BTL Activations Manager

We invite applications for the position of

BTL Activations Manager

We are building a future that embraces innovation, sustainability, and diversity.

We are a business that will bring out the best in you - providing great opportunities for people with ambition and drive. People are at the heart of our company – It is undoubtedly the pride and passion of our colleagues that makes us stand out from the crowd. Our success simply would not be possible without the hard work and dedication of our employees. If you are as excited about our future as we are, then we’d love to hear how you can help us shape it. We are always looking for new talent to help build and grow our company and our brands.  Our careers are journeys paved with richness, accomplishments, and a few beers and ciders with friends or strangers along the way.  Your journey will be one of close connections and growing friendships as is the beating heart of our company. We collaborate with colleagues in every single other function to do what HEINEKEN does best: brew the highest quality, premium beers, and ciders.

Location:  Dublin (Hybrid)

Department:  Marketing

Reporting to:  Marketing Manager

Job Grade: 15

Contract Duration: Fixed purpose (9 months)

Role Purpose:

The BTL Activations Manager leverages our brand assets to drive Consumer engagement with innovative, relevant & targeted campaigns that drive the overall category growth & positions HEINEKEN Ireland, with our Customers as the pioneering leader of the Drinks Business.

Key Accountabilities:

• Full ownership and responsibility for developing & managing the BTL brand activation plans as part of the integrated TTL brand planning & briefing process,  in line with our company ambition to be the Pioneering Leader of the Drinks Business, ensuring we deliver against agreed Consumer & Channel objectives.


• Develop best in class BTL activation plans underpinned by a simple but compelling consumer journey in both the On & Off Trade Channels, disruptive POS materials, engaging integrated digital content & darker market focused permanent visibility, ensuring that all BTL activity is in line with brand and global guidelines, with a ‘local lens’ applied where appropriate.


• Develop and continuously optimise a activation calendar, ensuring timings are aligned with the Marketing & Channel Teams on key TTL programmes. Clear execution KPIs to be set and communicated to the On & Off Trade Channel Teams


• Working closely with our key *On & Off Trade Channel Stakeholders, actively lead & drive monthly planning fora & manage relationships with our external BTL agencies, printers & other 3rd party suppliers.


• Pro-actively build and manage assigned activation budgets and complete campaign ROI analysis including monthly updates on channel spends.


• Develop a comprehensive Consumer understanding & use this knowledge of occasion, format, motivation, frequency to effectively inform activation briefs & bring activation campaigns to life in channel.


• Drive innovation by actively seeking out and generating new and unique activation mechanics and embrace new ideas that wow our Consumers and Customers.


• Support in the development of our category growth strategy (CGS) & push the boundaries and investment in Darker Market initiatives in both Channels

Knowledge, Skills and Experience Required

• Relevant 3rd level degree


• 3+ years experience in a related discipline (Brand/Trade Marketing, Digital) in FMCG

• Excellent Project Management experience & strategic thinking (With a forward-looking vision that can anticipate future needs)


• Highly Consumer focussed with a high level of initiative, agility & ability to get things done

• Experience of IDDM initiatives, adept at managing social & digital activations across the path to purchase would be a bonus

“Embracing and celebrating diversity is core to HEINEKEN’s purpose of “brewing the joy of true togetherness to inspire a better world”. We believe that people as diverse as our brews – including and not limited to gender, ethnicity, age, sexual orientation, religious belief, nationality, social background, disability and thinking style – enrich our lives and strengthen our business. We welcome and consider applications from all qualified candidates as we champion a culture of belonging that provides fair and equal opportunities for all”.