Category and Shopper Marketing Manager

Function/ Region: Global Commerce (Marketing)
Company job title: Brand Manager Birra Moretti

Job purpose: Leadership & implementation of the Birra Moretti® brand strategy across touchpoints and markets (key focus on MWB 6-9)

Reports to: Global Birra Moretti® Brand Lead

Role & Responsibilities
1. Develop and drive key insights on commercial performance and recommended actions for change

• • Day-to-day commercial interaction with markets (current & new), understanding issues and opps (inc, SP & AP cycle)

  • Identify key insights to explain / understand performance outcomes and key drivers (e.g., by OpCo, by brands, by growth driver (e.g., distribution, price, promo, BTL support etc.)

  • Develop and populate performance trackers.  Ensure clear recommendations for opportunities / actions for the brand building agenda as a result of commercial performance tracking

  • Ownership of launch playbook, keeping launch best practice current and drive adoption in-market
     

2. Drive positioning and brand building activity TTL , amplifying visibility and shopper experiences (across channels)

• • Responsible for the creation and delivery of the annual brand activation plan, across markets, channels, and customers

  • Within the plan drive “strategic” driver-led activation (linked to demand space), driving excellence of execution.

  • Work with OpCos to brief and manage delivery of authentic Italian experiences/events to support growth agenda

  • Develop all BTL assets and playbook guidance, using framework to approve local initiatives with right rational.  Improve quality and cost, and drive adoption through AP and commitment rounds

  • Link all shopper experiences initiatives across all channels inc. Digital, Social, E-com, when relevant

  • Develop and implement BTL partnerships( e.g.: Birra Moretti® and Barilla Pasta), activations & sampling ideas
     

3. Markets connection / Birra Moretti® Internal Community Management

• • Orchestrate Global Brand Team connects with OpCos, such as Global Community Quarterly calls, ad-doc events during Global Commerce Week to drive Learn, Share, Reapply philosophy
     

4. Budget Responsibility: BTL brand budget

What are we looking for?

Education: University level

Work experience: 6-8+ years

Required work experience in field of expertise: Strong in Marketing and Trade Marketing

Other fields of expertise: Category development. Category and shopper marketing.

Functional skills: Deep understanding and familiarity with all existing HEINEKEN tools and frameworks across MWB 6-9

Languages: Fluent in English

Behaviors
Key Leadership expectations: shape, connect, develop, deliver and/or role model HEINEKEN behaviors. This role will have a particular focus on Shape and Deliver.

Collaboration: The role will need to work in partnership with Global Birra Moretti® brand Team & Other Global Brands, Global Sales/Trade Marketing, RMG Team, CDMs, procurement as well as Region and OpCo commercial teams

Problem solving mindset: Focused on the “so what” of performance reporting and day to day connection with markets, delivering relevant tools.

Communication skills: Will require strong verbal and written communications, able to engage and influence regions, OpCos, agencies, solving issues while keeping the brand consistent

The application window will close on 26/11/2024, or earlier if we receive a sufficient number of applications. First interviews are scheduled for the week of 02/12/2024, we appreciate your flexibility.