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Senior Manager Digital Acceleration

We Go Places! How about you?
Location: White Plains, New York
Function: Commerce
Sub Function: Commerce - Marketing - Media
Type of contract: Permanent

 

 

About the Role: 

The digital marketing ecosystem is constantly evolving, and Heineken USA is building a future-forward marketing organization centered on digital. This evolution requires new structure and talent, and this new role is crucial to our success. Two key components of our roadmap are advancing our Individualized Data-Driven Marketing (iDDM) and Ongoing Campaign Optimization (OCO) agendas.

 

We define iDDM as serving relevant messages to insight-led targets to maximize effect and increase sales and our OCO efforts are designed to change plans on a regular cadence to maximize our KPIs and increase effectiveness.  Successful digital campaigns have the right mix of scale and specificity combined with the right message to drive positive return. 

 

This role will be the engine that drives Individualized Data Driven Marketing as well as the lead for Ongoing Campaign Optimization (OCO) at Heineken USA. The ideal candidate should have a strong understanding of digital media, specifically biddable platforms, to ensure they can make recommendations, set KPIs, and lead the agency partners to optimize campaigns to success.  This person also needs thrive in a cross functional environment with Brand, Insights, Data Strategy, Data Science and Media teams. It is crucial this person is leader who is comfortable working across teams.  This position will sit at the Heineken US headquarters in White Plains, NY and report to the Digital Media Director. 

 

Key Responsibilities:

  • Be the primary point of contact for iDDM campaigns and initiatives for internal teams, external partners/agencies, and global teams (when appropriate)
  • Communication and collaboration will be key to success, so this person must be comfortable driving an agenda, working with cross-functional partners (Media, Brand, Data, and Consumer Insights), managing external partners/agencies to deliver campaigns to goal and on time, and communicating project objectives with senior leaders
  • This person will be the day-to-day lead across social, search, and programmatic platforms, so it is important they have a strong understanding of optimization strategies across biddable platforms i.e. bid management/bidding strategies, pricing/CPMs, audiences, campaign measurement and optimization, and reach/frequency
  • Campaign oversight and management:  Establish campaign KPIs and benchmarks across ad formats and platforms and ensure campaigns are reported on, optimized, and delivered to goal
  • In conjunction with our partners, oversee inventory quality on all programmatic platforms such as fraud, brand safety, viewability in order to drive more efficient and effective media buys
  • This position is cross functional, so it is important that this person has a base understanding of consumer research/insights, sales and media measurement, and total campaign planning, but with a strong understanding, focus, and passion for digital media
  • Alongside the Media Strategy team, develop a funnel media approach that seamlessly marries awareness campaigns with consideration and conversion for digital
  • Partner with Digital Media Director, agency, and internal teams on optimizing ecommerce campaigns to deliver against sales and ROI goals
  • Work with cross functional teams on bringing new alpha and beta opportunities to life for the business
  • Proactive and curious mindset.  Challenge the status quo when needed, agile mindset, adaptable, test/learn mentality

 

Basic Qualifications/Requirements:

  • 7+ years related experience in digital marketing
  • Experience working in the biddable ecosystem i.e. SSPs, DSPS, and/or social platforms with an understanding of campaign pricing, targeting capabilities, measurement/metrics, ad verification, and bidding strategy
  • Strong interpersonal skills and the ability to work with others to drive an agenda forward and successfully deliver against goals
  • Organized, efficient, with the ability to drive cross functional teams to successfully deliver to goals

 

Preferred Qualifications:

  • Prior experience working in a matrixed organization with cross functional teams, preferred

 

HEINEKEN Leadership Expectations:

  • Connect
  • Shape
  • Develop
  • Deliver
  • Role Model

 

This position is not available for visa sponsorship.

 

HEINEKEN USA Inc., the nation's leading high-end beer importer, is a subsidiary of HEINEKEN International NV, the world's most international brewer. Key beers and ciders imported into the U.S. are Heineken®-- the world's most international beer brand, Heineken® 0.0, Heineken® Light, the Dos Equis Franchise, the Tecate Franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Red Stripe, Tiger, Carta Blanca, Bohemia, and many more. For the latest, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.

 

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, are or any other basis protected by law.


Nearest Major Market: White Plains
Nearest Secondary Market: New York City

Job Segment: Manager, Management