Senior Director, Regional Commercial Marketing
Heineken USA Inc. - White Plains, NY

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HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at

Purpose: Owns total region business growth and commercial marketing deliverables with distributors, program adaptation across regional customers (where relevant , not national accounts) and executional excellence across all customers.

Key Responsibilities:
  • Linkage between regions and commercial marketing & brand teams ensuring understanding of regional needs
  • Key stakeholder for multi-channel brand, portfolio & multi-cultural programming for regional accounts (grocery, liquor, small format, bar, restaurant)
  • Leads and manages a team of 4 Regional Commercial Marketing Directors
  • Owner of annual and trimester planning for regional commercial marketing activities
  • Facilitator of integrated regional marketing plan (combining brand & regional marketing needs) for regional accounts
  • Driver of executional excellence and continuous improvement in Regional Marketing budget ROI
  • Provides region specific and aggregate regional perspective to Brand and Commercial Marketing teams relative to region needs
  • Provides feedback on Brand and Channel strategies (grocery, liquor, convenience, bar, restaurant) and activity plans ensuring they are relevant and scalable within regions
  • Owns annual and trimester activity planning for regional marketing
  • Leverages multi-channel brand, portfolio and multi-cultural programming with limited to no adaption,delivering volume while reducing customization complexity
  • Drives “execute with excellence” from internal teams, external partners/agencies/distributors, through to customers
  • Owns regional commercial marketing budget allocation
  • Owns maximizing overall regional commercial marketing budget ROI
  • Identifies/operationalizes cross-region business building or learning opportunities
  • Leads talent development (attraction, retention, growth) across regional marketing
  • Owns the linkage between national & local media strategies & plans
  • Stewards national partners – Geometry (regional execution), formula (national sampling) for flawless execution in local market
  • Leads strategic planning integration for DBPs – driving connection between brand & commercial planning
  • Stewards new product innovation execution
  • Leads the integration of insights from corporate – consumer & shopper
  • Total sales and profit growth for the region and HUSA overall
  • ROI of total regional commercial marketing investment
  • HUSA rankings (nationally) by customers/distributors as measured by CM Profit Group and Tamarron
  • Brand health growth (nationally) on core brands: Equity scores and funnel measures – awareness, trial, loyalty
  • Experience in CPG/Beverage sales/marketing
  • Proven track record in commercial/shopper marketing leadership
  • Experience developing and participating in sales pitches to retail customers/distributors
  • Experience in linking business planning, strategy development, and effective implementation of local media & activation programming
  • Experience in talent development
  • Direct experience in and knowledge of one or more key regions & markets
  • Bachelor's Degree

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....