Job Purpose
About the Role: Captured through more than 60,000 outlets nationwide, the Traditional On-Trade channel serves as the primary engine for consumer trial, brand visibility, and volume growth in the beer industry.
As the Traditional On-Trade Channel Manager, you will lead the channel's end-to-end commercial strategy and execution. This role acts as the Business Unit (BU) champion-driving portfolio penetration, embedding data-driven commercial planning, and executing best-in-class activation programs to solidify HEINEKEN's market leadership
Strategic Workstream Leadership: Represent the channel as the BU champion, leading and contributing to broader strategic business unit initiatives, ensuring OTIF execution
Accountability
Key Activities
Channel Strategy & Commercial Planning
Formulate mid- and long-term channel strategies to drive growth (EVG2030 alignment).
Lead annual/quarterly planning for the BU and convert market insights into targeted growth initiatives.
Translate market insights into actionable growth initiatives.
2. Business Growth & Portfolio Expansion
Drive volume, revenue, market share and profitability growth across the Traditional On-Trade channel at BU level
Accelerate recruitment and conversion of target outlets.
Increase portfolio penetration and consumer recruitment for Innovations (if any)
Develop programs to win consumers from competitors and grow consumption occasions.
3.
Trade Marketing & Activation Excellence
Design and deploy scalable activation & AWO occasional platforms.
Lead visibility, POSM and brand execution strategies.
Ensure excellence in outlet execution and brand experience delivery.
Continuously optimize activation cost efficiency & drinker satisfaction
4. Data & Analytics Leadership
Utilize internal and external datasets to identify growth opportunities.
Develop hotspot mapping, outlet prioritization and segmentation models.
Establish KPI frameworks and measurement systems.
Drive performance management through actionable business insights
5. Stakeholder & Agency Management
Lead collaboration across Sales, Brand, Finance, Procurement, D&[protected info]
Manage agency ecosystem and external partners.
Drive capability assessment, bidder selection and execution governance.
Ensure compliance with internal policies and legal requirements
6. Team Leadership & Capability Building
Contribute to develop a high-performing channel team.
Foster a culture of ownership, innovation and collaboration.
Develop succession pipeline for future leadership roles.
Position profile
Qualifications: University degree in Business Administration, Economics, Marketing
Experience / skills required:
Knowledge of professional Trade MKT, Sales & MKT
At least 4 years of working experience in the relevant field in beverage industry or FMCG.
Decision maker
Good communication, negotiation and presentation skills
Analytical thinking, strategic thinking and problem-solving skill
Creative thinking, open-minded and enthusiasm
Strong execution foundation
Digital mindset
Language(s): Strong proficiency with spoken and written English
Functional Competencies: Proficiency at Excel or BI tools & Financial acumen
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