Brand Manager Bernini at The Heineken Company

Key Responsibilities:

•  Develop deep understanding of consumer segmentation and demand spaces, alongside typologies to execute targeted marketing initiatives.
• 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. 
• Collaborate with cross-functional teams to deliver customer-centric brand experiences. 
• Understand the brand strategies aligned with business objectives, ensuring consistent positioning, purpose, creative big idea, and messaging to build brand equity. 
• Support the implementation of 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 perceptions to share feedback to team.
• Contribute to the development of integrated TTL communication strategies across various channels, including digital and tech innovation, social media, CRM, TV, radio, OOH, print, PR, influencer, events, and experiences.
• Support the execution of ATL and BTL sponsorships, and influencer or ambassador partnership management. 
• Manage the Website, CRM, social channels, and community management. 
• Support the creative and media agencies to execute effective campaigns using the bottoms up zero-based budgeting approach.
• Support the creation and execute compelling, engaging and locally relevant TTL creative campaigns that resonate with the target audience. 
• Support the execution of integrated commercial plans that drive brand growth.
• Collaborate with sales and trade marketing teams to align marketing activities with sales objectives.
• Execute marketing activities aligned to trade promotions and sales initiatives using a commercial framework, key objectives, and execution approach.
• Monitor campaign performance and provide insights to optimize commercial plans.
• Support brand budget management. 
• Understand the brand income statement to support execution of brand profitability initiatives.
• Understand the revenue management pricing strategy, pack-price approach, and promotional effectiveness. 
• Contribute to the analysis of marketing ROI and make data-driven decisions to optimize resource allocation.
• Identify cost-saving opportunities without compromising brand impact.
• Support the management of brand A&P cost centres including monthly recons and reporting.
• 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 implement future fit products or product variations.
• Can assess and contribute towards building creative concepts that can improve business results. 
• Support the implementation of pack upgrades to maintain brand relevance and manage PIPO with limited write offs.
• Support market testing and analysis to validate new product concepts or brand innovation.
• Collaborate with trade marketing and channel partners to develop target marketing initiatives.
• Implementation of marketing strategies that complement the dynamics of each class of trade: off trade, on trade, eCommerce. 
• Contribute to development and execution of channel-specific trade promotions and activations, in-store merchandising, and trade assets, and POS materials with a consistent trade playbook for all channels.
• Use shopper market research and analysis to understand consumer behavior and preferences in different channels.
• Task Coordination with ABMs.
• Integrated creative and media agency account administration.
• 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