Imagine working with some of the world’s most iconic and vibrant brands—Heineken, Desperados, Birra Moretti, Tiger, and Tecate—where data, creativity, and culture come together. At HEINEKEN, we’re on an exciting journey to become a truly data-driven marketing organization, and as the Global Consumer Data Lead, you’ll play a key role in bringing this vision to life. By shaping how we understand, connect with, and inspire consumers around the world, you’ll turn insights into meaningful impact across our global portfolio.
Role Purpose
Lead the development, implementation, and global embedding of a data-informed, human-centric consumer experience (CX) capability across the organization. This role defines how we design, plan, and execute seamless experiences across the end-to-end consumer journey — rooted in consumer insights, amplified by creative excellence, and powered by connected data.
1. Build & Embed the Global Consumer Experience Design Capability
- Design and implement the global consumer experience framework, including playbooks, processes, and toolkits.
- Establish CX fundamentals — consumer journeys, moments that matter, experience principles, design standards.
- Partner with markets to scale and adapt global best practices, ensuring excellence in local execution.
- Define clear KPIs and measurement standards for consumer experience impact.
- Provide hands-on coaching and mentorship to (1x) direct and indirect reports, fostering their development as data leaders.
- Guide brands to translate brand positioning into distinctive and consistent consumer experiences.
- Lead cross-functional planning across touchpoints, channels, messaging, media, commerce, packaging, and service.
- Support the creation of experience blueprints and user journeys tailored to each brand and category.
- Act as a connector between brand, creative, media, digital, and retail teams.
- Foster a culture of consumer-first and journey-led planning, grounded in insights and behavioral data.
- Work with data and analytics teams to unlock actionable insights that inform experience design and iteration.
- Be a visible ambassador and educator for CX across the global organization, building advocacy and adoption.
- Consumer Journeys: Full-funnel, cross-channel journeys identifying moments that matter.
- User Journeys: Digital-first UX and UI flows for key platforms.
- Touchpoint Mapping: Across owned, earned, paid, and retail environments.
- Messaging & Creative: Tailored to journey stages and audience needs.
- Experience KPIs: Perception, conversion, satisfaction, retention, advocacy.
- Integration with Data: Using first-, second-, and third-party data to personalize and optimize.
We seek a leader who blends strategic vision with a global and inclusive mindset. You'll be data-driven yet creatively inspired, capable of influencing diverse teams to deliver exceptional, measurable results that directly increase brand power, market share, and sales.
- 10+ years in CX, brand strategy, experience design or digital marketing in CPG, retail, or digital-first environments.
- Deep understanding of consumer data, insight activation, and omnichannel planning.
- Proven ability to build global standards and scale them across diverse markets.
- Exceptional collaborator and influencer, able to work across marketing, digital, insights, media, tech, and commercial teams.
- A great work/life balance: enjoy 30 vacation days per year.
- Stress-free commuting: enjoy easy travel with an NS Business Card for public transport, making your daily commute simple and stress-free.
- Sustainability at heart: join a company committed to making a positive impact—HEINEKEN aims to have CO2-neutral locations by 2030.
- Grow with us: we offer endless opportunities for you to learn, grow, and explore new career paths, both locally and globally.
Excited to get started?
Click the ‘apply’ button now! The application deadline is 11-08-2025. We will reach out to provide feedback on your application five working days after the final closing date.
Note: This is a local position with a local contract based at Heineken's Head Office in Amsterdam. The vacancy could close sooner if we receive a sufficient number of applications.