Marketing Manager

About the Role;

The Marketing Manager will deliver integrated marketing campaigns that strengthen brand equity, grow market share, and drive volume, while closely collaborating with cross-functional teams (Finance, Trade Marketing, Sales, and Supply Chain, etc.) and regional/global stakeholders. The role will also oversee the tracking and reporting of brand performance, translating data into actionable insights that inform decisions and drive results. Success in this position requires strong leadership through radical collaboration—breaking silos, building bridges, and inspiring teams to deliver world-class brand strategies. A solid foundation in brand building and appreciation of understanding consumer insight is highly desirable.

Responsibilities;

Brand Strategy Planning & Equity

• Own the Heineken® brand strategy in Korea, balancing global frameworks with local consumer and market insights by leading Annual Brand Plan cycle.
• Build and execute long-term/short-term brand and commercial strategies that reinforce Heineken’s positioning as the leading premium beer.
• Develop and maintain a clear view of brand performance through KPIs (equity, volume, market share, pricing index).

Integrated Marketing & Campaign Execution

• Lead the development and execution of integrated marketing campaigns (digital, PR, sponsorships, event, KOL/new media/influencer management) that build salience, differentiation, and meaning.
• Ensure brand campaigns remain consistent with global Heineken® codes while resonating with Korean culture and consumer trends.
• Partner with creative, media, PR, and digital agencies to deliver breakthrough work.

Cross-Functional & Global Collaboration

• Collaborate closely with local teams (Revenue Management, Sales, Trade Marketing, Supply Chain, Finance, Legal, etc) to ensure end-to-end excellence.
• Act as the key point of contact with APAC and Global Heineken stakeholders to align on brand priorities, campaign toolkits, and funding.
• Represent Korea’s consumer and market reality in regional/global forums, influencing strategic decisions.

Commercial & Market Impact

• Drive premium distribution, visibility, and activation across all channels (On-Trade, Off-Trade, CVS, Ecommerce).
• Partner with Trade Marketing & Sales to ensure Heineken has a winning presence in key touchpoints, including digital commerce.
• Monitor and respond to competitive dynamics with agile brand interventions.

Performance Tracking & Insights

• Track and report brand health metrics and market performance.
• Generate actionable insights through consumer research, data analysis, and competitor tracking to inform future brand actions.

Budget Management

• Own the brand marketing budget with full accountability for ROI and cost efficiency.
• Prioritize resource allocation across campaigns, activations, and innovation launches to maximize brand and commercial impact.
• Track, report, and optimize spend in alignment with global guidelines and local financial planning cycles.

Innovation & New Product Launch

• Lead new product development (NPD) and launches under the Heineken brand, from consumer insight generation to execution in market.
• Partner with global and regional teams to localize toolkits and ensure successful launch of new line extensions (e.g, limited editions, new Packtypes, etc).
• Build launch strategies that combine brand equity building with trade and consumer conversion to achieve volume and distribution targets.

Qualifications

• Bachelor’s Degree (4yrs University Graduate)
• 10+ years’ experience in marketing experience – Execution/strategy planning of IMC including PR, KOL management, promotion, media buying, digital communication planning/execution, offline event activation, consumer research, and new product/innovation launch.
• People management experience managing direct reports
• Fluent in verbal and written English (almost all work within Marketing team will be in English)
• Advanced skills in Microsoft (Excel, PowerPoint, Word)

Required Skills

• Proactive attitude supercharged with curiosity to understand consumer insight – consumer centric mindset
• Entrepreneur with strategic planning and analytical thinking – but also a creative mindset
• Excellent project planning & management, communication and inter-personal skills with the ability to manage multiple projects and stakeholders at the same time
• Ability to distill diverse and ambiguous quantitative and qualitative data sources into strong, sharp and actionable consumer insights
• Collaborative leader who thrives in cross-functional and global environments
• Proven track record in brand building, campaign execution, budget management, and innovation launches
• Korean & English presentation and communication skills with the ability to deal with a wide variety of individuals; junior/senior; internal/external; local/global
• Ability to analyze market and consumer research data and derive insights, keep in touch with macro/micro trends
• Leadership skills with the ability to inspire and deliver results through others – Firm believer of team work/good team culture fuels success
• Attention to detail and passion for delivering flawless output

Onboarding Target Date:

• 2nd of January, 2026

Equal Opportunity Statement

Heineken is committed to diversity and inclusivity in the workplace. We encourage applications from all qualified individuals regardless of race, gender, age, sexual orientation, disability, or any other characteristic protected by law.