Communications Manager HEINEKEN & Amstel

Heineken Brand Global PR Manager

Location: Amsterdam, Hybrid

Department: Corporate Affairs

Apply before 22nd January 2025!

What will you do as a Global PR Manager?

The Heineken Brand PR Manager plays an important role in amplifying the HEINEKEN story internally and externally. In particular by increasing the brand’s share of voice in target media and amongst digital influencers and linking our Brand PR results directly to influencing purchase intent of consumers, next to the internal engagement of initiatives and leaders.

The Heineken brand is the heart and soul of the company. It is the world’s leading international premium beer brand. The brand has world-class, award-winning marketing and some of the best-loved and most shared campaigns. The brand has also taken the lead on elevating the discussion on alcohol abuse and responsible consumption through various campaigns and activations.

Last, but not least, through outstanding work in the design and innovation space Heineken is now a brand that is held in high esteem with trendsetters and consumers that are expectant of what is coming next.

Key Responsibilities: 

Brand PR plays an integral role in the communications mix of the Heineken brand. It is viewed as an essential contributor in the integrated teams that are created to tell the different Heineken brand stories.

Sitting with the CA function and working alongside the Commerce function The Heineken Brand PR Manager is tasked with further elevating the Heineken brand through earned publicity (in traditional, influencer, social and digital media) and by doing so driving business results. The successful manager will need to demonstrate the ability to:

> Create thought-leadership platforms for senior brand leaders in the core areas of:

• • Digital innovation

  • Using brands to drive new consumer behaviours (responsible consumption/sustainability)

  • Quality and beer credentials

  • Social purpose of brand

> Create and implement creative integrated storytelling programmes to support the brand’s most important properties and put in place measurable key outcomes in:

• • • Sponsorships

      • Football UCL & UWCL (UEFA Champions League)

      • Football Womens Euros

      • Formula 1

      • Enjoy Responsibly/When You Drive Never Drink campaign

    • Innovation, quality and design led initiatives

> Manage the relationships and demands of multiple internal and external stakeholders and agency partners, as well as:

• • Senior reporters of tier-1 global media

  • Senior leaders of important stakeholders such as UEFA, Formula 1 management, FIA

  • Global Chiefs (e.g. Commerce and Corporate Affairs)

  • Senior Director Global Heineken Brand and the Heineken brand Management Team

  • Marketing and Brand PR Managers in OpCos

  • Celebrity brand spokespeople

The role is measured in:

• • Share of voice for the Heineken brand in tier-one global media

  • Brand equity and reputation scores of the Heineken brand

  • Number of (on-line) engagements / reach with Heineken campaigns

  • PR campaigns that influence our important stakeholders on the role and purpose of the Heineken brand

Challenges:

• Working effectively and efficiently in a complex matrix organisation with many internal and external stakeholders

• Managing coverage by tier-1 global media

• High pressure, very visible global campaigns

Are you the Global PR Manager who completes our team?  

We are looking for someone with a growth mindset who can easily work in changing conditions and collaborate with various people, cultures and stakeholder levels. For this role we are hoping to find someone with the following qualifications and experience:

Functional Competencies:

• Knowledge of how successful brands are built and strengthened. Hands on experience with a full spectrum of technologies, best practices and creative approaches to engage with influencers, media (traditional, social and digital) and consumers.

• Outstanding communication skills – written, spoken and interpersonal – to inspire and lead colleagues and agency partners. Have an opinion, be persuasive and possess the self-confidence and gravitas to advocate with the passion needed to sell in new ideas.

• Well-developed project management skills, stress resistant

• Strong work ethic and sense of urgency

• Seeking responsibility and accountability

Experience / Skill Required:

• Minimum of 15 years working experience in similar job or related areas (e.g. PR agency, sports sponsorship, in-house, journalism).

• Passion for storytelling, influencer/creator expertise, social media expertise, stakeholder engagement/relationship building skills, selling/influencing.

What's in it for you? Let's uncork! 

• An extensive and rewarding pension-plan; 

• A flexible budget including holiday allowance; 

• Remuneration for travel expenses; 

• Flexible working hours and the flexibility for working from home; 

• Lots of fun activities! 

Ready to join our team? 

Are you excited to get started as our Global PR Manager? Then apply immediately by clicking the green application button and sending us an updated version of your resume. A cover letter is not required, but we would love to hear about your passion for our position, so a short note along with your resume would be great. We look forward to receiving your application!