Brand Manager Beyond Beer BNL

HEINEKEN; Amsterdam; On-site; EUR 85,000 - 125,000; Full time

Benefits offered by this job

Meal vouchers

Hospitalisation plan

Group insurance

33 leave days

Mobility options

Bonus

Job summary

HEINEKEN Amsterdam is seeking a Brand Manager Beyond Beer BNL to drive growth for the Beyond Beer portfolio in Belgium and the Netherlands. You will balance local market needs with global strategy, leading strategic brand work, campaigns and product initiatives that resonate with Gen Z and consumers seeking new flavours.

You will collaborate with sales, trade marketing and data teams to ensure cohesive activation across touchpoints and markets, while managing budgets and delivering measurable

Qualifications

• Master’s degree in Marketing, Business, Economics, or related field.
• Around 8 years of commercial/marketing experience in FMCG or beer/craft is preferred.
• Experience with brand strategy, portfolio management and innovation is required.

Responsibilities

• Lead brand building for Beyond Beer, aligning local Belgium/Netherlands needs with international strategy.
• Shape portfolio activation across Retail, OOH, e-commerce and events to drive growth.
• Develop and execute ATL/BTL campaigns and manage budgets and resources.
• Collaborate cross-functionally with sales, trade marketing, data and global brand teams.

Skills

Brand strategy

Portfolio management

Innovation

Analytical mindset

Budget management

Cross-functional collaboration

Stakeholder management

Education

Master’s degree in Marketing or related field

Tools

Marketing analytics tools

Job description

As Brand Manager Beyond Beer BNL, you help shape the future of one of the fastest-growing and most exciting categories within FMCG in Belgium and the Netherlands.

Generation Z (18+) is making different choices: living more consciously, experimenting with flavours, and redefining when, where and how they drink. The Beyond Beer category is booming and HEINEKEN is leading the way with brands like Desperados and Stëlz. In this role, you are at the forefront of how these brands evolve, grow and stay culturally relevant.

You operate at the intersection of strategy, creativity, and execution, with a deep understanding of end-to‑end marketing in a complex, fast-moving environment. From category vision and brand positioning to integrated campaigns and commercial activation, you translate consumer insights into measurable growth.

You seamlessly balance local market needs in Belgium and the Netherlands with international brand strategy, ensuring strong brand building, cross-channel execution, and real business impact.

Beyond brand leadership, you play a key connecting role across the organization, bringing together sales, trade marketing, data and global brand teams to deliver shared commercial objectives and accelerate growth of the Beyond Beer portfolio.

YOUR RESPONSIBILITIES

Brand building – bold, unconventional and culture-first

• You believe that brands today grow through creativity, speed, cultural relevance and community connection. You are not afraid to challenge conventions, surprise consumers, and stay ahead of the curve. You bring the right balance of Art, Science & Courage to everything you do.

Portfolio

• Beyond Beer is young, fast, creative and constantly evolving and so are you. Together with the Senior Brand Manager Beyond Beer BNL, you define how the brands complement each other and win across:

• Retail
• Out-of-Home & horeca
• E-commerce
• Festivals
• And, most importantly, in the minds of consumers

• You shape which products best support the category ambition and how they show up across touchpoints.

Innovation

• Consumers are actively seeking new flavours, lighter alternatives and exciting experiences. Beyond Beer includes all beverages outside traditional beer, such as:

• Hard Seltzers
• Flavoured Alcoholic Beverages
• Ready-to-Drink (RTD) formats (alcoholic & non-alcoholic)

• You continuously adapt the portfolio to evolving consumer needs, from product pilots and market launches to testing future-winning recipes across Belgium and the Netherlands.

YOUR PROFILE

Experience & education

• Master’s degree (Marketing, Business, Economics, or related field)
• Around 8 years of commercial/marketing experience
• Experience in FMCG and/or beer/craft category is a strong plus

Functional skills

• Strong capabilities in brand strategy, portfolio management, and innovation
• Solid understanding of category strategy and route-to-market dynamics
• Experience with ATL & BTL campaign development and execution
• Strong analytical mindset with the ability to translate data into actionable insights
• Experience managing budgets and ensuring effective allocation of resources
• Skilled in project management and cross-functional collaboration

Behavioral competencies

• Strong stakeholder management and influencing skills
• Proactive, hands‑on, and result-oriented mindset
• Ability to balance strategic thinking with operational execution
• Collaborative team player with strong organizational skills

What's in it for you?

• Trust, challenge and support from experienced managers and professionals who know how to develop people, teams and take organisations to the next level.
• We are the market challenger. This means we are a dynamic, local organization; with the benefits of belonging to the larger, international HEINEKEN family.
• Awesome colleagues who enjoy a refreshing Cristal or Desperados 0% after work.
• The opportunity to make your mark and take the initiative.
• A coaching environment, giving you an extraordinary learning opportunity.
• And of course, a competitive package and other nice conditions.
• Meal vouchers
• Hospitalisation plan
• Group insurance
• 33 leave days
• Mobility options
• Bonus