Global Trade Marketing & Commercialization Lead

The HEINEKEN Company; Singapore; On-site; SGD 120,000 - 180,000; Full time

Benefits offered by this job

Job summary

The HEINEKEN Company is seeking a senior Trade Marketing leader to develop and drive insights on commercial performance for growth across markets. You will lead day-to-day commercial interaction, track performance, and recommend actions on distribution, pricing, promotions, and BTL support.

You will own the annual brand activation plan for Tiger, design the brand across channels, create BTL assets, and ensure a consistent visual identity at the moment of truth.

Qualifications

• Bachelor's degree and fluent English communication.
• 8+ years of experience in Marketing, Trade Marketing, Category Development, or Commercial roles.
• Strong expertise in brand building, trade marketing, and commercial performance.
• Experience working with regional and global stakeholders across multiple markets.
• Strong analytical, problem-solving, and business insight capabilities.
• Excellent communication and stakeholder management skills.

Responsibilities

• Develop and deliver the annual brand activation plan across markets, channels, and customers.
• Create all BTL assets and playbook guidance, using PACE framework to approve local initiatives.
• Design lead for the brand, liaising with innovation & communications to ensure visual identity and execution.
• Own global merchandise catalogue; improve quality and cost, and drive adoption through AP rounds.
• Establish and refresh the 3-year APP strategy for Tiger, driving growth in key repertoires and pricing corridors.
• Lead footprint expansion strategy aligned with SP and playbooking repeatable Tiger solutions.
• Coordinate Tiger Internal Community; connect Global Brand Team with OpCos and drive Learn, Share, Reapply.

Skills

Brand building

Trade marketing

Commercial performance

Analytical skills

Communication

Stakeholder management

Problem solving

Education

Bachelor's degree

Job description

The HEINEKEN Company is seeking a senior Trade Marketing leader to develop and drive insights on commercial performance for growth across markets. You will lead day-to-day commercial interaction, track performance, and recommend actions on distribution, pricing, promotions, and BTL support.

You will own the annual brand activation plan for Tiger, design the brand across channels, create BTL assets, and ensure a consistent visual identity at the moment of truth.