Trade Activation Specialist
The HEINEKEN Company, Hilton Head Island, SC, United States
Purpose of the Position
Drive BP, conversion and MS growth for HML brands and drive customer loyalty in on trade channel, by creating and executing premium, distinctive, exciting and impactful on trade activations with a cross‑functional team.
Responsibilities
On‑Trade Activation Planning & Execution
Execute on‑trade campaigns (It’s Tiger Time, HEINEKEN Afterwork) and activation calendars
Deliver seasonal activations (Thingyan, CNY, Thadingyut, Christmas, etc.)
Lead brand‑led BTL campaigns and promotions
Support outlet‑owned events with toolkits and POSM
POSM & Outlet Experience
Manage POSM creation, execution, and budget
Develop impactful POS items
Menu listings
Gamification materials
Premium merchandise
Manage the outlet experience toolkits
Draught & Loyalty Programs
Drive advocacy and sales of the draught portfolio
Strengthen loyalty programs to increase conversion
Ensure quality standards during activations
Event Execution & Brand Ambassadors
Lead development and co‑execution of on‑trade customer events
Align with Brand Managers and Sales team for Heineken Afterwork & Green Zone programs
Manage Brand Ambassadors in Tiger Streets & project zones
Cross‑Functional Collaboration
Align closely with Sales, Brand Managers, Trade Marketing, and agencies
Support channel strategy and activation calendar development
Requirements
Bachelor’s degree in business administration, Marketing, Public Relations, or any related fields
Minimum 1–3 years of relevant On‑Trade (include MONT) channel marketing, brand marketing or field sales experience
Strong project and budget management skills to drive projects and campaigns end‑to‑end
Strong knowledge of channel dynamics, trends and strategy
Self‑motivated with a winning mentality and a strong sense of ownership and responsibility
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Responsibilities
On‑Trade Activation Planning & Execution
Execute on‑trade campaigns (It’s Tiger Time, HEINEKEN Afterwork) and activation calendars
Deliver seasonal activations (Thingyan, CNY, Thadingyut, Christmas, etc.)
Lead brand‑led BTL campaigns and promotions
Support outlet‑owned events with toolkits and POSM
POSM & Outlet Experience
Manage POSM creation, execution, and budget
Develop impactful POS items
Menu listings
Gamification materials
Premium merchandise
Manage the outlet experience toolkits
Draught & Loyalty Programs
Drive advocacy and sales of the draught portfolio
Strengthen loyalty programs to increase conversion
Ensure quality standards during activations
Event Execution & Brand Ambassadors
Lead development and co‑execution of on‑trade customer events
Align with Brand Managers and Sales team for Heineken Afterwork & Green Zone programs
Manage Brand Ambassadors in Tiger Streets & project zones
Cross‑Functional Collaboration
Align closely with Sales, Brand Managers, Trade Marketing, and agencies
Support channel strategy and activation calendar development
Requirements
Bachelor’s degree in business administration, Marketing, Public Relations, or any related fields
Minimum 1–3 years of relevant On‑Trade (include MONT) channel marketing, brand marketing or field sales experience
Strong project and budget management skills to drive projects and campaigns end‑to‑end
Strong knowledge of channel dynamics, trends and strategy
Self‑motivated with a winning mentality and a strong sense of ownership and responsibility
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