Heineken USA Incorporated is one of America’s premier beer importers and the US subsidiary of the world’s second largest brewer.
The Heineken Company is the exclusive importer of Heineken Lager Beer and Amstel Light.
Heineken USA has evolved toward a portfolio-oriented company. As of 2005, Heineken USA entered into an agreement with Femsa Cerveza unit of Mexican brewer Fomento Economico Mexican (CCM) and will head the sales, distribution and marketing of the brands Tecate, Dos Equis, Sol, Bohemia and Carta Blanca.
In 2006, Heineken USA updated a flagship brand and began to test market the first major U.S. line extension of the Heineken name in more than 125 years. In 2006, Heineken USA introduced a smooth, new luxury light brand Heineken Premium Light.
GROWTH IS THE MAIN THEME AT Heineken USA. We are about growing our business, our categories and our image of our brands. We are about growing our people in terms of their development—personally and professionally.
The incumbent will create compelling programs that connect our brands with multicultural shoppers across key channels.
Plan and prepare
Support the development and alignment behind the National Promotion Priority Calendar.
Work with trade marketing managers to capture & communicate channel & shopper insights and drive understanding across organization.
Write promotion briefs and deliver to agencies for national multicultural trade marketing programs and tools
Manage agency contacts and activity timelines.
Drive off-premise concept, creative & tactical development for all related programs & tools
Lead development of digital / on-line extensions of programs.
Ensure key stakeholders (including brand, regional marketing, POS, sales, legal, corp. affairs, etc.) are aligned through each step of the planning & development phases.
Input into the development of promotional packaging where needed.
Provide trade marketing expertise and assist brand / field teams with pre-launch marketing program preparation as required.
Work with agencies and internal teams to create & deliver program communication & selling tools for sales & distributors to sell programs.
Identify, track and facilitate resolution of trade marketing program issues; escalate as necessary
Provide input into channel specific execution standards
Track & day to day management of promotion budgets
Measure and improve
Proactively visit key markets/accounts in conjunction with programs/local execution.
Capture & communicate program learnings for all related national off-p programs
Work with business intelligence to assess program performance; facilitate improvements as appropriate
Contribute to creating a trade marketing evaluation framework
Shopper insight & understanding
Integrating different perspectives
Channel activation planning and project management
Category, portfolio & brand understanding
Creating customer value
Route to market & customer understanding
BACKGROUND & EXPERIENCES:
Undergraduate degree required
Fluency in both written & spoken Spanish strongly preferred
5-7 yrs brand, consumer promotion, trade or shopper marketing experience required.
Retail marketing experience required, off-premise channels preferred.
Exposure to beverage industry /, alc. beverage preferred.
Exposure to retail account management preferred
Exposure to activity analysis / techniques preferred
Exposure to category management preferred
Heineken - 18 months ago
Heineken is one of the world's leading brewers, with a wide international presence through a global network of distributors and breweries....