Channel Activation Specialist - Traditional On Trade

About Multi Bintang Indonesia

Multi Bintang Indonesia is the pioneer of the beer industry with a proud history of more than 90 years in Indonesia. As part of The HEINEKEN Company, we brew and market some of the most iconic beer brands, including BINTANG and Heineken®.

At Multi Bintang Indonesia, we offer a dynamic environment where you can grow your career, collaborate with passionate teams, and contribute to a business that continues to shape the beverage industry.

About the Job

Multi Bintang Indonesia is hiring a Channel Activation Specialist – Traditional On Trade under the Sales function. Based in the Talavera office, this role reports directly to the Channel Development Manager and leads impactful activation, visibility, outlet branding, glassware, and consumer engagement programmes across the Traditional On Trade channel.

You will translate brand strategies and commercial priorities into relevant and effective channel execution across restaurants, bars, cafés, entertainment venues, and other HORECA outlets. The role involves frequent market visits and flexibility to support activities outside standard office hours when needed.

Job Purpose & Impact

Drive the Traditional On Trade activation agenda by translating brand strategies, outlet opportunities, consumer occasions, and commercial objectives into relevant and executable programmes. You will bridge Brand Marketing, Sales, field teams, and outlet partners while strengthening brand presence and consumer experience across priority outlets.

Main Responsibilities

• Lead Traditional On Trade activation projects from planning and outlet alignment through execution and evaluation.
• Develop and execute activation, visibility, outlet branding, glassware, events, and consumer engagement programmes.
• Translate brand strategies into relevant channel execution across HORECA outlets.
• Coordinate with Brand Marketing, Sales, field teams, outlet partners, agencies, vendors, and other stakeholders.
• Conduct regular market and outlet visits to monitor execution quality, placement, visibility, consumer experience, and compliance.
• Manage activation budgets, spending, project timelines, asset allocation, and vendor coordination.
• Ensure activation materials and programmes suit each outlet’s environment, operating conditions, and consumer profile.
• Coordinate and negotiate directly with outlet owners, managers, and other representatives.
• Manage end-to-end execution through external agencies and vendors without direct reporting authority.
• Identify execution risks and implement corrective actions.
• Ensure brand consistency, responsible marketing compliance, commercial relevance, and execution excellence.
• Maintain project trackers, budget records, asset deployment documentation, and execution evidence.
• Support activation activities outside standard office hours when required.

Candidate Criteria

• Bachelor’s degree in Marketing, Business, Management, Economics, Communication, Hospitality, or a related field.
• Minimum two years of experience in Trade Marketing, Channel Marketing, Customer Marketing, Brand Activation, Sales, Key Account, HORECA, Events, or a related commercial role.
• Experience in FMCG, beverages, hospitality, food service, HORECA, or another consumer-focused industry is preferred.
• Experience with outlet activation, visibility, outlet branding, glassware, POSM, BTL programmes, events, agencies, vendors, or production processes.
• Strong project management, stakeholder management, negotiation, communication, and problem-solving skills.
• Good commercial understanding, consumer and outlet orientation, and attention to detail.
• Ability to work independently, manage ambiguity, and make timely decisions.
• Willingness and ability to conduct frequent market and outlet visits.
• Proficiency in Microsoft Excel, PowerPoint, Word, and Teams.
• Business-level English communication.

Contract: Full-time

Multi Bintang Indonesia embraces diversity and welcomes applications from all backgrounds. For application assistance, contact [email protected].