Manager, Off Premise Channel and Customer Development
Heineken USA - New York

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Develop, implement and track the sales tools and processes necessary to support HUSA’s vision of upscale beer segment leadership in Off Premise Channels and Key Customers

Plan and prepare
  • Tool Development: Create strategic selling tools for National Accounts and Regional sales teams to drive Commercial Priorities against key brands leveraging available data for Off Premise Channels – Grocery, Liquor, Club, Convenience and Drug.
    • Leverage channel specific data -7-Exchange, Rite Insight, Retail Link, Dunnhumby
    • Address key package opportunities by channel
    • Anticipate competitive issues
    • Provide voice of the retailer to enable successful sell-in of HUSA NPI
  • Retailer needs assessment: Serve as key contributor to development, execution and tracking of Heineken GPS Account Planning. Retailer category plans and objectives should be reflected in program development briefs.
    • Drive standardized analytical template development
    • Share Best Demonstrated Practices
    • Enable GPS Light
    • Track results and implementation
  • Sales tool development deployment : Collaborate with Business Development team to enable localization and usage of selling tools for the entire sales organization.
  • Support shelf strategy and assortment leadership efforts with fact based insights :
    • Leverage EZ Mix
    • Leverage Shopper Insights

  • Sales Tools: Develop, maintain and refresh a suite of Off Premise selling tools, customizable by channel and key account.
  • Internal Training: Work with L & D team to incorporate tools into planned training programs. Create webinar and in-person training programs and follow-up in-market to ensure adoption of tools
  • External Training: Collaborate with BDD team and market mangers to train top market distributors on selling tools and Green Standard
  • Ensure execution of tools with targeted distributors within HUSA network.
  • Heineken GPS (Growth and Profit Solutions): Develop a set of category planning and development principles that will support our upscale leadership aspiration with key Off Premise customers and establish a clear ‘point of view” for HUSA on beer category management.
  • Sales Portal: House, update and maintain all sales tools on the portal
Measure and improve
  • Sales Tool Training adoption: Oversee the assessment of tools training. Assessment includes whether tools and practices have been implemented, how well the tools are being implemented and how the tools have affected sales.
  • Key package distribution and rate of sale growth: Track a sample of “green standard” accounts.
  • “Success story” selling: Track “success stories” and utilize them for selling purposes.
Critical Skills:
  • Category, Portfolio and Brand Understanding
  • Channel, Shopper and Off-Premise understanding
  • Route to Market Profitability
  • Financial and business acumen
  • Strategic business planning and development
  • Training knowledge
Background / Experiences:
  • Minimum 4-6 years’ experience in Category Management, Retail Sales or Trade Marketing in major CPG categories
  • Proficiency with syndicated data – Spectra, IRI/Nielsen
  • Experience building retail selling tools required
  • Experience in shopper insight generation preferred
  • Familiarity with leading space management and data aggregation applications – Apollo, Rich Mix, Data Alchemy
  • Experience working with beverage distribution model preferred
  • Exposure to product innovation development and implementation required
  • Retail marketing experience preferred
  • Clean driving record required
  • Must be willing to travel
  • Undergraduate degree required
To Apply email resumes to Stephen Sietsema at

About this company
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Heineken is one of the world's leading brewers, with a wide international presence through a global network of distributors and breweries....