BTL Manager Savanna at The Heineken Company

KEY RESPONSIBILITIES:

• Develop and implement BTL marketing stratergies that align with the brand and commecial objectives
• Identify consuemr engagement opportunites across touchpoints such as retail, events and direct -to-consumer channels
• Support the creation of the brand's intergated commercial plan with BTL components
• Plan and manage BTL budgets for effective resource allocation and return on investment
• Lead execution of BTL campaigns: activations, in-store promotions, sampling, trade marketing, and roadshows.
• Ensure brand activations are delivered on time and in full, across relevant geographies and channels.
• Manage development of BTL assets with agencies and vendors to ensure brand consistency and quality.
• Support new product launches and relaunches by driving in-market visibility and engagement.
• Ensure all BTL activity adheres to brand guidelines and regulatory requirements.
• Continuously seek innovative activation formats, experiential marketing ideas, and digital integration in BTL spaces.
• Leverage shopper and consumer insights to refine activation plans and improve campaign relevance.
• Collaborate with internal stakeholders (Sales, Trade, Digital, Finance, Supply Chain) for alignment and seamless execution.
• Manage agency relationships and performance to deliver on creative briefs, activation plans, and timelines.
• Provide strategic direction to regional/national trade marketing teams to ensure alignment with brand objectives.
• Track BTL campaign performance using clear KPIs (reach, engagement, sales uplift, ROI).
• Conduct post-campaign evaluations and deliver insights to improve future executions.
• Maintain a clear inventory and usage log of promotional materials and brand assets.
• Report and monitor actual vs. planned BTL spend to ensure on-budget delivery.

EDUCATIONAL QUALIFICATIONS

• A relevant and recognized Bachelor’s, Masters or Post-Graduate qualification in Commerce, Marketing, Economics, Business Science or related field.

PROFESSIONAL EXPERIENCE AND PERSONAL ATTRIBUTES

• 3-5 years of experience in BTL marketing, brand activation or trade marketing within an FMCG environment
• Expericence working cross-functional teams and external partners
• Proven record of managing end-to-end campaigns that drive business performance
• Strong project management and negotiation skills
• Excellent stakeholder management and negotiation skills
• Analytical thinker with the ability to extract insights from campaign data
• Highly creative with attention to detail and passion for consumer experience
• Comfortable in a fast-paced, dynamic environment with multiple priorities
• Budget management and Financial accumen