The Channel Activation Manager is fully responsible for the management of execution pertaining to their relevant Channel, from promotional activities to key initiatives in line with Evergreen, AP and SP strategy and objectives. Supports in the design, analysis and identifying of their channel strategy and the subsequent achievement of volume and profit objectives.
Supports in developing and deployment of PICOS and implementing channel segmentation and prioritization. Selects key shopper drivers in priority segments, selects winning strategies and produces an action plan to realize these strategies for their channel.
Works closely with key stakeholders (i.e. brand marketing, key accounts teams, finance, supply chain, procurement, regional trade marketing, 3rd parties and field sales teams) to ensure execution excellence according to brand & channel plans developed. Support in developing Integrated Commercial Plan and Annual Plan.
KEY RESULT AREAS
Co Define and develop Channel activation strategies that drive brand visibility and consumer engagement and conversion in Modern Off Trade.
Demonstrate understanding of priority channels with the Modern Off Trade.
Continuously evolve to market dynamics and co-develop tactical plans to defend and win volume to achieve company targets.
Conduct Market Research to identify trends, opportunities and competitive landscape.
Efficiently manage and execute activities and initiatives in line with achieving company's commercial targets.
Work with Sales teams to deliver PICOS execution in market aligned to channel strategy and KPI's.
Co-planning for promotions & trade plans in Modern Off Trade as per annual calendar to achieve effective and efficient selling in/out and in-store merchandising.
Direct engagement with Key Account team as well as Key Accounts customers and their respective marketing teams to ensure significant impact and visibility of priority brands, executed through the activity calendar.
Alignment with Regional Trade Marketing teams on Channel specific activities in all planning, execution and evaluation stages.
Valuable time spent in trade to understand channel dynamics, shopper behaviour, activity execution barriers and opportunities.
Ensure cost efficiency and effective premium/POSM management to eliminate excessive waste.
Set Excellent Outlet Execution guidelines according to PICOS consumer drivers (availability, affordability and visibility) for Modern Off Trade, with support and alignment from brand teams on annual basis and occasionally based on consumer & market needs/dynamics.
Create premium disruptive POSM material for Modern Off Trade in conjunction with Brand teams and key stakeholders.
Track and analyze the effectiveness of activation initiatives providing reports and recommendations for future activity programs. Full measurement and evaluation of activity ROI.
Evaluate and re-apply learnings post campaign to drive execution efficiency and ROI improvement.
Manage budgets for activation programs, ensuring cost-effective execution while maximizing impact.
Follow Heineken Beverages policies and procedures and identify opportunities for continuous improvement.
EDUCATIONAL QUALIFCATIONS
A degree/diploma in Marketing, Economics, Business or equivalent.
PROFESSIONAL EXPERIENCE AND PERSONAL ATTRIBUTES
Minimum 6+ years of channel marketing/brand management/sales operations working experience.
Minimum of 3 years managerial experience.
Knowledge of trade terms within an FMCG environment will be advantageous.
Strong analytical and numerical skills.
The ability to build relationships with a variety of business stakeholders to effectively manage work output required.
Excellent business presentation skills, close attention to detail and enjoy working as part of a team.
Advanced Microsoft Office skills, including Excel.
High level of communication skills, both verbal and written.
Excellent time management skills and ability to multitask and prioritise work.
Closing Date: 22 May 2026