Manager Mexican Portfolio BTL Programming

About the Role:

The role of the Manager BTL Programming Mexican Portfolio is responsible for the delivery of BTL programming from briefing through post-program analysis. As part of the Commercial Marketing team, reporting into the Sr. Director Commercial Marketing, this role is responsible for managing the BTL creative agency, developing national programs for both on and off trade aligned to the brand big idea while addressing the needs of the customer and leaving room for localization.  This position will deliver the playbook for how the commercial organization will execute national programs in market and then complete the post-program analysis. This role will work closely with their brand team counterparts and cross functionally with Regional Marketing, National Accounts (On and Off Premise), CMI (consumer & shopper insights), marketing operations, and merchandising teams.  This role will also be part of the Integrated Agency Team (IAT) to ensure that there is seamless execution of the brand through the line across all consumer touchpoints through to the store. 

Key Responsibilities:

BTL creative brief, key visual and program mechanics for Mexican Portfolio programs

• Develop and deliver BTL creative agency brief for national program activation concepts based on the brand big ideas for development of national program ideas.  All briefs should include directive for the big idea to be scalable for localization, informed by relevant channel and shopper insights.
• Work with Customer Marketing Managers to collect customer feedback and input to help inform BTL creative brief of big idea.
• Manage BTL creative agency through 1-2 creative rounds, giving feedback to ensure deliverables are on time and on brief.
• Responsible for approving the Key Visual and incorporating the national program mechanic
• Brief the creative studio (Greenworks) for Point of Sale/ Display Menu assortment and any local adaptations required.

Deliver Brand Priorities / Activation Deck and Sell Sheets for National Programs

• Deliver Execution Priorities, Brand Expectations (SKUs, Packs, Size of Display, etc.) and Selling Tools to Sales and update Taproom with assets. The selling tools include: Program Activation Deck, Program Sell Sheets, and Localized Sell Sheets.

Post-Program Analysis:

• Collect qualitative Inputs from Customer Marketing Managers/ National Accounts
• Collect quantitative inputs from CMI
• Evaluate the program ROI and program execution. Deliver results to Marketing Operations team so they can complete a broader evaluation of program ROI across the portfolio.

Basic Qualifications/Requirements:

• 4+ years’ experience in marketing, commercial marketing and/or sales
• Proven track record of project management experience
• Experience managing creative agencies
• Well-versed in bev-alc channel and shopper dymamics

Preferred Qualifications:

• Bachelor’s degree in Marketing or equivalent strongly preferred
• Knowledge of the beverage industry preferred
• Understanding of three-tiered route-to-market

HEINEKEN Leadership Expectations:

• Connect
• Shape
• Develop
• Deliver
• Role Model

Compensation & Benefits:

• Base Salary Range: $110,000 - $120,000 + Annual Bonus
• Benefits - Medical/Dental/Vision + Matching 401k Plan
• Vacation – 20 Days Paid Vacation & Unlimited Wellness Days
• $200 Monthly Beverage Allowance

HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International NV, the world’s most international brewer. European brands imported into the U.S. include Heineken® Lager, the world’s most international beer brand; Heineken® 0.0, Amstel Light and Strongbow. HEINEKEN USA also imports the Dos Equis portfolio, the Tecate portfolio, and the Carta Blanca and Indio brands from Mexico.

We are a proud family with rich heritage and history. We are passionate about the beer and cider that we sell. At our core we are pioneers, mavericks, and entrepreneurs.  We connect people by creating meaningful experiences and memorable moments. Every day you have the opportunity to be extraordinary and leave your mark.

Heineken USA is an equal opportunity employer. We believe the diversity of our people makes us as strong and unique as our brands. We do not discriminate based on race, color, religion, age, or any other basis protected by law.

This position is not available for visa sponsorship.

This position is not eligible for relocation assistance.