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Function/ Region: Global Commerce (Marketing)
Company job title: Brand Manager Birra Moretti
Job purpose: Leadership & implementation of the Birra Moretti® brand strategy across touchpoints and markets (key focus on MWB 6-9)
Reports to: Global Birra Moretti® Brand Lead
Role & Responsibilities
1. Develop and drive key insights on commercial performance and recommended actions for change- Day-to-day commercial interaction with markets (current & new), understanding issues and opps (inc, SP & AP cycle)
- Identify key insights to explain / understand performance outcomes and key drivers (e.g., by OpCo, by brands, by growth driver (e.g., distribution, price, promo, BTL support etc.)
- Develop and populate performance trackers. Ensure clear recommendations for opportunities / actions for the brand building agenda as a result of commercial performance tracking
- Ownership of launch playbook, keeping launch best practice current and drive adoption in-market
- Drive positioning and brand building activity TTL, amplifying visibility and shopper experiences (across channels)- Responsible for the creation and delivery of the annual brand activation plan, across markets, channels, and customers
- Within the plan drive “strategic” driver-led activation (linked to demand space), driving excellence of execution.
- Work with OpCos to brief and manage delivery of authentic Italian experiences/events to support growth agenda
- Develop all BTL assets and playbook guidance, using framework to approve local initiatives with right rational. Improve quality and cost, and drive adoption through AP and commitment rounds
- Link all shopper experiences initiatives across all channels inc. Digital, Social, E-com, when relevant
- Develop and implement BTL partnerships( e.g.: Birra Moretti® and Barilla Pasta), activations & sampling ideas
- Markets connection / Birra Moretti® Internal Community Management4. Budget Responsibility: BTL brand budget
What are we looking for?
Education: University level
Work experience: 6-8+ years
Required work experience in field of expertise: Strong in Marketing and Trade Marketing
Other fields of expertise: Category development. Category and shopper marketing.
Functional skills: Deep understanding and familiarity with all existing HEINEKEN tools and frameworks across MWB 6-9
Languages: Fluent in English
Behaviors
Key Leadership expectations: shape, connect, develop, deliver and/or role model HEINEKEN behaviors. This role will have a particular focus on Shape and Deliver.
Collaboration: The role will need to work in partnership with Global Birra Moretti® brand Team & Other Global Brands, Global Sales/Trade Marketing, RMG Team, CDMs, procurement as well as Region and OpCo commercial teams
Problem solving mindset: Focused on the “so what” of performance reporting and day to day connection with markets, delivering relevant tools.
Communication skills: Will require strong verbal and written communications, able to engage and influence regions, OpCos, agencies, solving issues while keeping the brand consistent
