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Brand Manager

HEINEKEN Myanmar Limited
Recruiter active 2 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.
1 week ago

Experience level


Job Function

Marketing, Media, Creative

Min Education Level

Bachelor Degree

Job Description

As a Brand Manager you are responsible for the development, implementation and evaluation of brand and promotional plans. You also contribute heavily towards annual brand strategy by drafting plans based on proven insights. You work together closely with the Marketing Manager on a strategic level and with the Brand Executive on an operational level. You help to Brand Executive to develop into a superior performing individual, who can succeed you in due time.

Marketing Competencies and Responsibilities


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

  • Graduate in Marketing and minimum 5 years relevant experience in Marketing (preferably FMCGs), with the 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 analyze and apply market research results into brand strategy and plans
  • Negotiation skills and experience in managing marketing budgets
  • People management experience

What We Can Offer


* Health Insurance
* Group Life Insurance
* Phone Bill Allowance
* Car 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, Regal Seven and Bawdar. 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 350 people.

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Experience level


Job Function

Marketing, Media, Creative

Min Education Level

Bachelor Degree

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