포지션 상세
Marketing Manager will deliver integrated marketing campaigns that strengthen brand equity, grow market share, and drive volume, while closely collaborating with cross-functional teams (Finance, Trade Marketing, Sales, and Supply Chain, etc.) and regional/global stakeholders. The role will also oversee the tracking and reporting of brand performance, translating data into actionable insights that inform decisions and drive results. Success in this position requires strong leadership through radical collaboration—breaking silos, building bridges, and inspiring teams to deliver world-class brand strategies. A solid foundation in brand building and appreciation of understanding consumer insight is highly desirable.
• Own the Heineken brand strategy in Korea, balancing global frameworks with local consumer and market insights by leading Annual Brand Plan cycle.
• Build and execute long-term/ short-term brand and commercial strategies that reinforce Heineken’s positioning as the leading premium beer.
• Develop and maintain a clear view of brand performance through KPIs (equity, volume, market share, pricing index).
Integrated Marketing & Campaign Execution
• Lead the development and execution of integrated marketing campaigns (digital, PR, sponsorships, event, KOL/new media/influencer management) that build salience, differentiation, and meaning.
• Ensure brand campaigns remain consistent with global Heineken codes while resonating with Korean culture and consumer trends.
• Partner with creative, media, PR, and digital agencies to deliver breakthrough work.
Cross-Functional & Global Collaboration
• Collaborate closely with local teams (Revenue Management, Sales, Trade Marketing, Supply Chain, Finance, Legal, etc) to ensure end-to-end excellence.
• Act as the key point of contact with APAC and Global Heineken stakeholders to align on brand priorities, campaign toolkits, and funding.
• Represent Korea’s consumer and market reality in regional/global forums, influencing strategic decisions.
Commercial & Market Impact
• Drive premium distribution, visibility, and activation across all channels (On-Trade, Off-Trade, CVS, Ecommerce).
• Partner with Trade Marketing & Sales to ensure Heineken has a winning presence in key touchpoints, including digital commerce.
• Monitor and respond to competitive dynamics with agile brand interventions.
Performance Tracking & Insights
• Track and report brand health metrics and market performance.
• Generate actionable insights through consumer research, data analysis, and competitor tracking to inform future brand actions.
Budget Management
• Own the brand marketing budget with full accountability for ROI and cost efficiency.
• Prioritize resource allocation across campaigns, activations, and innovation launches to maximize brand and commercial impact.
• Track, report, and optimize spend in alignment with global guidelines and local financial planning cycles.
Innovation & New Product Launch
• Lead new product development (NPD) and launches under the Heineken brand, from consumer insight generation to execution in market.
• Partner with global and regional teams to localize toolkits and ensure successful launch of new line extensions (e.g, limited editions, new Packtypes, etc).
• Build launch strategies that combine brand equity building with trade and consumer conversion to achieve volume and distribution targets
• 10+ years’ experience in marketing experience – Execution/strategy planning of IMC including PR, KOL management, promotion, media buying, digital communication planning/execution, offline event activation, consumer research, and new product/innovation launch.
• People management experience managing direct reports
• Fluent in verbal and written English (almost all work within Marketing team will be in English)
• Advanced skills in Microsoft (Excel, PowerPoint, Word)
주요업무
Brand Strategy Planning & Equity• Own the Heineken brand strategy in Korea, balancing global frameworks with local consumer and market insights by leading Annual Brand Plan cycle.
• Build and execute long-term/ short-term brand and commercial strategies that reinforce Heineken’s positioning as the leading premium beer.
• Develop and maintain a clear view of brand performance through KPIs (equity, volume, market share, pricing index).
Integrated Marketing & Campaign Execution
• Lead the development and execution of integrated marketing campaigns (digital, PR, sponsorships, event, KOL/new media/influencer management) that build salience, differentiation, and meaning.
• Ensure brand campaigns remain consistent with global Heineken codes while resonating with Korean culture and consumer trends.
• Partner with creative, media, PR, and digital agencies to deliver breakthrough work.
Cross-Functional & Global Collaboration
• Collaborate closely with local teams (Revenue Management, Sales, Trade Marketing, Supply Chain, Finance, Legal, etc) to ensure end-to-end excellence.
• Act as the key point of contact with APAC and Global Heineken stakeholders to align on brand priorities, campaign toolkits, and funding.
• Represent Korea’s consumer and market reality in regional/global forums, influencing strategic decisions.
Commercial & Market Impact
• Drive premium distribution, visibility, and activation across all channels (On-Trade, Off-Trade, CVS, Ecommerce).
• Partner with Trade Marketing & Sales to ensure Heineken has a winning presence in key touchpoints, including digital commerce.
• Monitor and respond to competitive dynamics with agile brand interventions.
Performance Tracking & Insights
• Track and report brand health metrics and market performance.
• Generate actionable insights through consumer research, data analysis, and competitor tracking to inform future brand actions.
Budget Management
• Own the brand marketing budget with full accountability for ROI and cost efficiency.
• Prioritize resource allocation across campaigns, activations, and innovation launches to maximize brand and commercial impact.
• Track, report, and optimize spend in alignment with global guidelines and local financial planning cycles.
Innovation & New Product Launch
• Lead new product development (NPD) and launches under the Heineken brand, from consumer insight generation to execution in market.
• Partner with global and regional teams to localize toolkits and ensure successful launch of new line extensions (e.g, limited editions, new Packtypes, etc).
• Build launch strategies that combine brand equity building with trade and consumer conversion to achieve volume and distribution targets
자격요건
• Bachelor’s Degree (4yrs University Graduate)• 10+ years’ experience in marketing experience – Execution/strategy planning of IMC including PR, KOL management, promotion, media buying, digital communication planning/execution, offline event activation, consumer research, and new product/innovation launch.
• People management experience managing direct reports
• Fluent in verbal and written English (almost all work within Marketing team will be in English)
• Advanced skills in Microsoft (Excel, PowerPoint, Word)
