Brand Director

We Go Places How about you?

Location: White Plains, New York

Function: Commerce

Sub Function: Commerce - Marketing - Brand Management

Type of contract: Permanent

About the Role:

Heineken is recruiting a Brand Director of Integrated Consumer Communications to shape the next decade of Heineken in the US.

The Brand Director will lead all consumer-facing communication initiatives for the Heineken brand, shaping the way global positioning is brought to life in the American market through all ATL, BTL and Experiential. The scope entails both development of long-term communication strategies (3-year plans) and short-term calendars (annual plans).

The Brand Director will lead and influence a vast array of stakeholders - local and global – and agencies – advertising, media, public relations, experiential – to bring those plans to life. Radical collaboration, critical thinking, consumer centricity, strong leadership, ability to navigate in a VUCA (Volatility, Uncertainty, Complexity, Ambiguity) environment and project management skills will be key to implementing consistent and world-class communication plans across all touchpoints, key markets and regions.

The Brand Director will report to the Marketing VP Heineken and will be ultimately responsible for ensuring brand consistency across channels and regions. Additionally, they will be the primary point of contact with the trade marketing team and manage Heineken brand budget.

Although the primary focus of the position is to lead the communications team and the agency ecosystem, substantial CPG brand management experience will be required as this person will be part of Heineken USA succession plans. The Brand Director will be a key contributor to overall Brand Strategy, and Brand Communication must be closely linked to business objectives. As the Brand Director, with substantial responsibilities and high visibility, this role is expected to be a role model for our must have culture: Put Safety First, Own It, We before Me, Act with Urgency

Key Responsibilities:

• Design a long-term communication strategy that lands Heineken brand positioning in a meaningful way for American consumers.
• Create annual communication calendars that embody the long-term strategy making the best use of Heineken budgets and assets
• Lead and ensure seamless integration of ATL, BTL and Experiential initiatives through radical collaboration with Heineken USA and Heineken Global team members.
• Collaborate with stakeholders to ensure global campaigns are deployed in meaningful ways for American consumers.
• Lead the creation of 5 campaign-tentpoles every year, in collaboration with agencies and Heineken stakeholders.
• Guide and support internal stakeholders in bringing the brand positioning to life in their functions.
• Develop the brand's Media Strategy in collaboration with the Media team and the sponsorship and activation strategies with the Partnerships team.
• Create or modify consumer segments for targeted campaign communication in line with business objectives
• Ensure consistency with positioning and brand visual identity in all campaigns and communication channels
• Collaborate closely with the business execution team to ensure through the line activation of all initiatives.
• Develop internal communications to maximize engagement with the brand and optimize execution across the US.
• Manage the implementation, tracking and measurement of all A/BTL initiatives, in a structured manner, to drive consumer penetration throughout the US, sourcing market-level insights from the organization and supporting locally relevant business needs.
• Collaborate with peers – Sr. Brand Director of Business & Strategy Heineken and Director of Heineken 0.0 and Silver – in developing solid strategies and executing seamless plans.
• Management and develop one Brand Manager and one Content Manager, including day-to-day management and long-term coaching.

Basic Qualifications/Requirements:

• Bachelor's Degree
• 10+ years' experience in CPG marketing.
• 3+ years' experience managing integrated communication of a global CPG brand.
• Proven track record in agency management experience, including the encouragement of subordinates/agencies to develop breakthrough creatives, taking calculated risks to achieve excellence
• Proven track record in project management, including development and deployment of complex campaign ecosystems through different stakeholders and agency partners.
• Proven track record at challenging norms and mental models to drive high and measured brand impact through out of the box ideas with test-and-learn approach
• Deep understanding of penetration-based marketing and proven ability to develop initiatives that drive household penetration
• Ability to plan communications with an individual data driven marketing mindset, making use as part of the plan of advanced technologies like dynamic creative optimization through programmatic buying.
• Entrepreneurial mindset.
• Strong communication and inter-personal skills

Preferred Qualifications:

• Experience interfacing and managing a cross-cultural/functional team
• Alcohol beverage industry knowledge
• MBA

HEINEKEN Behaviors

• Connect
• Shape
• Develop
• Deliver

Heineken USA is an equal opportunity employer. We believe the diversity of our people makes us as strong and unique as our brands. We do not discriminate based on race, color, religion, are or any other basis protected by law.

This position is not available for visa sponsorship.

This position is not eligible for relocation assistance.

HEINEKEN USA Inc., the nation's leading high-end beer importer, is a subsidiary of HEINEKEN International NV, the world's most international brewer. Key beers and ciders imported into the U.S. are Heineken-- the world's most international beer brand, Heineken 0.0, Heineken Light, the Dos Equis Franchise, the Tecate Franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Red Stripe, Tiger, Carta Blanca, Bohemia, and many more. For the latest, follow us on Twitter @HeinekenUSACorp, or visit

We are a proud family with rich heritage and history. We are passionate about the beer and cider that we sell. At our core we are pioneers, mavericks, and entrepreneurs.  We connect people by creating meaningful experiences and memorable moments. Every day you have the opportunity to be extraordinary and leave your mark.

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