Roles & responsibilities

The purpose of this position is to drive Growth through building Legendary brands. The Marketing Capability Manager APAC will grow Brand Power, Market Share and GP Margin across brands through embedding & strengthening Marketing Capabilities to improve the quality of Brand Building Strategies & Execution (How To Win; MWB 1-9) across APAC markets, while ensuring ABTL effectiveness. The role has a specific focus to support on delivery of Mainstream & Local brands growth in the regional portfolio.

 

Furthermore, the role will drive transformation to a learning organisation in which Managers build their teams’ marketing capabilities. Create easy access to shared information, facilitate ‘radical collaboration’ and drive reapplication of known successful cases and methodologies. Enable learn, share and re-apply across marketers in the organisation. You drive this through Heineken´s own tools and frameworks (HEINEKEN Way of Brand Building).

 

The job holder will work with specialists/subject matter experts in Global Commerce and Marketing Directors to:

Embed capabilities at Opco level with marketing and trade marketing teams & external agency partners to ensure brilliant Brand building strategy & execution via our suite of HEINEKEN tools and frameworks. Unlock growth by challenging the status quo on ‘one size fits all’ execution approach, deepen knowledge on which key levers of Brand Power to deliver growth depending on Brand stage, and develop and apply suitable repeatable models.

 

Deliverables:

Build and deliver the regional Marketing Capability Roadmap and support delivery of Capability Roadmaps across OpCos. Build a strong and sustainable talent pipeline in Marketing for the APAC region, raising the bar in capability and performance. Drive capabilities of the Marketing function across OpCo’s, raising both the floor and the ceiling. Ensure full implementation of FORCE in region/OpCos whilst delivering supplementary programmes/support required at regional and OpCo level. Raise the bar on Mainstream and Local brands: Sharpen JBTD & MWB prioritization, lead Brand Power Acceleration programs, facilitate brand positioning workshops and creative execution on focus brands in key markets where needed. Active management of Learn, Share and Re-apply communities in APAC.