As Brand Manager Beyond Beer BNL, you help shape the future of one of the fastest-growing and most exciting categories within FMCG in Belgium and the Netherlands. Generation Z (18+) is making different choices: living more consciously, experimenting with flavours, and redefining when, where and how they drink. The Beyond Beer category is booming and HEINEKEN is leading the way with brands like Desperados and Stëlz.
In this role, you are at the forefront of how these brands evolve, grow and stay culturally relevant. You operate at the intersection of strategy, creativity and execution, with a deep understanding of end-to-end marketing in a complex, fast-moving environment. From category vision and brand positioning to integrated campaigns and commercial activation, you translate consumer insights into measurable growth.
You balance local market needs in Belgium and the Netherlands with international brand strategy, ensuring strong brand building, cross-channel execution and real business impact. You also connect sales, trade marketing, data and global brand teams to deliver shared commercial objectives and accelerate growth of the Beyond Beer portfolio.
Your responsibilities
Brand building – bold, unconventional and culture-first
You believe brands grow through creativity, speed, cultural relevance and community connection. You challenge conventions, surprise consumers and stay ahead of the curve, bringing the right balance of Art, Science & Courage to everything you do.
Portfolio
Together with the Senior Brand Manager Beyond Beer BNL, you define how the brands complement each other and win across:
- Retail
- Out-of-Home and horeca
- E-commerce
- Festivals
- The minds of consumers
You shape which products best support the category ambition and how they show up across touchpoints.
Innovation
Consumers are actively seeking new flavours, lighter alternatives and exciting experiences. Beyond Beer includes beverages outside traditional beer, such as:
- Hard seltzers
- Flavoured alcoholic beverages
- Ready-to-drink formats, both alcoholic and non-alcoholic
You continuously adapt the portfolio to evolving consumer needs, from product pilots and market launches to testing future-winning recipes across Belgium and the Netherlands.
Your profile
Experience and education
- Master’s degree in Marketing, Business, Economics or a related field
- Around 8 years of commercial or marketing experience
- Experience in FMCG and/or the beer or craft category is a strong plus
Functional skills
- Strong capabilities in brand strategy, portfolio management and innovation
- Solid understanding of category strategy and route-to-market dynamics
- Experience with ATL and BTL campaign development and execution
- Strong analytical mindset, with the ability to translate data into actionable insights
- Experience managing budgets and ensuring effective allocation of resources
- Skilled in project management and cross-functional collaboration
Behavioral competencies
- Strong stakeholder management and influencing skills
- Proactive, hands-on and result-oriented mindset
- Ability to balance strategic thinking with operational execution
- Collaborative team player with strong organizational skills
What’s in it for you?
- Trust, challenge and support from experienced managers and professionals
- A dynamic local organization with the benefits of belonging to the international HEINEKEN family
- The opportunity to make your mark and take the initiative
- A coaching environment and extraordinary learning opportunities
- A competitive package and other conditions
- Meal vouchers
- Hospitalisation plan
- Group insurance
- 33 leave days
- Mobility options
- Bonus