Regional Innovation Marketing Manager

The HEINEKEN Company; Singapore; On-site; SGD 100,000 - 150,000; Full time

Job summary

A global FMCG leader in Singapore seeks an experienced innovation leader to drive front-end innovation for specified platforms. This role requires a deep understanding of consumer insights and luxury product directions while fostering collaboration among teams. Candidates should have over 10 years of experience in brand management and a knack for ideation facilitation, with strong commercial acumen and the ability to articulate concepts effectively. Fluent English is required, and APAC language skills are advantageous.

Qualifications

• 10–15 years in innovation or brand management in FMCG/CPG.
• Strong skills in market analysis and insights-led strategy.
• Fluent in English; APAC languages are a plus.

Responsibilities

• Lead the innovation agenda for designated platforms.
• Identify consumer needs and develop insights.
• Design ideation sprints and lead cross-functional teams.
• Create compelling concepts based on consumer feedback.
• Validate concepts through agile methods.

Skills

Consumer-first approach

Strategic innovation frameworks

Insight gathering

Creative ideation facilitation

Commercial awareness

Job description

Leads front-end innovation for designated platforms within the Global Innovation Hub in Singapore. Applies strategic insight, creative thinking, and strong internal/external partnerships to generate consumer-relevant concepts. Supports the Hub’s mandate to build a high-quality innovation pipeline in close collaboration with global, regional, and local stakeholders. The role operates with global reach, grounded in APAC consumer and category realities.

KEY RESPONSIBILITIES

Insight Development & Problem Framing

• Identify emerging consumer tensions, cultural shifts, rituals, and unmet needs across APAC. Use insight mining, foresight tools, and market analysis to define clear, opportunity-led problem statements that anchor the front-end innovation agenda.

Ideation Leadership

• Design and lead structured ideation sprints using design thinking and creative workshop methodologies. Partner with agencies and cross-functional teams to develop strong innovation territories and breakthrough ideas.

Concept Creation & Refinement

• Convert promising ideas into sharp, compelling concepts backed by clear insights, distinct benefits, and early visual/product direction. Iterate quickly through consumer feedback and lightweight testing to strengthen concept quality.

Product Direction & Concept Validation

• Work with Insights, R&D, and Design to define initial liquid, sensory, ritual, and pack direction. Validate concepts through agile test-and-learn methods to ensure consumer relevance, brand stretch, and incremental potential.

Gate Preparation & Market Coordination

• Prepare concise, insight-backed documentation for Gate discussions. Align early with OPCOs to ensure clarity of the consumer problem, opportunity fit, and market relevance before handover to downstream development teams.

Cross-Functional Leadership & Creative Inspiration

• Foster strong collaboration with Insights, R&D, Design, and Global Brand Teams. Inspire teams with cultural curiosity, strategic clarity, and consumer empathy. Bring creative provocation and forward-thinking energy to elevate the quality of front-end innovation.

QUALIFICATIONS & PROFILE

Experience

• At least 10–15 years in innovation, insights-led strategy, or brand management in FMCG/CPG gained from regional and/or global experience, ideally across APAC;
• Proven front-end innovation expertise.
• Has strong commercial acumen in understanding market P&Ls, competition and market trends

Other Requirements

• Fluent English; APAC languages a plus.
• Willingness to travel up to 30% across APAC for immersions and ideation.

Capabilities

• Leads with consumer first approach: Deeply curious about consumers; passionate about “digging deeper”
• Demonstrated ability to develop strategic innovation platforms/frameworks; demonstrated ability to write and bring to life concepts;
• Strong insight craft and ability to define sharp opportunity spaces.
• Skilled ideation facilitator with strong creative and strategic judgment.
• Good concept writing with early product/pack direction capability.
• Analytical, structured thinker with solid commercial awareness.
• Effective influencer in complex, matrix