Share this Job

Strategic Data Driven Marketing Manager

Date: 15-Aug-2019

Location: Amsterdam, Netherlands, 1072 AE


About this vacancy
Location: Amsterdam
Discipline: Commerce
Working Experience: 5 - 10 Years
Type of Contract: Permanent
Apply Before:

Strategic Data Driven Marketing Manager


Heineken’s ambition is to directly reach 50% of beer and cider drinkers by 2021 with personalized communication, at the right time, in the right place, with the right content, at scale – to ultimately drive increased sales.


We will drive this by embedding an Individual-People Data Driven Marketing (I-DDM) approach at scale across Heineken with:


·       Organization: Continue rolling out the integrated Commercial Digital Acceleration Units (CDAUs) created in Europe (NL, FR, UK) in 2018 to selected operating companies (op cos) in 2019 and 2020.

·       Skills and capabilities: data acquisition/management, analytics and media buying embedded in commerce teams

·       Technology (marketing tech stack): global partnerships rollout

·       Accelerated learning plan to Test, Learn, Iterate and build campaigns at scale


This specific role is to lead an in-house ‘Accelerator Squad’ tasked with helping drive know-how in the op cos and providing hands-on support on how to implement iDDM, the new way of marketing within Heineken, and the CDAU head in an op co lead & embed the change. The Accelerator Squad will help with hands-on implementation in the op co, building on the learnings to date.


Key responsibilities


·       Align iDDM with op co ‘big bets’ based on the Annual Plan

·       Help CDAU head to evangelize iDDM within the op co by using tangible op co examples based on existing iDDM roadmaps

·       Provide in-house consultancy and coaching to the op co’s on how to best set-up campaigns (using campaign charter), measure and execute iDDM campaigns working in cross-functional teams and involving the media, creative agencies from the start

·       Instil ‘agile’ ways of working and maintain the regular drumbeat of weekly working sessions with brand teams, CMI, Media & agencies

·       Apply ways of working developed globally and tailor to local market realities

·       Apply 70-20-10 model for scaling iDDM: 70% applying proven tactics at scale, 20% validating promising tactics, 10% innovation

·       Work on talent agenda and identify skill gaps


Organizational context:


·       Global Digital, Marketing Development & CMI: Direct report to the Manager Global Data-Driven Marketing.  Part of the Global Digital, Marketing Development & CMI department, which consists of 23 people.





·       Existing teams need to be upskilled in iDDM mind set. Each op co has different starting point & data sources available. Identify skill gaps, where appropriate

·       Have impact without pushing solutions “top down” in decentralized organization with highly autonomous & empowered local teams

·       Travel required: Extensive travel to operating companies required



·       Master or MBA degree - Educational background in engineering, computer science, preferred;

·       7-10 years experience required in a similar global role in digital strategy, either client side in FMCG, retail or digital agency side in ad tech or media.

·       Passion for and experience in ‘making change happen’

·       Strong understanding of web fundamentals (e.g. JavaScript, cookies, tagging) and ad serving technology

·       Hands-on expertise in:

o    Analytics (pref. Google Analytics)

o    CDP (preferably Relay42)

o    DMP (preferably Salesforce DMP/Krux)

o    Digital media buying tools (e.g. DV360, Adobe, Tube Mogul)

·       Knowledge of programmatic 2nd & 3rd party data landscape & consumer data “walled garden” platforms like Facebook and Google

·       Able to apply core principles of privacy regulations (especially GDPR) and interface effectively with Legal

·       Experience of working with Dynamic Creative Optimization is preferred



At HEINEKEN, we brew great beers and we build great brands. We are committed to surprising and exciting our consumers and employees everywhere. We have a proud history and heritage in brewing and in our communities. With operations in over 70 markets globally, we are the world's most international brewer.

Job Segment: Database, Engineer, Computer Science, Manager, MBA, Technology, Engineering, Management