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Brand Manager

HEINEKEN Myanmar Limited
Recruiter active 3 days ago The recruiter at this company was last active reviewing applications.
Myanmar - Yangon
Full Time
Verified This job has been verified by the company as a real job vacancy.
24 Sep 2020

Experience level


Job Function

Marketing, Media, Creative

Min Education Level

Master Degree

Job Description

1. Portfolio Management (Level 1 – Self)

  • Shows an understanding of Portfolio performance tracking and evaluation
  • Shows an understanding of key drivers of the Category and Segment performance, profitability and growth
  • Shows understanding of Portfolio strategy and its implications
  • Shows understanding of the implications of individual Brand Roles within the Portfolio on Brand Strategy, budget allocation, Brand Strategy (How to Win), and Brand Execution (What to Do)
  • Shows ability to apply BWP! Tools and processes

2.Category Strategy (Level 1 – Self)

  • Demonstrates awareness of the beer, alcohol and beverage category context and the implications for Portfolio/ Brand Strategy and growth
  • Actively monitors key category dynamics
  • Identifies category opportunities, threats and developments
  • Actively monitors competitive strategies
  • Links Brand initiatives to the category’s agenda

3.Brand Profitability (Level 1 – Self)

  • Measures and evaluates the effect of specific activities in the top-line
  • Flawlessly manages the budget of expenses
  • Demonstrates understanding of the drivers of Portfolio or Brand profitability
  • Analyses the profitability of each SKU by channel and makes profit enhancing proposals/decisions
  • Tracks the Brand’s financials and informs/acts when necessary to adjust
  • Tracks the consumer’s value perception of the Brand

4.Consumer at the Centre (Level 2 – Team)

  • Uses research and other sources of information to regularly monitor consumer behaviour at all relevant consumer touch points and ensures strong & clear consumer rationale on projects/initiatives
  • Generates strong Consumer Insights that fuel the development of effective Brand building initiatives
  • Coaches the team to identify and effectively employ Consumer Insights that drive category and Brand growth
  • Challenges marketing initiatives on level of consumer-centricity and potential for behavioural change impact
  • Ensures all those working with the Brand are well informed about consumer trends, need states and insights and incorporate them into their strategies and plans

5. Brand Strategy (Level 2 – Team)

  • Leads the development of the Brand Strategy
  • Ensures consistency between the Brand architecture and all ongoing Brand activation
  • Meets short-term targets while maintaining long-term Brand positioning and value
  • Consistently tracks Brand performance, proposing improvements to cross functional strategies and plans

6. Brand Planning and Activation (Level 2 - Team)

  • Leads the Brand’s planning process successfully throughout the organisation
  • Ensures Brand activities effectively address consumer, shopper/on-trade consumer and customer purchase drivers
  • Consistently uses the most efficient mix of through-the-line marketing activities, taking into consideration their costs and benefits
  • Ensures all Brand activities work together to deliver the Brand objectives as outlined in the Brand Strategy
  • Efficiently allocates budgets
  • Takes internal and external factors likely to influence execution into consideration

7. Route To Market and Channel Understanding (Level 1 – Self)

  • Recognises the strengths and restrictions of different Route to Market options in reaching consumers
  • Demonstrates an understanding of channel segmentation and the role of different channels in Brand Strategy and activation
  • Demonstrates an understanding of shopper and on-trade consumer drivers
  • Demonstrates an understanding of the value chain

8. Storytelling – content (Level 1 – Self)

  • Is familiar with and understands the concepts of Brand Essence, Brand Idea, and Communication Objectives
  • Writes inspiring and effective Storytelling Briefs integrating audience understanding
  • Works with agencies effectively– even if not fully independently –enabling them to work on defined projects on time and within budget
  • Involves Media Manager at the earliest stage of content development
  • Evaluates creative work and recognises strong Brand building ideas/content that travels
  • Is familiar with the different steps of content production

9. Storytelling – media (Level 2 - Team)

  • Develops inspiring Storytelling plans, together with Media Manager, which engage the consumer across all consumer touchpoints
  • Evaluates different consumer touchpoints and prioritises according to their effectiveness.
  • Measures effectiveness and ROI of communication
  • Proactively adjusts plans in the light of consumer response

10. Innovation (Level 1 – Self)

  • Demonstrates awareness of the beer, alcohol and beverage category context and the implications for innovation
  • Differentiates between creative ideas and ideas that can improve business results
  • Contributes to Brand portfolio strategy and individual Brand’s positioning
  • Is familiar with the different steps in the Innovation Process and with deliverables per function

Open To


Job Requirements

Knowledge Skills & Experience

Graduate in Marketing and min 5 years’ relevant experience in Marketing (preferably FMCGs), with last role on Brand Management level

  • Knowledge and skills in Brand Management
  • Skills in brand  positioning and consumer segmentation
  • Product / sku launch experience
  • Ability to analyse and apply market research results into brand strategy and plans
  • Negotiation skills and experience in managing Marketing budgets
  • People management experience

Managerial Competencies

  • Problem analysis
  • Creativity   
  • Interdependence
  • Organisational sensitivity
  • Result oriented
  • Quality driven
  • Planning and organizing
  • Teamwork

Marketing Competencies

  • Portfolio Management
  • Category Strategy
  • Brand Profitability
  • Consumer at the centre
  • Brand Strategy
  • Brand Planning and Activation
  • Route to market & Channel understanding
  • Storytelling - Content
  • Storytelling - Media
  • Innovation


What We Can Offer


* Provide Ferry
* Flexible working hours
* Health Insurance
* Group Life Insurance
* Mobile Allowance


* International Standard Working Environment
* Sat/Sun Off
* Brew a Better World with us
* Safe and Comfortable workplace

Career Opportunities

* Personal Development Plan
* Develop Leadership Skills with high professional mentors, managers, and coaches
* Ongoing Training & Development Plan

About Our Company

HEINEKEN Myanmar Limited (formerly known as APB Alliance Brewery Company Limited) is owned by HEINEKEN (57%) and Alliance Brewery Company (43%). It operates one brewery in Hmawbi. Besides its international flagship Heineken® brand, HEINEKEN Myanmar also brews Tiger, ABC Extra Stout, and Regal Seven. Its mission is to Brew a Better World and be a partner for growth in Myanmar, through a wide range of projects aimed at job creation, road safety, and advocating responsible consumption. The company currently employs more than 280 people.

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Experience level


Job Function

Marketing, Media, Creative

Min Education Level

Master Degree

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