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Global Communications Strategy
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HEINEKEN invests in brand growth and recognizes ATL being a key driver of it. This role is pivotal in driving HEINEKEN business ambitions as well as shaping positive culture within the organisation.
Function/Region: Global Commerce
Reports to: Director Global Media & Data
Direct Reports: 4x Direct Reports
Job Purpose
Deliver profitable growth by designing and deploying comms strategy, planning, and execution capabilities across HEINEKEN loval business entities and Global Brands and maximizing the effectiveness of global media investment and indirectly influencing effectiveness of whole ATL; producing excellent consumer-centric, data and technology enabled Integrated (ABTL) Comms Strategies and Plans for Global Brands; establishing yourself as a trusted partner to Global, Regional, and local stakehodlers; evolving partnership with our key agencies (media and creative) and internal stakeholders to enable this.
The role will work at senior leadership level with key stakeholders Globally, Regionally, and Locally across Commerce (Marketing, Sales, E-retail, Insights, Innovation) and support functions (D&T, Finance etc) to our ambition, capability and people agenda.
Key Stakeholders:
- Local business entities: Media Leads, Marketing Directors
- Region: Regional Consumer Experience Managers, Regional Marketing Excellence Directors
- Global: Global Brands Teams GCU, CMI & Innovation, Corp Comms, Procurement, D&T, Transformation Office
- Partners: Media Agency, Creative Agencies, Media Owners
Key Responsibilities
STRATEGY & PLANNING:
- Maximise effectiveness of our ATL budget and especially of indirectly owned media budget, to drive brand power and marketshare
- Lead design, deployment, and evolution of comms strategy, planning, and execution capabilities (incl processes), enabled by data and technology, powered by strong insights and creativity
- Transform traditional, paid media and TV-first HEINEKEN ATL model into future-fit Through The Line Comms Strategy (ABTL/Long & Short term) enabled by data and technology, powered by strong consumer insights and creativity. And Shifting evolving Media community into TTL Comms Planning Leaders/Consumer Experience Experts
- Evolve our approach to communications by driving greater usage of Owner/Earned/Shared touchpoints incl. Brand and Media partnerships
- Supported by team and in collaboration with Global Brand Comms Leads/Inter Agency Teams, develop best in class, effective, innovative Through The Line Comms Strategies and plans for GLobal Brands, aiming for high adoption in local entities
- Identify and shape future-facing capabilities including Retail Media, Consumer Data
- Encourage and drive new opportunities, ideas, solutions across media, creativity, data, digital products, services etc.
PEOPLE & NETWORK:
- Lead our OpCo network and global Brand Portfolio relationships, making sure we add value and support in driving business and marketing targets (Marketshare, Volume/Value, Brand Power) through capabilities, Global Learning Agenda, JBPs, education and inspiration etc.
- Drive culture of innovation, accountability, data-usage and technology obsession
- Collaborate closely with Regional Media Leads to ensure landing of capabilities and global agenda
- Support in driving cultural change across organization - making HEINEKEN more data, tech, digital literal
- Break silos within organisation to enable faster and easier deployment of initiatives - especially in bringing together Marketing and Trade, Media and Creativity, Brand and Retail
AGENCIES:
- Lead the D2D relationships and governance of media agency and consultants, supported by team and procurement
- Support in creating fruitful collaboration with creative, BTL, experiential, social, influencer and other agencies
- Oversee relationships with global and local partners (Facebook, Google, Snapchat, Captify, Teads, Spotify) and identify further strategic partnership opportunities
Measures of success: Brand power and market share growth; ROI across portfolio; Global Strategies and Capabilities adoption in our local entities; NPS across stakeholders and Agency evaluation; Awards shortlists and wins.
Job Requirements
- Balancing Short and long term, Strategy and Execution, strategic (helicopter-view) approach with hands-on delivery, Perform and Transform agenda, Creativity and Accountability
- TTL data-enabled Comms Strategy and Planning (ABTL incl retail media), powered by data (extensive knowledge of 1/2/3rd party data usage in planning and buying)
- Shaping and delivering data strategies, and leveraging these to drive better consumer experiences via Paid/Owned/Earned/Shared media
- Cross-channel, TTL, ABTL planning and execution
- Leveraging effectiveness measurement ATL solutions (MMM, MTA etc) for performance evaluation and strategy/planning/execution
- Agency management (mandatory - media, desired - creative, social, influencer)
- Using digital media technologies including CDP, DMPs, Marketing Autom
