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Integrated Communication Manager

Job Description:

1. Integrated Communications Channel Plan

  • Creates and delivers a clear, actionable and well-funded Integrated Communications Channel Mapping and Plan as well as an engagement strategy to build desired reputation for CBL.
  • Develops and owns CBL corporate narrative and ensure the alignment of messages among internal and external stakeholders.
  • Generates a cross-functional corporate and brands editorial calendar - in collaboration with Human Resources and Marketing
  • Develops creative content and ensure they are all up-to-date across all internal and external corporate communications channels.
  • Creates a channel management governance framework that ensures participation of other functions and the appropriate balance between traditional and digital communication channels.
  • Act as trusted communications consultant for senior internal stakeholders and functions.
  • Manages and works with agencies and service providers to deliver plan

2. Advocacy & Campaigning

  • Develop any necessary additional communications plan and editorial calendar, produces creative content and communications assets for public affairs and advocacy efforts in case of specific advocacy campaign, in collaboration with the Public Affairs Manager

3. Employee Communications & Engagement

  • Supports HR team to drive a clear and effective employee engagement plan and Employee Value Proposition programmes - ensuring employee advocacy is a point of differentiation and key driver for building business reputation. 
  • Aligns the plan and messaging with the overall Integrated Communications Channel Plan.
  • Engage, educate and transform employees into proud ambassadors for our company, brands and values/culture through inspiring content, collaborative platforms and inclusive culture
  • Support the implementation the culture of Responsible Consumption of Alcohol
  • Support Sustainability Manager to increase awareness and knowledge on the sustainability agenda

4. Issue & Crisis Management; Complaint Handling Manual 

  • In charge of social media and digital activity including social listening, media monitoring and data analysis.

  • Develops, updates and communicates issue/crisis management handling procedure and organises simulations. 
  • Communication support for Opco Crisis Team.
  • Oversees complaint handling procedure
  • Provides support on the necessary communication / advises on recommend solution for complaint handing to the relevant parties, especially marketing

5. Media Relations

  • Builds network with key media, creates and drives proactive media plan to deliver the agreed narrative.
  • Manages media protocol for management and arranges media training

6. Tracking and Measurement

  • Ensures that CBL has robust data, analytics, measurement and tools in place to plan, track, and evaluate successful campaigns including brand PR, advocacy efforts and public affairs campaigns.  
  • Uses data to help CBL understand the impact/effectiveness of our traditional and digital (including on social media) communication on key audiences.
  • Runs digital audits for each of our campaigns/communications and share data insights internally.
  • Uses social listening tools to look for trends and spotting opportunities for engagement with internal and external stakeholders, as well as benchmarking our performance vs our competitors
  • Follows the latest trends and technologies on communication channels (and its evolution overtime) to ensure we’re best in class.

7. Brand PR & Community Management

  • Supports brand teams to extend the reach of brand activity, and connect brand activities to OpCo’s corporate reputation in both earned and owned media channels through Brand PR.
  • Advises as to level of PR agency support / budget required, supports development of PR agency briefs, manages agency relationships and oversees PR budget (allocated by marketing) where external support is engaged.
  • Plays an active role in brand planning process.
  • Delivers excellent PR execution across traditional and social media.
  • Ensures all content is in compliance with HEINEKEN Marketing Codes and local regulations.
  • Ensures that brand activity and messaging is consistent with corporate position and communicated to relevant audiences including internal.
  • Where necessary, supports the brand team on issue and crisis management.

8. Drive performance of brewery 

  • Improves and manages brewery visit experience, content and communications – including the tavern
  • Clearly links Positive Story of Beer, Sustainability agenda and external key messaging to brewery tours

9. Systems & Knowledge Management

  • Manages optimal use of our platform for all works undertaken, including for the purpose of internal collaboration
  • Promote CBL reputation and excellence by sharing best practice with the rest of HEINEKEN world.

10. Team management

  • Give clear guidance to team member (Communication Executive) on what is expected, how ‘’good looks like’’ and make sure relevant resources are available
  • Develop team member according to philosophy by engaging on a regular basis on Personal Development Plan and seeking development opportunities


Job Requirement

1. Level of education
- Degree in business communications or business management
2. Field of education
- Communications, International Relations, Policy study, Political Study, or other relevant education.
3. Experience
- Minimum 8 years in PR/corporate communications/external relations/communications consultancy
- Significant experience in an employee communications role and up to date knowledge of best practice in employee communications and engagement.
- Extensive experience of planning, designing and delivering effective communication programmes/campaigns to support complex and large-scale business change programmes.
- Extensive knowledge and understanding of business communication best practice and techniques and how and when to deploy channels (traditional and digital) for best effect.
- Experience of working at all business levels from Management team members to front line colleagues.
- Extensive experience of briefing and managing specialist third party providers to ensure effective delivery of communications.
4. Specific Knowledge/skills:
• Excellent writing & presentation skills
• Great networking & influencing skills and good existing media contacts
• Information gathering and analytical/interpreting skills
• Strong team player and also initiating action
• Innovative
• Deep understanding of how traditional, online and social media works
• Understanding of the sustainability/ development agenda of the business/industry
• Organisational skills to manage demanding workload and priorities
• Strong project management
• Ability to handle complex issues, grasp complex information and communicate simply.

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