Heineken

Job Purpose

As the Media Manager, you are responsible for consumer centric touchpoints strategy, including digital and traditional media channels as well as sponsorships. It is all about touchpoint thinking and execution cross portfolio, leveraging new age technology and innovation and first party data.

You develop and oversee our media strategy per brand and work together with the Marketing and Brand Managers on campaign development and accordingly plan and execute the media part. You track, analyze and report the impact of our communication and suggest continuous improvements (test and learn) in order to allocate our resources in the most optimal manner. You have the lead for spotting media trends and updating the full Marketing team on the latest.

Typical day-to-day activities include:

• Develop and manage digital and traditional marketing campaigns, optimizing media spend according to local and international benchmarks and reporting
• Oversee the social media strategy execution for each of our brands: Tiger, Heineken, ABC, Bawdar and R7
• Leading the sponsorship and brand building events agenda, together with On-Trade sales
• Close cooperation with external marketing and media agencies
• Work together with the APAC regional media team to ensure HML is benefitting from the latest global and regional knowledge and developments
• Identify trends and insights, and optimize spend and performance based on the insights
• Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate
• In charge of the social listening, the online ‘pulse’
• Responsible for a part of the Marketing Capabilities Development Agenda: Media, Creativity and the Responsible Marketing Code

Marketing Competencies and Responsibilities

Portfolio Management (Level 1 – Self)

• Show an understanding of Portfolio performance tracking and evaluation
• Show an understanding of key drivers of the Category and Segment performance, profitability and growth
• Show understanding of Portfolio strategy and its implications
• Show understanding of the implications of individual Brand Roles within the Portfolio on Brand Strategy and budget allocation

Category Strategy (Level 2 - Team)

• Effectively contribute to the creation of the category vision
• Ensure that digital Brand and Portfolio Strategies profit from category opportunities and respond to threats
• Take the customer’s category vision into account in order to design a powerful and appealing key account content in collaboration with Trade Marketing and Key Customer Managers

3.Brand & Business Profitability (Level 2 - Team)

• Consistently track and optimise traditional and digital investments
• Manage digital investments towards optimal profitability
• Allocate resources to create a clear balance between short term profit and long-term growth objectives

Consumer at the Centre (Level 2 – Team)

• Use research and other sources of information to regularly monitor consumer behaviour at all relevant consumer touch points and ensure strong & clear consumer rationale on projects/initiatives
• Generate strong digital Consumer Insights through analytics that fuel innovation in digital communication
• Coach the team to identify and effectively employ digital Consumer Insights that drive category and Brand growth
• Challenge marketing initiatives on level of online employability and potential for behavioural change impact
• Ensure all marketing colleagues are well informed about online trends and insights and incorporate them into their strategies and plans

Digital & Brand Strategy (Level 1 – Self)

• Demonstrate an understanding of all elements of Digital Strategy, how they interrelate and how they contribute to reaching strategic objectives
• Understand how Digital Strategy affects the Marketing Mix strategy
• Reflect Brand Strategy in all delivered content
• Contribute to the development of the Brand Strategy
• Set up and run effective online communication monitoring and evaluation systems

Digital Planning and Activation (Level 1 – Self)

• Demonstrate an understanding of formal and structured digital planning process
• Demonstrate an understanding of the role of different marketing activities in affecting consumer and shopper behaviour
• Support the development of the Brand Plan
• Is aware of internal and external factors likely to influence execution

Route To Market and Channel Understanding (Level 1 – Self)

• Recognise the strengths and restrictions of different Route to Market options in reaching consumers
• Demonstrate an understanding of channel segmentation and the role of different channels in Digital & Brand Strategy and activation
• Demonstrate an understanding of shopper and on-trade consumer drivers
• Demonstrate an understanding of the value chain

Storytelling – content (Level 1 – Self)

• Is familiar with and understands the concepts of Brand Essence, Brand Idea, and Communication Objectives
• Write inspiring and effective Storytelling Briefs integrating audience understanding
• Work with agencies effectively– even if not fully independently –enabling them to work on defined projects on time and within budget
• Involve Brand Manager at the earliest stage of content development
• Evaluate creative work and recognises strong communication and brand building ideas/content that travels
• Is familiar with the different steps of content production

Storytelling – media (Level 1 – Self)

• Write effective media briefs fully reflecting a good understanding of the consumer’s media consumption and touchpoint exposure
• Manage the digital budget and informs manager of deviations
• Consider effectiveness and ROI of communication and media activities
• Monitor consumer’s reaction to activity and reacts promptly