As Senior 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 seamlessly balance local market needs in Belgium and the Netherlands with international brand strategy, ensuring strong brand building, cross‑channel execution, and real business impact.
Beyond brand leadership, you play a key connecting role across the organization, bringing together sales, trade marketing, data and global brand teams to deliver shared commercial objectives and accelerate growth of the Beyond Beer portfolio.
Location: Belgium/Netherlands
Presence required: 2 days Netherlands (Leiden/Amsterdam) and 1 day per week in Mechelen
YOUR RESPONSIBILITIES
- Brand building – bold, unconventional and culture‑first
- You believe that brands today grow through creativity, speed, cultural relevance and community connection. You are not afraid to challenge conventions, surprise consumers, and stay ahead of the curve. You bring the right balance of Art, Science & Courage to everything you do.
- Portfolio
- Beyond Beer is young, fast, creative and constantly evolving and so are you. Together with the Senior Brand Manager Beyond Beer BNL, you define how the brands complement each other and win across:
- Retail
- Out‑of‑Home & horeca
- E‑commerce
- Festivals
- And, most importantly, in 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 all beverages outside traditional beer, such as:
- Hard Seltzers
- Flavoured Alcoholic Beverages
- Ready‑to‑Drink (RTD) formats (alcoholic & 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.
