Marketing Manager Tiger – Trade Marketing & Commercialization

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

Job description

Develop and drive key insights on commercial performance and recommended actions for growth

• Day-to-day commercial interaction with markets (current & new), understanding issues and opps (inc, lead on SP & AP)
• Develop and populate performance trackers. Ensure clear insights/recommendations for opportunities / actions for growth (e.g., distribution, price, promo, BTL support etc.)

Drive World Acclaimed TTL brand building, defining and delivering Tiger Way of Trade Marketing (across channels)

• Responsible for the creation and delivery of the annual brand activation plan, across markets, channels, and customers (critical are Lunar New Year and football). Develop all BTL assets and playbook guidance, using PACE framework to approve local initiatives
• Design lead for the brand, liaising with innovation & communications lead to deliver a consistent visual identity, and ensuring design principles translate to world-class execution at the moment of truth
• Owner of global merchandise catalogue. Improve quality and cost, and drive adoption through AP commitment rounds
• Establish and refresh the 3-yr APP strategy for Tiger, driving growth by winning in key repertoires and pricing corridors

Lead footprint expansion strategy (aligned SP) and playbooking repeatable Tiger solutions for market archetypes

Markets connection / Tiger Internal Community Management

• Orchestrate Global Brand Team connects with OpCos, such as Global Community Quarterly calls, ad-doc events during Global Commerce Week to drive Learn, Share, Reapply philosophy
• Own internal communications agenda to ensure Tiger has disproportionate share of voice in HNV, adding value through Learn, Share and Re-apply of best in practice examples across OpCos

Budget Responsibility:

Trade Marketing/BTL brand budget

Job Requirements:

• Bachelor'sdegreeandfluentEnglishcommunication
• 8+yearsofexperienceinMarketing,TradeMarketing,CategoryDevelopment,orCommercialroles
• Strongexpertiseinbrandbuilding,trademarketing,andcommercialperformance
• Experienceworkingwithregionalandglobalstakeholdersacrossmultiplemarkets
• Stronganalytical,problem-solving,andbusinessinsight capabilities.
• Excellentcommunicationandstakeholdermanagementskills.