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Purpose

Client's ambition is to directly reach 50% of beer and cider drinkers within specific lead op cos with personalised communication and commercial propositions by 2021.

This is driven by an individualized data driven marketing (iDDM) programme which will be embedded across the client at scale, with:

• Organization: rolling out the integrated Commercial Digital Acceleration Units (CDAUs) created in Europe to other key operating companies (op cos) in 2019
• Skills and capabilities: data acquisition/management, analytics and media buying embedded in commerce teams
• Technology (marketing technology stack): global partnerships, rollout & adoption
• Accelerated learning plan to Test, Learn, Share and Reapply use cases at scale

This specific role is needed to lead and drive the marketing technology strategy and – vision enabling personalisation of digital campaigns across more than 20 op cos in 2022. Acting as a strategic technology business partner, the role reports into GIS, working fully dedicated to the Global Commerce team. The technology specialist provides strategic technology input as an IT-enabler for the long term iDDM vision to meet the iDDM agenda and – ambitions for the coming years.

This role should support the Global Commerce team and op cos through the future-proof vision setting on technology to enable personalisation at scale that, eventually, can be used, adapted and applied locally.

Challenges

• iDDM has been identified as one of the main drivers for change within B2C marketing
• Data is an emerging and essential topic within the HEINEKEN organisation
• Heavily outsourced and federated organisation

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