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
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.
We currently have a Brand Director Heineken Equity, Hispanic Markets role
open in our Marketing department. This individual is responsible to assist the Sr.
Brand Director to develop, drive, sell-in and execute the Heineken Equity Hispanic
strategy. Research, plan and coordinate the execution of approved Hispanic
consumer brand strategies to meet agreed upon Hispanic brand goals.
In addition, incumbent will be responsible for the following:
? Manage key aspects of Hispanic brand management, seeking approval from Sr.
Brand Director, Hispanic Markets on all related activities for Heineken and Heineken
? Contribute to the development of annual operating brand plan with agencies and
internal brand teams, channels and Regional Business Units to deliver the brand
volume and EBIT goals set by Management Team. Partner with Regional Marketing
and Sr. Brand Director, Hispanic Markets to plan DMA strategies and tactics for
priority markets based on opportunity and development potential. Oversee aspects
of the budget related to assigned areas of responsibility.
? Work with Sr. Brand Director, Hispanic Markets to shape, sell-in, manage and lead
the execution of Heineken Equity strategy for the Hispanic markets.
? Execute agreed upon Hispanic brand strategies to achieve healthy and profitable
? Proactively explore, identify and bring to Sr. Brand Director, Hispanic Markets key
consumer insights, Hispanic market trends and strategic ideas to help facilitate short
and long term brand growth for the Hispanic markets.
? Collaborate with consumer insights team to gain understanding of consumer insight
and translate into actionable consumer strategies.
? Support Sr. Brand Director, Hispanic Markets in relevantly validating, adapting and
extending the GM equity communication strategy to ensure messaging is highly
salient to Hispanic consumers and aligned with overall brand efforts.
? Lead the development of radio, print, out-of-home and 360 advertising relative to
the Hispanic consumer. Seek approval from Sr. Brand Director, Hispanic Markets and
key interfaces (Legal, CA). Manage Agency relationships to shape a clear and
relevant brand consumer message through the creation of world class advertising.
? Support the Sr. Brand Director, Hispanic Markets to develop an efficient and
effective Hispanic media plan. In collaboration with the agency, recommend radio
spot, print rotation and other ATL 360 for approval from Brand Director, Hispanic
Markets. Oversee agency implementation.
? Assist Sr. Brand Director, Hispanic Markets with implementation of Hispanic media
plan for delegated local/regional markets. Collaborate with regional field marketing
teams and media agencies ensuring local plan is consistent with Hispanic strategy
and DMA brand goals and distributor considerations.
? Strongly collaborate with Channel Marketing group in the development of trade
promotional plans and with Consumer Experience Brand Manager in the alignment of
experiential strategy with ATL plan.
? Monitor and review ongoing pricing effectiveness in relation to benchmark
competitive brands and desired market price position. Contribute to pricing and
? Gain broad industry knowledge and understanding, including the competitive
landscape, 3-tier structure, legal limitations, etc. Translate and integrate into brand
? Gain strong trade insight and understanding (channel/distributor), ensuring all brand
activities achieve the define goals.
? Build healthy and productive agency and client relationships fostering an efficient
and effective process. Manage and support review process for relevant agencies.
? Share accountability with regional business units and cross-functional departments
to delivery annual Heineken Equity and Hispanic volume an EBIT goals.
? Proactively participate in the annual activity budgeting process and manage the
delegated budget on an ongoing basis to ensure budget plan is achieved.
? Conduct regular and ongoing analysis of brand performance relative to Hispanic
markets based on commercial and brand health measures ensuring effective
communication via a status report to key business stakeholders and brand
Qualified candidates must have the following:
? 7-10 years of consumer brand marketing or related marketing experience
? Experience in packaged goods strongly preferred
? Master’s Degree preferred, Bachelor’s Degree required
? Bilingual English/Spanish required
? Knowledge and understanding of the Hispanic consumer, lifestyle and values
? Finance & Business Acumen
? Brand Management
? Experience with New Package introductions / revisions
? Effective Presentation Skills
? Developing and Maintaining Relationships
? Influence, Persuasion and Collaboration
? Innovation and Creativity
? Judgment and Decision Making
? Managing Change
? Problem Analysis
? Organization and Time Management
? Motivating others
? Building and leading teams
We offer a comprehensive benefits package, competitive salary and bonus program
plus truly one of the best 401(K) plans in the industry!
If you are interested, please apply on-line.
Due to the volume of responses, only qualified applicants will be contacted.
No agencies please!