Beyond Beer Growth Manager

Join HEINEKEN as a Beyond Beer Growth Manager

Company: HEINEKEN

Job purpose: To shape, develop and evolve the segment strategy, in line with consumer and market trends and HEINEKEN and competitive performance. Identify required repeatable solutions and build 'platform' repeatable solutions which deliver growth across markets.

Reports to: Category / Segment Growth Director

Roles & Responsibilities

1. Strategic Direction & Planning: Own and evolve the segment x archetype priorities and targets, setting direction and strategy for segment growth and translating those strategic ambitions (i.e. Evergreen 2030) into operational plans. Maximise and synergise the role of Global Brands and other brand assets across the network into strategy & plans.
2. Segment Expertise & Leadership: Act as the segment expert and strategic lead, continually and dynamically responding to consumer, market and competitive developments, and providing guidance across Global Commerce & OpCo teams.
3. Repeatable Solution Identification & Development: Identify future repeatable solutions required to win in the segment using both top-down (consumer trends, EverGreen 2030, etc.) and bottom-up (Regional / OpCo led requirements) approaches. Develop 'platform led' solutions (e.g., “Affordable Premium,” by archetype), and flexibly deliver Innovation or Brand solutions within or across teams as required.
4. Performance Management: Own segment performance including monitoring segment KPIs, analysing performance trends (internally and externally), and dynamically initiate corrective actions and drive across business to ensure growth targets are met.
5. Flexible Cross-Team Working: Work as required across different segments, brands and regions outside allocated team, in line with business needs, and demonstrate flexibility to support evolving business priorities.
6. Budget Accountability: Indirectly responsible for segment growth targets and associated commercial investments across markets.
7. Cross-Functional Collaboration: Collaborate across segment, brand and regional teams to ensure segment x archetype priorities are aligned and implemented, and repeatable solutions are synergistic, fit for purpose, and deployed.

Focus for this role

This role requires strong commercial acumen with proven experience in building robust back-end business cases, value chain design, and profitability logic for new and emerging categories. The successful candidate will have demonstrated capability in strategically shaping and scaling new categories, including hands-on experience in innovation incubation, piloting, and learning-led deployment of solutions. Exposure to developed markets (particularly Europe and the Americas) is highly valued, with the ability to translate insights from mature, competitive environments into scalable growth platforms for the wider HEINEKEN network.

Experience & Profile

• Education: University level, ideally in Business, Marketing, or related field
• Work experience: More than 12 years in commercial strategy, brand management, or segment development within FMCG or consultancy, with a proven ability to turn consumer & market insight into concrete action
• Other fields of expertise: Experience in innovation and portfolio development
• Functional skills: Strong analytical capabilities, strategic planning, stakeholder management, and familiarity with commercial performance tools
• Languages: Fluent in English; additional languages are a plus

How:

• Key Leadership Expectations: Shape, Connect, Deliver – role model HEINEKEN behaviours by driving strategic clarity, fostering collaboration, and delivering results
• Communication Skills: Manage relationships with diverse stakeholders across functions, regions, and cultures; communicate with influence and clarity to align teams and drive action
• Other Skills: Strategic project management, cross-functional leadership, change management, influencing without authority, and building collaborative relationships

Note: This is a local position with a Dutch employment contract based in Amsterdam.