Manager Mexican Portfolio BTL Programming

HEINEKEN•City of White Plains, NY

32d

About The Position

The role of the Manager BTL Programming Mexican Portfolio is responsible for the delivery of BTL programming from briefing through post-program analysis. As part of the Commercial Marketing team, reporting into the Sr. Director Commercial Marketing, this role is responsible for managing the BTL creative agency, developing national programs for both on and off trade aligned to the brand big idea while addressing the needs of the customer and leaving room for localization. This position will deliver the playbook for how the commercial organization will execute national programs in market and then complete the post-program analysis. This role will work closely with their brand team counterparts and cross functionally with Regional Marketing, National Accounts (On and Off Premise), CMI (consumer & shopper insights), marketing operations, and merchandising teams. This role will also be part of the Integrated Agency Team (IAT) to ensure that there is seamless execution of the brand through the line across all consumer touchpoints through to the store.

Requirements

4+ years’ experience in marketing, commercial marketing and/or sales
Proven track record of project management experience
Experience managing creative agencies
Well-versed in bev-alc channel and shopper dymamics

Nice To Haves

Bachelor’s degree in Marketing or equivalent strongly preferred
Knowledge of the beverage industry preferred
Understanding of three-tiered route-to-market

Responsibilities

Develop and deliver BTL creative agency brief for national program activation concepts based on the brand big ideas for development of national program ideas. All briefs should include directive for the big idea to be scalable for localization, informed by relevant channel and shopper insights.
Work with Customer Marketing Managers to collect customer feedback and input to help inform BTL creative brief of big idea.
Manage BTL creative agency through 1-2 creative rounds, giving feedback to ensure deliverables are on time and on brief.
Responsible for approving the Key Visual and incorporating the national program mechanic
Brief the creative studio (Greenworks) for Point of Sale/ Display Menu assortment and any local adaptations required.
Deliver Execution Priorities, Brand Expectations (SKUs, Packs, Size of Display, etc.) and Selling Tools to Sales and update Taproom with assets. The selling tools include: Program Activation Deck, Program Sell Sheets, and Localized Sell Sheets.
Collect qualitative Inputs from Customer Marketing Managers/ National Accounts
Collect quantitative inputs from CMI
Evaluate the program ROI and program execution. Deliver results to Marketing Operations team so they can complete a broader evaluation of program ROI across the portfolio.