.
Lead Strategic Planning, Learning & Resource Effectiveness
- Lead annual planning, investment prioritization and resource allocation based on expected business impact.
- Define success measures upfront for strategic initiatives and monitor delivery against agreed objectives.
- Conduct post-implementation reviews to evaluate effectiveness, capture learnings and recommend improvements.
- Embed continuous improvement into planning and execution cycles.
Influence Cross-functional Strategic Decisions
- Partner with Marketing, Trade Marketing, Sales, Finance, Supply Chain and Commercial Excellence to shape integrated business strategies.
- Lead strategic projects and facilitate alignment across functions through structured analysis and evidence-based recommendations.
- Challenge conventional thinking and influence decisions without direct authority.
- Act as a trusted strategic advisor to the Head of Premium Brands.
Qualifications & Experience
- Bachelor's or master's degree
- Minimum 10 years of experience in marketing strategy, brand building, and innovation/renovation. Preferred experiences in FMCG / multinational environment/Consulting experience.
- Extensive experience in strategy, marketing, commercial planning, business consulting or portfolio management within leading multinational organizations, preferably FMCG.
- Proven track record of shaping brand, portfolio and commercial strategies that deliver sustainable business growth.
- Strong analytical capability, with experience translating consumer, commercial and business data into strategic recommendations and measurable business outcomes.
- Experience developing Integrated Commercial Plans, portfolio strategies, pricing or resource allocation frameworks.
- Demonstrated ability to establish performance measurement systems, define KPIs and drive continuous improvement through data and learning.
- Proven experience leading consumer, customer and market understanding through a combination of analytics, research and regular market immersion.
- Exceptional structured problem-solving and strategic thinking skills, with strong commercial and financial acumen.
- Outstanding communication and influencing skills, with the ability to align senior stakeholders across Marketing, Sales, Trade Marketing, Finance and other cross-functional teams without direct authority.
- Experience managing complex cross-functional strategic initiatives in fast-paced environments.
- High learning agility, curiosity and resilience, with a passion for challenging assumptions and continuously improving business performance.
- Acts with integrity, transparency and openness, fostering trust and constructive challenge.
- Good at English and Vietnamese communication
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