Job Description

This role forms part of new Connected Experiences Team that is responsible for managing and optimizing all consumer experiences and touchpoints with the objective to strengthen our consumer connections and maximize our return on investment. The PR & Influencer Manager takes ownership of the PR function, acting as the voice of HMB\'s portfolio and brands towards press and key opinion leaders / influencers and developing & executing a content strategy that has impact in MalaysiaMeasure of Success:Develop and drive the vision for all PR/Earned and Influencer content across media touchpoints to drive presence and media value that is qualitative for key consumer audiences, ultimately driving Brand Power.

• Leadership & accountability: Lead PR and Influencer Content strategy to maximize portfolio and brands presence in market:
• Achievement of Gross Savings Target (EUR mil) for commercial initiatives - as per annual target
• Coverage quantity & quality: delivering positive coverage for HMB\'s portfolio, brands, marketing initiatives & team
• Share of Voice against competitor
• Partner with Brand Teams ensuring consistency in brand tone-of-voice
• Partner with Media team to manage & balance optimization of media buying against KOL and branded content delivery
• Support Corporate Communications in HMB\'s overarching internal and external category communications strategy to improve perception of the alcohol and beer category
• Lead in-house PR team

Delivery of PR & Earned Strategy:

• Define a clear PR/Earned Strategy that drives pull and impact, growing HMB\'s SOV in market through:

• Consumer press & platforms to grow presence of our brand portfolio beyond paid media buying and traditional press releases
• Industry press to grow awareness of marketing initiatives and team excellence
• Trade press in partnership with CAL to support Employer branding

Provide PR services for all brands in the portfolio:

• Develop & implement integrated and standalone Public Relations strategy and campaigns for portfolio brands, in line with communications objectives and brand activities.
• Form & maintain ongoing relationships with press and media partners
• Oversee the creation of all brand-led PR communications and their deployment to internal and external stakeholders, whether supporting PR specialist and/or agencies in development of press releases and content where required
• Manage PR-related activities and press management at brand events
• Monitor and provide analysis of brand and competitor media coverage
• Collaborate closely with Marketing, Corporate Communications, and Legal teams, as well as external agencies and other stakeholders

Advisory on Brand Communications and Crisis Management:

• Ensure brand communications are in line with brand identity and direction
• Advise on placed content direction and communications directions for brands - social media / microsites
• Advise on potential reputational issues arising out of brand communications:

• Form Point of contact during crisis between Brand and Legal teams
• Suggest comms to minimise risks / advise on responses to social media queries
• Proofreading / copy editing for brand microsites, social media posts

Delivery of KOL Content Strategy:

• Take ownership of the development and execution of the Influencer Marketing Strategy to amplify brand power, awareness, engagement and drive commercial performance from a content perspective
• Set up and oversee ongoing relationships with influencers on a portfolio level, partnering with brand teams to ensure consistency on brand tone-of-voice, working closely with media manager and agency
• Measure, analyse and report on influencer effectiveness across different channels in partnership with media manager and media agency to give full overview based on content and investment. Utilize insight to guide and improve further campaigns
• Coordinate with brand and media team on marketing calendars, identifying new partnership opportunities.
• Maximize spend against ROI and build longer term relationships that are exclusive

Create cross-brand and category programmes to elevate beer culture:

• Partner with CAL to develop overarching communications strategy and oversee implementation of initiatives designed to raise the profile of the category and Responsible Consumptions initiatives in general, improving the perception of beer in Malaysia
• Engage a range of internal and external stakeholders in order to achieve these aims
• Collaborate closely with Marketing, Corporate Communications, and Legal teams, as well as external agencies and other stakeholders

Leadership, team & Stakeholder management:

• Oversee PR team activities, mentoring team to manage workload
• Develops and inspires others - develops team members, improving skills and capabilities. Provides, seeks and accepts feedback from team and stakeholders. Supports the diverse contribution of others. Engages others through effective communication
• Work in close partnership with in- and external stakeholders:
• Internal: Brand teams at Global & Local level, Corporate Communications & Legal (Potential for: Trade Marketing, Sales and E-Commerce team)
• External: Media platforms, Influencers, Media & Agency partners

Knowledge & Experience:WWorking and Thinking levelorking and Thinking level

• Bachelor\'s Degree or higher in a relevant field
• Functional expertise: 8+ years of related FMCG, commercial, and industry experience.
• 8+ years of relevant experience in communications or a related field
• Understanding of brand-led communications for FMCG brands across a range of communications disciplines
• Experience in crisis communication and a proven track record of success in managing the reputation of brands
• In-depth knowledge of the local media landscape and regulatory requirements
• Strong stakeholder management and influencing skills - engaging with multiple stakeholders both from business and media engagement point of view
• Strong communication and presentation skills - ability to turn insights into actionable recommendations
• Delivers results - takes accountability, ensuring productive, efficient execution against priorities
• Ability to work within tight deadlines, adjust to changes in priorities, and balance short term needs with long term strategic initiatives

Heineken