Marketing Manager Amarula Commercial and Innovation at The Heineken Company

Key Responsibilities:

Commercial Growth Drivers

• Pricing Strategy: Develop price positioning guidelines and indices to optimise sustainable revenue and profitability across the Amarula portfolio in partnership with OPCO’s. Monitor market trends, competitive landscape, and consumer and customer behaviour to identify opportunities and adjust pricing accordingly. Lead the use of advanced RMG tools and analytics (e.g. choice-based conjoint) to ensure pricing strategy is supported by sound data and insights.
• Mix and Margin Management: Analyse product mix and margin performance to identify areas for improvement (ensuring a full value chain assessment of different categories and the full P&L impact of pack, product and category mix).
• Promotional Effectiveness: Evaluate the effectiveness of promotional activities and campaigns in driving revenue and profitability in lead markets. Recommend strategies to enhance promotional effectiveness and align them with overall business objectives.
• Cross-functional Collaboration: Work closely with OPCO’s: including finance, sales, marketing, and operations, to align revenue management strategies with overall business goals.
• Lead global GTM modelling & assessment, entry strategies and acceleration for the Amarula brand
• Collaborate with regional trade channel partners in identification of priority Must-Win Battles and co-creation of trade marketing strategies
• Develop guardrails with regional partners for channel-specific trade promotions and activations.
• Use global shopper market research and analysis to understand consumer behavior and preferences in different channels.
• Performance Analysis: Conduct regular performance analysis to measure the effectiveness of revenue management initiatives. Utilise data-driven insights to identify areas of improvement and make recommendations for optimization

Innovation

• Develop a deep understanding of the regions and consumer preferences within your category and markets, ensuring all innovations are rooted in category and consumer insight and complemented by a solid understanding of global trends, market and competitor dynamics.
• Collaborate with Innovation Hub to identify opportunities for line extensions and other innovations that will be margin enhancing for the brand.
• Conduct qualitative and quantitative market testing and analysis in collaboration with Insights team to validate new product concepts or brand innovation.
• Develop & deliver the 5 year Global Amarula Innovation pipeline
• Lead the Innovation development process and guardrails, concepts, design and commercialisation of the identified projects through Stage Gate process, supported by PMI.
• Develop special editions (Gifting, Cultural Events & Partnerships) strategy in partnership with key OpCo’s, taking feedback from prior learnings, as well as competitor intelligence.

Job Requirements:

• Bachelor's degree in marketing, business, finance, economics, or a related field. Advanced degree preferred
• 10 years proven experience in revenue management, pricing strategy, and margin optimization.
• Strong analytical skills with the ability to interpret complex data sets and derive actionable insights.
• Excellent understanding of market dynamics, pricing methodologies, and revenue management best practices.
• Proficient in using revenue management software and tools.
• Strong business and financial acumen and the ability to align revenue management strategies with overall business objectives.
• Exceptional communication and collaboration skills to work effectively with cross-functional teams.
• Ability to adapt to changing priorities and work in a fast-paced environment.
• Results-oriented mindset with a focus on achieving revenue growth and improving operating margin.