Shopper & Customer Insights Manager Amsterdam • Heineken

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Are you a senior insights leader with deep expertise in shopper research, sales analytics and customer data strategy? Do you thrive on turning data into actionable recommendations that drive commercial decisions across markets? Are you ready to shape how one of the world’s most iconic brands understands and engages customers and shoppers across the globe? Then this Shopper & Customer Insights Manager role will be perfect for you!

Key Responsibilities
Your contribution as Shopper & Customer Insights Manager is essential to leading the transformation of the Global Commerce team within Heineken, leading a data-driven approach to how we market to customers and shoppers.

• Develop global customer & shopper insights, driving more efficient & effective sales and BTL activities

• Shopper Understanding – Share & re-apply best practices on shopper understanding to build customer partnership and be seen as category experts

  • Omni-channel shopper behaviour – building understanding of path-to-purchase, how shoppers research and buy across channels and shopper missions

  • Support Category Vision & best practices (data-based) on shelf layout – for beer and wider beverages

  • Build and animate a community of local Shopper Insights managers

• BTL Assessment – Ensure consistent assessment and develop best practice in BTL assets

  • Ensure best tools & approaches to assess strength of BTL assets (adapting for different levels of spend and risk) and track compliance to testing protocols

  • Build and share best practice in BTL to improve quality and impact

  • Look to systemise as much as possible to ensure learnings are embedded into asset development and the Heineken way of working

• Trade & Customer Analytics – Build standard customer reporting/analytics to feed Sales, Trade Marketing & General Management; ensure data-based decision making

  • Sales Excellence – Deliver standardized basic analysis on sales excellence drivers to understand if we are winning with customers and how to improve

  • Revenue Management – Support RM (right data, right interpretation) & embed with sales force; link with other HNV data available for more analytics/dashboards

  • Understanding/filling data gaps – Developing strategy for how we’ll get more/better performance data for under-covered channels (e.g. ON-trade)

• Global Customer Support – Direct shopper/customer insight support for key multi-OpCo retailers to build partnerships and improve HNV

  • Supporting category captaincy as global expert – offering a SPOC and real global beer & cider expertise (shopper/consumer trends etc.)

  • Joint customer data strategies – Understanding if we should be buying more data direct from retailers and how to leverage

  • Deliver/analyse Advantage survey to identify opportunities for better collaboration

As Shopper & Customer Insights Manager you will report to the Director Global Strategic Insights and your position is based in Amsterdam.

Your Profile
We’re looking for a senior expert who has already delivered in fast-paced FMCG environments and knows how to drive global impact with insights. You’ve worked in, and understand what it takes to lead, insight programs inside large matrix organizations.

You’ll also bring:

• 10+ years’ experience in CMI, shopper insights, or customer analytics roles within FMCG companies (agency-only profiles will not be considered)

• Experience in managing or executing and conducting both qualitative and quantitative research preferably in the field of shopper/customer understanding (client or agency side)

• Ability to translate research findings into concrete and pragmatic business guidance

• Knowledgeable about Sales Marketing & Trade-Marketing frameworks and principles

• Demonstrated success in transforming the way insights are built and applied across a commercial organization

• Proven ability to influence senior stakeholders – from commercial directors to the C-suite

• Exceptional analytical skills – capable of translating complex data into clear, business-driving actions

• Experience across multiple countries, cultures, and trade environments

• Comfortable managing large responsibilities and hands-on delivery without a big team of direct reports

Applicants, please note
This is a senior-level strategic role. We’re looking for candidates with significant hands-on experience in leading customer/shopper research programs and influencing commercial decision-making. Applications without demonstrable in-house experience or advanced insight capabilities will not be considered.

Excited? Here’s how to apply!
Please submit your updated CV highlighting your relevant experience. Want to stand out? Include a cover letter explaining why your background makes you the right person to drive global customer and shopper insights at HEINEKEN.

• Deadline to apply: 06 June 2025

• All applicants will receive a response within 5 business days after the closing deadline.