Brand Manager

Role purpose
Own and lead Heineken’s Design & Experiences agenda, defining how the brand shows up physically and experientially across channels, packaging, occasions, and experiential platforms—driving iconicity, premium perception, and execution excellence nationwide.

KEY RESPONSIBILITIES

1. Visibility & Amenities Excellence

• Lead the end-to-end development, production, and nationwide rollout of visibility and amenity assets across all channels.

• Build and deploy toolkits and playbooks to ensure consistent, high-quality execution.

• Partner closely with Trade Marketing, Sales, and Procurement to balance design ambition with feasibility and cost efficiency.

• Review execution quality in-market, extract insights, and continuously elevate standards.

2. Consumer Experience & Ritual Deployment

• Define and lead serving rituals, on-table experiences, and occasion-based programs that reinforce Heineken’s premium positioning.

• Own Brand Ambassador & SP strategy, including verbalization, training frameworks, and execution toolkits.

• Lead experiential and value-added consumer gift strategies with strong brand coherence.

• Collaborate with BTL and Sales teams to ensure flawless rollout, training, and execution excellence.

3. Experiential Platforms, Activations & Events

• Shape and deliver multi-year experiential platforms across campaigns, activations, events, pop-ups, and sponsorships.

• Translate brand communication ideas into immersive, engaging on-ground experiences.

4. Packaging & Visual Identity Guardianship

• Own multi-year packaging design strategy across innovation, renovation, LEPs, promotions, and SP applications.

• Ensure strict adherence to global guidelines while maximizing local relevance.

• Act as brand guardian across all visual touchpoints.

5. Governance, Capability & Continuous Improvement

• Manage timelines, budgets, and cross-functional alignment.

• Ensure consistency across uniforms, toolkits, and branded materials.

• Drive Brand Ambassador accountability on brand knowledge and serving standards.

• Track effectiveness and apply learnings to future programs

REQUIREMENTS

• Bachelor’s or Master’s degree.

• Strong experience in Brand Management / Consumer Experience within FMCG; beverages preferred.

• Proven expertise in packaging design, visibility systems, amenities, and on-trade experiences.

• Strong understanding of premium and modern trade environments.

• Excellent project management and stakeholder management skills.

• Strategic mindset with strong design sensibility and commercial acumen.

• Advanced English proficiency.