Lead - Events, Experiences & Partnerships

About UBL :

At United Breweries (The HEINEKEN Company), we brew the joy of true togetherness to inspire a better world.

At United Breweries which is a top operating company of Dutch brewing major Heineken, we strive every day to champion a culture of belonging - where everyone feels safe, included, heard, and valued for who they are. We believe that embracing and celebrating diversity enriches our lives and strengthens our business, and that we all contribute to create an environment where everyone can thrive.

We are a partner of choice for our customers, a leader for our market, and a champion for our employees. We foster a workplace that is inclusive and provides equal opportunities for all. We are driven by a spirited team which aims to brew a better world for everyone

Our strong consumer connect and the iconicity of India’s favorite beer Kingfisher has helped us become the market leader and delight consumers. Our portfolio ranges from beer to non–alcoholic beverages, with brands such as Kingfisher Strong, Kingfisher Ultra, Heineken, Amstel, Heineken 0.0 and Radler. Our most popular beer, Kingfisher Premium Lager beer, is currently available in 69 countries and leads the way among Indian beers in the international market.

Job title : Lead – Events, Experiences & Partnerships

Function : Marketing

The Role Reports to : Head of Marketing Operations

The Role : To grow UB’s / Heineken India’s portfolio brand’s resonance & engagement through conceptualizing, acquiring and managing key partnerships, sponsorships. This includes co-creation of IP’s, collaboration with local, regional & national events, while ensuring key brand objectives and event metrics are delivered.

Key Accountabilities :

Lead Strategy & Acquisition of sponsorships / partnerships in line with brand objectives & strategies :

Development, communication, and execution of the Company Brand Experience Strategy

Develop by brand, music, sports & culture strategy, to enable brand’s to reach / engage with its TG in a meaningful manner.

Responsible for the evaluation of all new major Brand Experience properties enabling informed decisions to be made whether to proceed (or decline) the sponsorship / event opportunity.

Responsible for the negotiation for new Brand Experience contracts and preparation of any internal capex for approval / sign off.

Responsible to ensure a valuator (ROI) is created for every sponsorship and follows the approvals process, working closely with both the Legal and procurement teams.

Responsible to ensure that all sponsorships and events have a signed contract in place and ensure 100% execution compliance.

Compile an accurate list of all Brand Experience properties, cost, volume, and return enabling the creation and maintenance of a national XM database

Prepare and present annual sponsorship reviews using the Heineken CSP tool highlighting UB activities, key achievements both in terms of direct and indirect added value.

Manage and leverage UB’s sponsorship portfolio and lead a team of experience brand managers.

Responsible for the successful management of Brand Experience Portfolio

Optimise the Brand Experience spend, ensure all activity delivers to agreed benchmark ROI metrics to maintain standards of sponsorships and events

Review and report on financial returns on Brand Experience properties.

Work with Sales Managers to ensure sponsorships are being executed with the necessary stock compliance across states

Working with Global / Regional teams to best leverage opportunities locally and build into brand plans across the year with Marketing teams

Manage and liaise with external suppliers to establish specific briefs for any activations, ensuring that the agreed budget, specifications, quality standards and deadlines are met

Responsible for Procurement and H&S for all brand activations while establishing and maintaining excellent relationships with external suppliers

Monitor ongoing progress of events to ensure on-time completion and compliance.

Manage the entire XM meeting planning process from invitation creation through event completion with both internal and external contacts; coordinate with contacts to ensure contracts are accurate, UB event criteria are received, understood and implemented.

Desired experience

Event Management & Sponsorship experience at an agency end or client

Deep and extensive relationship in Music, Sports and Cultural ecosystem

AlcoBev industry experience is highly preferred

Team Management experience will be preferred. This is a Team Lead role.