Media, Digital and Brand PR Manager

Date: Feburary 25, 2025

   Ref. No: HEIN/000327/25

Vacancy Announcement

Position Title: Media, Digital, and Brand PR Manager

Locations: Head Office

Job Grade: 20

Application Closing Date: March 03, 2025

Job Purpose:

This role is a strategic adviser to the Entire OpCo on Marketing Media Management and has overall responsibility for developing and managing series of value-adding media management initiatives across the full portfolio of HEINEKEN Ethiopia brands, with focus on optimizing returns on media investments and ensuring brands’ media investment deliver optimally on pre-determined communication objectives. 

The individual is also an expert resource for local internal clients and agencies, liaising with Global Heineken and Global/Local Media Agency to standardize and integrate the required capability of the Marketing team on the Integrated Marketing communication model of Heineken.

The individual provides leadership and control to the entire team in the discharge of media management responsibilities in the following areas: Traditional Media Usage by Brands, Digital Media Usage by Brands, iDDM Implementation, Sponsorship Assets Evaluation & Usage by Brands

Key Responsibilities

1. MWB#3 FRAMEWORK

• Responsibility to ensure that OpCo consistently applies strategic communication planning techniques using MWB#3 Framework as the main Way of Working for all active brands and drive its principles (Reaction = Reach x Resonance).  Drives strategic media planning must have MWB#3 basics at its core.
• Ensures that all briefs are within the official global MWB#3/Framework briefing template. If a local briefing template is in use, adherence to the quality/content of the global briefing template must be applied.
• Ensures that the Agency builds consumer experiences for real audiences, based on the 3 key pillars of the MWB#3/Framework, and incorporate the following:

1. consistently applies MWB#3 Framework language in written and verbal form
2. adheres to all globally issued MWB#3 Framework guidelines, training, supporting materials
3. drives compliance for all agencies and brand teams to all playbooks/toolkits for Global Brands and attendance to globally arranged calls for these (maximum 4 calls a quarter, total across all brands)
4. develops strong partnerships with key partners to deliver unique/innovative media solutions aligned to brand communication strategy.
5. supports and assist the Local OpCo with the defining and sizing of the volume targets.
6. translate the Volume Target into media addressable audience segment(s) when appropriate
7. Directs Local Agency to utilize Creative X platform to insure all media plans on measured platforms (FB/IG/YT) and adhere to creative excellence best practices before going live.
8. Drives the annual Learning Agenda is developed agreed between Local Agency and OpCo (and shared with Global DAN for incorporation into Global Learning Agenda).
9. Working with the regional Local OpCo executes the number of active brands/campaigns at the start of the year to the Local Agency, in order for the Agency to determine best phasing and scheduling and staffing plan.

2. STRATEGIC DIRECTION ON MEDIA FOR ALL BRANDS

• To ensure all Brand Portfolio Teams are aligned behind one single way of using, managing and evaluating media usage.
• Full responsibility for development of annual media briefs for the full portfolio and setting of strategic direction for media campaigns for all brands based on current challenges facing each brand, tasks to be done and objectives set for the year.
• Development of an effective media management process with clear objectives established.
• Drive effective and efficient media strategies/plans for all the company’s brands based on guidelines from the Heineken Global Media team.
• Drive efficient and effective media buys for all  brands through working in conjunction with Media agency and  Sourcing team to deliver higher media buying returns to  Ethiopia both in scale efficiency, achieving more for less, and scale effectiveness, doing things better.
• Take functional ownership of (the development of effective) media output figures (e.g. SoV/ SoM ratios, media channel effectiveness measures) to drive media analysis & monitoring & management.
• Organize and lead the Quarterly Media reviews with key stakeholders (brand teams, media agencies, monitoring agency, other 3rd parties).
• Full responsibility for applying and entrenching GRP based media planning process on all  brands and usage of same process to track competitive activities across full operational for all  Plc brands and key competitions in Beer, Malt and CSD categories.

3. DRIVE RELENTLESSLY MEDIA & SPONSORSHIP ASSESTS MANAGEMENT

• To maximize consumer impact on existing platform aligned to brand essence.
• Identify/explore winning media contents and properties for  brands on broadcast media- satellite and free to air television stations.
• Overall Media sponsorship audit & evaluation for all  brands.
• Ensure timely delivery of media compliance and conclusion of financial process with Marketing Controller and Marketing Director.
• Drive overall media efficiency and media agency fee efficiency usage.

4. OTHER ACCOUNTABILITIES

• Manage Media budget with media Brand team and Media Agency to ensure that campaigns run within agreed budget/scope.
• Ensure that only pays for what is carried/executed and that invoices are adequately substantiated
• Ensure prompt payment by Agency to 3rd party ensuring that remains reputable in paying for services rendered.
• Provide marketing team with regular media trends/performance tracking on brands’ media usage.
• Provide, analyze and incorporate competitive media usage insights across categories into brand media plans.
• Ensure that performances of all Media Agencies (media planning and monitoring agencies) working for Plc are continually monitored against their core competencies and ensure on-time and full execution on all media activities.

5. HUMAN RESOURCES DEVELOPMENT

• Set individual objectives and expectations
• Measure and coach the entire Commercial team on Digital Media Development and Usage by Brands

Job Requirements

Experience and Skills

• At least 8 - 10 years spent in Media Management/ CMI/Innovation/Brand Management in FMCG, preferably Beverage Industry

Education

• Tertiary level education in relevant fields including, Marketing, Finance, Business Administration, Economics, Psychology or any of the Humanities
• BSc, BA in addition to MBA or MSc

Please note the below:

• It is essential that applicants discuss with their line managers before applying            
• Interested applicants should send their application to the link sent on the email
• Applications sent after the closing date will not be considered
• This is a local position for Heineken Ethiopia OpCo

FEMALE APPLICANTS ARE HIGHLY ENCOURAGED TO APPLY!