Beyond Beer Growth Manager

Date: 19 Dec 2025

Location: Amsterdam, NL

Company: HEINEKEN

• Function/ Region: Global Commerce
• (Sub)department: Category Growth & Innovation
• Job purpose: To shape, develop and evolve the segment strategy, in line with consumer and market trends and Heineken and competitive performance. Identify required repeatable solutions and build 'platform' repeatable solutions which deliver growth across markets.
• Reports to: Category / Segment Growth Director

Roles & responsibilities

1. Strategic Direction & Planning: Own and evolve the segment x archetype priorities and targets, setting direction and strategy for segment growth and translating those strategic ambitions (i.e. Evergreen 2030) into operational plans. Maximise and synergise role of Global Brands and other brand assets across the network into strategy & plans.
2. Segment Expertise & Leadership: Acts as the segment expert and strategic lead, continually integrating continually & dynamically responding to consumer, market and competitive developments and providing guidance across Global Commerce & OpCo teams.
3. Repeatable Solution identification & development: Identify future repeatable solutions required to win in the segment using top down (consumer trends, EverGreen 2030 etc) and bottom up (Regional / OpCo led requirements) to further develop the segment and win within it. Develop 'platform led' solutions (e.g., "Affordable Premium," by archetype, and flexibly Innovation or Brand solutions within or across teams as required.
4. Performance Management: Own segment performance including monitoring segment KPIs, analysing performance trends (internally and externally), and dynamically initiate corrective actions and drive across business to ensure growth targets are met.
5. Flexible cross- team working: Work as required across different segments, brands and regions outside allocated team, inline with business needs, and demonstrating flexibility to support evolving business priorities.
6. Budget Accountability: Indirectly responsible for segment growth targets and associated commercial investments across markets.
7. Cross-Functional Collaboration: Collaborate across segment, brand and regional teams to ensure segment x archetype priorities are aligned and implemented and repeatable solutions are synergistic, fit for purpose and deployed.

Focus for this role

This role requires strong commercial acumen with proven experience in building robust back-end business cases, value chain design and profitability logic for new and emerging categories. The successful candidate will have demonstrated capability in strategically shaping and scaling new categories, including hands-on experience in innovation incubation, piloting and learning-led deployment of solutions. Exposure to developed markets (particularly Europe and the Americas) is highly valued, with the ability to translate insights from mature, competitive environments into scalable growth platforms for the wider HEINEKEN network.

Experience & profile

What:

• Education: University level ideally in Business, Marketing, or related field
• Work experience: >12 years
• Required work experience in field of expertise: experience in commercial strategy, brand management, or segment development within FMCG or consultancy. Turning consumer & market insight into concrete action
• Other fields of expertise: Experience in innovation and portfolio development
• Functional skills: Strong analytical capabilities, strategic planning, stakeholder management, and familiarity with commercial performance tools
• Languages: Fluent in English; additional languages are a plus

How:

• Key Leadership expectations: Shape, Connect, Deliver - role model HEINEKEN behaviours by driving strategic clarity, fostering collaboration, and delivering results
• Communication skills: Manages relationships with diverse stakeholders across functions, regions and cultures; communicates with influence and clarity to align teams and drive action
• Other skills: Strategic project management, cross-functional leadership, change management, influencing without authority, and building collaborative relationships

Click the 'Apply' button now to join us on this journey. Application deadline: 14 January 2026 . We aim to get back to you within 5 working days after the closing date of the job publication.