BTL & Sponsorship Manager

The Heineken BTL & Sponsorship Manager is responsible for bringing the Heineken brand strategy to life in the real world through best-in-class BTL, experiential, event and sponsorship activation across priority consumer touchpoints and trade channels.

The role owns the end-to-end activation journey, from translating brand strategy into activation plans and briefing agencies to production, partner management, in-market execution and evaluation. It is accountable for ensuring Heineken shows up distinctively, consistently and brilliantly to drive brand power, recruitment, trial, engagement, conversion and premiumisation.

Key responsibilities

• BTL Strategy & Activation Leadership: Lead Heineken’s annual BTL and activation agenda, translate brand strategy and campaigns into impactful activation programmes, identify opportunities across consumer touchpoints, and establish consistent activation standards and playbooks.
• Activation Delivery & Execution Excellence: Own the delivery of BTL activations, events, experiential platforms and visibility programmes from briefing through execution and evaluation. Ensure high standards for brand expression, consumer experience, production quality, timing and budget.
• Sponsorship & Event Activation: Manage Heineken’s local and global sponsorship and event portfolio, convert sponsorship rights and assets into compelling consumer experiences, and build relationships with rights holders, partners and internal stakeholders.
• Agency, Supplier & Partner Management: Lead BTL, experiential and production agencies and suppliers, provide clear briefs, and manage quality, timelines, budgets, innovation and delivery.
• Budget, Governance & Performance: Own the BTL and sponsorship budget, monitor KPIs, lead post-activation reviews, and ensure activity meets company governance, legal, procurement and responsible alcohol marketing requirements.
• Team Leadership & Capability: Lead, coach and develop the Heineken BTL & Sponsorship team, comprising two direct reports, while building a culture of ownership, accountability, pace, innovation and continuous improvement.