On-Trade Customer Marketing Manager, Europe

Overview

In this role you drive BTL activation for a defined brand portfolio in the On Trade channel, collaborating with regional and local teams to deliver consistent, guest‑centric in‑market executions. You’ll marshal shopper/guest insights to shape messaging, POSM, and agency partnerships, aligning regional strategy with local market needs. You help scale BTL programs across markets, while ensuring compliance and cross‑functional alignment to grow brand performance.

Pay / Benefits

• Total Rewards package
• Competitive pay
• Paid time off and volunteer days
• Retirement plan
• Health, critical illness, and life insurance
• Inclusive leave policies

Responsibilities

• Own BTL planning for a defined brand set and coordinate with Regional Brand Directors to ensure alignment and accountability in market execution
• Lead the transition of BTL workstreams from Region to Local CPA at ~80% readiness, enabling Local CPA to finalize localization
• Act as business partner for a portfolio of brands through the IAP process, connecting Region and Market to deliver winning BTL plans
• Deliver Guest messaging that aligns with occasions/barriers and adapts to market dynamics for consistent execution
• Put insights at the heart of BTL decisions, focusing on guest occasion and need state
• Define channel and brand POSM assortment in collaboration with approved suppliers and POSM Excellence Managers across Europe
• Collaborate with European Channel Programming Leadership to build a team of Guest marketing experts and refine Region-to-Local workflows
• Support integration of preferred European BTL agencies with clear ways of working
• Stay updated on legal regulations in the industry across countries

Key requirements

• Minimum 5 years in Trade or CPA/Customer Marketing, preferably in Premium/FMCG
• Plus, at least 3 years in Sales, Brand Management, Category Development or Experiential
• Experience building channel strategy from guest insights that drives path-to-purchase wins and sustainable profit growth
• Advanced knowledge of channel dynamics from direct work with key customers and sales teams
• Proven ability to brief and manage external agencies to deliver high-quality work
• Experience in multi-market environments is beneficial but not essential
• Exposure to BTL/Creative agencies and briefs is beneficial but not essential
• English fluency
• Strong relationship-building skills across Region, Cluster and Markets

• Belonging‑driven leadership
• Self‑awareness and reflective practice
• People agility and collaboration across functions
• Shopper/Guest marketing program development
• Omnichannel planning and digital integration
• Brand to shopper/guest translation rooted in insight

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