Sr. Manager Customer Marketing On Premise

About The Role

The Sr. Manager, On-Premise Customer Marketing is responsible for shaping and activating Heineken USA’s on-premise channel strategy to drive growth across bars, restaurants, and key customer segments. This role sits at the intersection of strategy and execution (~60/40), translating consumer, shopper, and channel insights into impactful programs that deliver against volume, revenue, and brand equity goals. The on-premise channel plays a critical role in building brand equity and premium perception, making this a highly visible and important role across the organization.

Key Responsibilities

• Develop and lead the on-premise channel strategy and programming roadmap
• Design and scale always-on and seasonal programs that drive distribution, visibility, and rate of sale
• Translate market trends and insights into clear, actionable opportunities
• Partner with Sales and National Accounts to develop customer-specific programs
• Support Regional Marketing teams with tailored solutions
• Drive adoption and execution across markets
• Sell enablement
• Deliver best-in-class selling tools and insights
• Ensure clear communication and simplicity for field execution
• Cross-functional Collaboration
• Partner with Trade Marketing, Regional Marketing, Merchandising, and Sampling teams
• Align channel initiatives with broader commercial priorities
• Agency & Budget Management
• Manage agency partners to deliver high-quality execution
• Oversee channel activation budget and ROI
• Performance & Optimization
• Lead post-program evaluation and effectiveness tracking
• Continuously refine programs based on internal and external insights

Qualifications

• 8+ years of experience in on-premise marketing, sales, or channel strategy (beer/alcohol/beverage industry preferred)
• Experience developing customer-facing programs that drive commercial results
• Exposure to national or regional chain customers is preferred
• Strong cross-functional collaboration and stakeholder management skills
• Ability to translate insights into actionable strategies
• Analytical mindset with experience evaluating ROI
• Comfort in a fast-paced, matrixed organization

HEINEKEN Leadership Expectations

Connect
Shape
Develop
Deliver
Role Model

Compensation & Benefits

• Base Salary Range: $145,000 - $165,000 + Annual Bonus
• Benefits:
• Medical/Dental/Vision
• Matching 401k Plan
• Vacation - 20 Days Paid Vacation & Unlimited Wellness Days
• $200 Monthly Beverage Allowance