Sr. Manager Customer Marketing On Premise

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

About HEINEKEN USA

HEINEKEN USA is the nation's leading high-end beer importer and a subsidiary of HEINEKEN International N.V., the world's most international brewer. Key beers and ciders imported into the U.S. include Heineken, Heineken 0.0, Heineken Light, the Dos Equis franchise, the Tecate franchise, and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Red Stripe, Tiger, Carta Blanca, Bohemia, and many more.

For the latest updates, follow us on X @HeinekenUSACorp or visit HEINEKENUSA.com.

We are a proud company with rich heritage and history. We are passionate about the beer and cider that we sell. At our core, we are pioneers, mavericks, and entrepreneurs. We connect people by creating meaningful experiences and memorable moments. Every day, you have the opportunity to be extraordinary and leave your mark.

We Brew Experiences That Inspire Legendary Lives.

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

Heineken USA is an equal opportunity employer. We believe the diversity of our people makes us as strong and unique as our brands. We do not discriminate based on race, color, religion, are or any other basis protected by law.

This position is not available for visa sponsorship.