Job Description

Purpose

To develop and implement channel strategies that strengthen Heineken Malaysia's presence in the fragmented modern off-trade channel. The role ensures effective national planning of monthly promotions and activities, provides channel insights, and acts as the key liaison between HQ and regional sales teams to drive executional excellence, market share growth, and profitability.



Key Accountabilities


Channel Strategy & Planning


Develop annual channel AP strategies aligned with Off-Trade vision. Define channel segmentation, role, and investment priorities Benchmark against competitors to identify gaps and opportunities

Promotional Calendar Management


Design and roll out national monthly promotions that are customized to channel/account needs (if required) Consolidate regional input into a single master plan Track, evaluate, and report promotion effectiveness with post-activity reviews

Customer Development Support


Develop customer growth plans and activation toolkits Support regional managers in customer negotiations Provide tailored promotional mechanics to fit customer profiles

Executional Excellence


Define execution KPIs (distribution, visibility, pricing, compliance) Track performance vs. STIs, highlight gaps, and drive corrective actions Share best practices and success cases across sales regions

Channel Insights & Analytics


Consolidate sales, execution, and competitor data from regions Prepare channel dashboards and performance reviews * Recommend corrective actions based on ROI, price index, and execution KPIs