Sr. Manager Customer Marketing On Premise

Location: White Plains, New York, United States

Function: Commerce

Sr. Manager, On-Premise Customer Marketing

Location: White Plains, NY

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.

As a key partner to Sales, National Accounts, and Regional Marketing, you will develop scalable programs, tailor solutions to customer needs, and ensure strong execution in-market. The ideal candidate brings commercial savvy, creative thinking, and a strong cross-functional mindset.

Key Responsibilities

Channel Strategy & Programming
• 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

Customer Marketing & Activation
• Partner with Sales and National Accounts to develop customer-specific programs
• Support Regional Marketing teams with tailored solutions
• Drive adoption and execution across markets

Sales 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

Success Measures

Success in this role will be measured by distribution gains, program adoption, execution quality, and overall contribution to on-premise volume, revenue, and share growth.

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