Job Description

We Go Places! How about you?

Immediate Superior: Mathew Walton


Job Grade: 15


Location: Cape Town

Function: Commerce

Sub Function: Commerce - Marketing - Brand Management

Type of Contract: Permanent

Reference Number: 135650


Closing Date: 12/05/2025



PURPOSE OF THE JOB



The Below the Line (BTL) Manager is responsible for the strategic planning, execution, and optimization of BTL marketing activities. This role plays a vital part in driving consumer engagement, increasing brand awareness, and contributing to commercial growth through targeted activations, events, promotions, and in-store execution. The BTL Manager ensures all initiatives are insight-led, aligned with the brand strategy, and deliver measurable ROI.



KEY RESPONSIBILITIES:


Develop and implement BTL marketing stratergies that align with the brand and commecial objectives Identify consuemr engagement opportunites across touchpoints such as retail, events and direct -to-consumer channels Support the creation of the brand's intergated commercial plan with BTL components Plan and manage BTL budgets for effective resource allocation and return on investment Lead execution of BTL campaigns: activations, in-store promotions, sampling, trade marketing, and roadshows. Ensure brand activations are delivered on time and in full, across relevant geographies and channels. Manage development of BTL assets with agencies and vendors to ensure brand consistency and quality. Support new product launches and relaunches by driving in-market visibility and engagement. Ensure all BTL activity adheres to brand guidelines and regulatory requirements. Continuously seek innovative activation formats, experiential marketing ideas, and digital integration in BTL spaces. Leverage shopper and consumer insights to refine activation plans and improve campaign relevance. Collaborate with internal stakeholders (Sales, Trade, Digital, Finance, Supply Chain) for alignment and seamless execution. Manage agency relationships and performance to deliver on creative briefs, activation plans, and timelines. Provide strategic direction to regional/national trade marketing teams to ensure alignment with brand objectives. Track BTL campaign performance using clear KPIs (reach, engagement, sales uplift, ROI). Conduct post-campaign evaluations and deliver insights to improve future executions. Maintain a clear inventory and usage log of promotional materials and brand assets. Report and monitor actual vs. planned BTL spend to ensure on-budget delivery.

EDUCATIONAL QUALIFICATIONS


A relevant and recognized Bachelor's, Masters or Post-Graduate qualification in Commerce, Marketing, Economics, Business Science or related field.

PROFESSIONAL EXPERIENCE AND PERSONAL ATTRIBUTES


3-5 years of experience in BTL marketing, brand activation or trade marketing within an FMCG environment Expericence working cross-functional teams and external partners Proven record of managing end-to-end campaigns that drive business performance Strong project management and negotiation skills Excellent stakeholder management and negotiation skills Analytical thinker with the ability to extract insights from campaign data Highly creative with attention to detail and passion for consumer experience Comfortable in a fast-paced, dynamic environment with multiple priorities Budget management and Financial accumen

The Company's approved Employment Equity Plan and Targets will be considered as part of the recruitment process. As an Equal Opportunities employer, we actively encourage and welcome people with various disabilities to apply. Heineken Beverages (South Africa) (Pty) Ltd) is committed to an organisational culture that recognises, appreciates and values inclusion and diversity. You must be fully eligible to live and work in South Africa to apply.