Brand Manager Prem Wines Pongr, DBVH, Sedg, Ned at The Heineken Company

Purpose of the job:

• The Brand Manager is responsible for executing brand strategies, managing marketing campaigns, and driving brand growth. This role involves close collaboration with cross-functional teams and external partners to ensure consistent brand messaging and effective communication with the target audience.
• They should support the development of the integrated brand plans and lead key initiatives aligned to the brand positioning and purpose.

Key Responsibilities:

Consumer Centricity 

• 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.

Brand Strategy 

• 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.

Communication Strategy 

• 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 creation and execute compelling, engaging and locally relevant TTL creative campaigns that resonate with the target audience.
• Oversight of brand asset management on internal and external platforms: packs, brand visual identity, logos, creative assets. 
• Support the creative and media agencies to execute effective campaigns using the bottoms up zero-based budgeting approach.

Integrated commercial planning 

• 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.

Brand Profitability 

• 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.

Innovation 

• 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.

Trade Marketing and Route to Consumer 

• 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.

Team Collaboration: 

• Task Coordination with Assistant Brand Managers.
• 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.

Education & Experience:

• Appropriate tertiary marketing qualification preferably marketing related (degree / diploma) or equivalent experience  
• Minimum of 3-5 years of experience in brand management, marketing, or a related role.
• Knowledge of marketing principles, consumer behavior, and brand development concepts.
• Strong project management and organizational skills, with the ability to manage multiple initiatives simultaneously.
• Excellent written and verbal communication skills, with attention to detail.
• Proficiency in marketing software and tools, such as CRM systems, marketing automation platforms, and analytics tools.
• Creative thinking and a passion for brand marketing.
• Strong interpersonal skills and the ability to collaborate effectively with cross-functional teams and external partners.
• Ability to thrive in a fast-paced and dynamic environment.

Closing Date: 26/11/2025