Title:  Marketing Manager Amstel

We Go Places! How about you?
Job Grade: 25 
Location: Johannesburg
Function: Commerce
Sub Function: Commerce - Marketing - Brand Management
Type of Contract: Permanent
Reference Number: 151902 
Closing Date: 13/02/2026

Purpose of the job:
Responsible for leading profitable brands that delight consumers and customers and deliver on sustainable business and commercial growth objectives. This includes developing and executing consumer-centric marketing strategies and integrated brand plans, shaping the brand’s positioning and purpose in the market, and ensuring effective communication with the target audience to drive brand awareness, equity, penetration for growth.

Key Responsibilities:

Consumer Centricity:
• Leverage consumer segmentation and demand spaces, alongside typologies to inform and develop targeted marketing initiatives.
• Conduct market research to analyze and interpret consumer insights to understand consumer needs, preferences, and behavior, using the monthly brand health tracker, and bespoke qualitative or quantitative studies.
• Supplement formal market data with insights garnered from internal and external stakeholders: consumers, customers, trade, buyers, sales force.
• Create consumer experience mapping to optimize consumer touchpoints.

Brand Strategy:
• Develop and execute brand strategies aligned with business objectives, ensuring consistent positioning, purpose, creative big idea, and messaging.
• Collaborate with cross-functional teams to implement brand visual, tonal and execution guidelines and ensure brand consistency across all channels and touchpoints.
• Monitor market trends, competitive landscape, market share, brand performance, brand health, and consumer feedback to adapt brand strategies accordingly.
• Share deep insights and understanding of the category and market with key business partners.

Communication Strategy:
• Develop integrated TTL communication strategies across various channels, including digital and tech innovation, social media, CRM, TV, radio, OOH, print, PR, influencer, events, and experiences.
• Negotiate ATL and BTL sponsorships, and influencer or ambassador contracts.
• Create compelling, engaging and locally relevant TTL creative campaigns that resonate with the target audience.
• Collaborate with creative and media agencies to execute effective campaigns using the bottoms up zero-based budgeting approach.
• Monitor performance against established KPIs for media, and campaign objective metrics.

Integrated Commercial Planning:

• Lead the collaboration with sales, group key account, and trade marketing teams to develop integrated commercial plans that drive brand growth and maximize volume, value, and profitability.
• Align marketing activities with trade promotions and sales initiatives using a commercial framework, key objectives, and execution approach.
• Monitor campaign performance and provide insights to optimize commercial plans.
• Manage and track brand budgets. Ensuring efficient and effective resource allocation, between scope of work and brand priorities.

Brand Profitability:

• Monitor and manage the brand income statement to effectively maximize brand profitability.
• Identify margin enhancing opportunities including: COGs savings, mix shift, revenue management, and incremental innovation, to optimize the brand P&L without compromising brand impact.
• Collaborate with revenue management teams to optimize the pricing strategy, pack-price approach, and promotional effectiveness.
• Analyze uplift and ROI from all initiatives and make data-driven decisions to optimize approach.
•  Manage brand cost centres including A&P, Opex, Capex requirements.

Innovation:

• Use segmentation, consumer insights and category competitor analysis to identify opportunity spaces within and beyond the bottle.
• Collaborate with intrinsic, packaging, and product development teams to create and launch future fit products or product variations in both existing and adjacent categories.
• Manage pack upgrades to maintain brand relevance and manage PIPO for implementation with limited write offs.
• Conduct qualitative and quantitative market testing and analysis to validate new product concepts or brand innovation, with volumetric assessment to confirm incremental contribution to portfolio.

Trade Marketing and Route to Consumer:

• Collaborate with trade marketing and channel partners to develop impactful visibility, consistent branding, and overall consumer experience on the path to purchase.
• Co-create and execute marketing strategies that complement the dynamics of each class of trade: off trade, on trade, eCommerce.
• Develop in-store merchandising, and trade assets, and POS materials with a consistent trade playbook for all channels.
• Develop channel-specific trade promotions and activations.
• Conduct shopper and consumer research to understand purchase behaviours and conversion drivers in different channels.

Team Management:

• Management of brand marketing teams including SBMs, BMs, and ABMs with project and task coordination.
• Integrated creative and media agency management.
• Ability to engage and collaborate with internal stakeholders across multiple projects: Global and Regional Marketing Teams, MT, Innovation, Trade Marketing, Sales, Group Key Accounts, Logistics, Finance, Legal, Revenue Management, Supply and Operations, Procurement, Corporate Affairs.

Education & Experience:

• A Bachelor's degree in marketing, business, or a related field (Postgraduate, Honours, or Master's degree preferred).
• Minimum of 7-10 years of experience in consumer marketing, brand management, or a related role.
• In-depth knowledge of consumer behavior, market trends, and marketing strategies.
• Strong analytical skills to interpret data and make informed marketing decisions.
• Experience in developing and executing integrated marketing campaigns across multiple channels.
• Excellent project management and organizational skills, with the ability to manage multiple projects simultaneously.
• Strong leadership skills and the ability to collaborate effectively with cross-functional teams.
• Proficiency in marketing software and tools, such as CRM systems, marketing automation platforms, and analytics tools.
• Excellent communication and presentation skills.
• Creative thinking and problem-solving abilities.
• Knowledge of digital marketing trends and best practices.
• Ability to thrive in a fast-paced and dynamic environment.

The Company’s approved Employment Equity Plan and Targets will be considered as part of the recruitment process. As an Equal Opportunities employer, we actively encourage and welcome people with various disabilities to apply. Heineken Beverages (South Africa) (Pty) Ltd) is committed to an organisational culture that recognises, appreciates and values inclusion and diversity. You must be fully eligible to live and work in South Africa to apply.