Public Affairs Manager

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A. Job Purpose:
The Public Affairs Manager will partner with the business and related stakeholders to foster positive conditions for business growth and protect HEINEKEN Vietnam's license to operate. Lead all communication campaigns to support all policy advocacy campaigns according to the PA team's agenda and priorities. This role comes with a unique scope of responsibility.This includes:
Developing a strong network of media and influencer contacts, and building an engagement strategy with these stakeholders to facilitate understanding, support and advocacy for HEINEKEN Vietnam, our brands and our business
Own strategy and execution of fair competition (including unregulated beer)
In charge of licensing for Vung Tau, Hoc Mon and Tien Giang breweries
In charge of drive-up raids and enforcement in the strong-hold unregulated beer areas
In charge of compliance agenda for PA function
Lead advocacy campaigns, working with appropriate internal & external stakeholders
Lead the commercial freedom, fair competition (including grass beer) and licensing agenda, creating conditions for growth, with a focus on (future) innovations
Lead competitor intelligence & engagement to achieve HVN's strategies and goals
Upgrade stakeholder influence to central Market Surveillance authorities, 389 Committee, local law enforcement agencies (market surveillance, economic police, tax) in key provinces in Mekong Delta and the Southeast, and HEPZA, provincial/ward People's committees
Leading identifying areas for improvement in licensing regulations related to brewery operations (including environment, construction, planning, health & safety related) to feed in regulatory agenda of the Company
Overall, drive positive perception & reputation for HEINEKEN Vietnam and our brands among a range of external stakeholders, and ensure optimal business climate - advising the business on regulatory, licensing and operational impacts.
B. Accountabilities:
1. Create a long-term and one-year public affairs agenda to address key risks and market opportunities in short-term and long-term, with a focus on taxation, & commercial freedoms
Outcome: A clear, prioritized, and funded roadmap for action that is focused on key issues and opportunities.
2. Proactively implement alcohol and tax agenda striving for beer differentiation, and protection of non-alcoholic categories & innovations. Lead Commercial Freedoms & Advertising agenda.
Outcome: Favorable long-term conditions for growth with regards to taxation and commercial freedoms
3. Help secure production licenses and related permits and manage the process to ensure timely engagement with officials to retain and achieve all necessary permits for all breweries (with key responsibility for breweries in the South)
Outcome: Work with brewing staff and Legal at Southern breweries to ensure timely receipt and retention of all production licenses and related permits
4. Lead on Storytelling, Media Relations, KOL Engagement; Work as Comms business partners to Public Affairs for Policy Comms & Beer Advocacy
Outcome: Cultivate a strategic network of media and influencer contacts. Build an effective engagement strategy and plans with this network. Develop a strong relationship with this group of stakeholders
5. Proactively propose, prepare, and directly execute policy advocacy campaigns according to the annual planned agendas or on short-term business needs - and work in cross-functional teams. Be prepared to respond reactively and join the crisis team when needed.
Outcome: Favorable long-term conditions for growth
6. Develop a strong network of Government, Media and stakeholder contacts, build an effective engagement strategy and plan with these stakeholders to facilitate understanding, support and advocacy for HEINEKEN Vietnam, our business, and our brands. Extend our soft power to influence and gather intelligence
Outcome: Strong relations at the highest levels (in good times and bad times). Protection of commercial freedom and license to operate.
7. Build and maintain dialogue with public decision-makers and non-governmental organizations. Influence regulator's decision-making process.
Outcome: Protection of commercial freedom and license to operate. Appropriate and effective alcohol policy and fair treatment of beer in terms of excise.
8. Constantly finding the right Balance Between Managing Risks & Identifying Opportunities to Enable Business Growth; Identifying business barriers to remove /new incentives to reduce costs/ administrative burdens etc
Outcome: Law on e-commerce, Advertising. Examples include: Tax incentives for VT, Import tax price for apple juice
9. Together with the Head of PA build a strong team, and people and culture agenda:
a. Build a high-performing, action-biased, result-oriented, and data-driven PA team.
b. Develop a team who plays on strengths, collaborates with a "company-first" mindset, and adds value to the business
c. Manage effective performance management & career development
d. Support team to build competencies, and improve their knowledge in the political system and government relationship
Outcome: High-performing team with a strong team climate
C. Business Context:
Key contacts and contact purpose:
Internal:
Corporate Affairs Department (cross-functional)
Regional & Global CA Team
Management Team
HVN Leadership Team - key contacts across all departments, breweries, and sales.
External:
Government / Media (national and provincial level)
National Assembly members and committees
Stakeholders (e.g. IMF, World Bank, VBA, other associations and chambers of commerce)
Challenges:
Finding win-win opportunities for HVN & stakeholders
Competitor Dynamics