Channel Activation Specialist - Traditional On Trade

Location: South Jakarta | Function/Department: Sales

ABOUT MULTI BINTANG INDONESIA

Multi Bintang Indonesia is the pioneer of the beer industry with a proud history of more than 90 years in Indonesia. As part of The HEINEKEN Company, we brew and market some of the most iconic beer brands. Our portfolio includes BINTANG, Indonesia’s most loved and iconic beer, Heineken®, the world’s leading international premium beer brand, as well as other favourites such as BINTANG Crystal, BINTANG Anggur Merah, BINTANG Arak Jeruk & Madu, Kawan Senja, and BINTANG 0.0.

Driven by our purpose, “Brewing the Joy of True Togetherness to Inspire a Better World,” we combine iconic brands, innovation, and a passion for consumers to create meaningful experiences across Indonesia.

At Multi Bintang Indonesia, we offer a dynamic environment where you can grow your career, collaborate with passionate teams, and contribute to a business that continues to shape the beverage industry. Join us and let’s do something that matters!

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ABOUT THE JOB

Multi Bintang Indonesia is currently hiring for a Channel Activation Specialist – Traditional On Trade under the Sales function. Based in our Talavera office, this role reports directly to the Channel Development Manager and leads impactful activation, visibility, outlet branding, glassware, and consumer engagement programmes across the Traditional On Trade channel.

This role operates at the intersection of Brand Marketing, Sales, field teams, outlets, agencies, and vendors. You will translate brand strategies and commercial priorities into relevant and effective channel execution across restaurants, bars, cafés, entertainment venues, and other HORECA outlets.

You will work closely with outlet partners and field sales teams to ensure that activation programmes are commercially relevant, operationally feasible, and consistently executed. The role involves frequent market visits and requires flexibility to support activities outside standard office hours when needed, depending on outlet operations and activation schedules.

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JOB PURPOSE & IMPACT

The purpose of this role is to drive the Traditional On Trade activation agenda by translating brand strategies, outlet opportunities, consumer occasions, and commercial objectives into relevant and executable programmes.

You will act as a key bridge between Brand Marketing, Sales, field teams, and outlet partners, ensuring that brand standards are protected while actual outlet conditions and commercial opportunities are properly addressed.

Through this role, you will strengthen brand presence and consumer experience across Traditional On Trade outlets by delivering relevant activation, visibility, outlet branding, glassware, events, and other consumer engagement programmes.

This position has a direct impact on how consumers experience our brands in restaurants, bars, cafés, entertainment venues, and other HORECA outlets. It also influences how effectively activation investments are managed and how quickly commercial opportunities can be converted into strong field execution.

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MAIN RESPONSIBILITIES

• Lead Traditional On Trade activation projects from planning and outlet alignment through execution and evaluation.

• Develop and execute activation, visibility, outlet branding, glassware, events, and consumer engagement programmes.

• Translate brand strategies into relevant channel execution across restaurants, bars, cafés, entertainment venues, and other HORECA outlets.

• Coordinate with Brand Marketing, Sales, field teams, outlet partners, agencies, vendors, and other stakeholders.

• Conduct regular market and outlet visits to monitor execution quality, placement, visibility, consumer experience, and compliance.

• Manage activation budgets, spending, project timelines, asset allocation, and vendor coordination.

• Ensure activation materials and programmes are suitable for each outlet’s environment, operating conditions, and consumer profile.

• Support direct coordination and negotiation with outlet owners, managers, and other relevant outlet representatives.

• Manage end-to-end execution through multiple external partners, including agencies and vendors, without direct reporting authority.

• Identify execution risks and implement corrective actions to maintain project quality and delivery.

• Ensure brand consistency, responsible marketing compliance, commercial relevance, and execution excellence across priority outlets.

• Maintain accurate project trackers, budget records, asset deployment documentation, and execution evidence.

• Support activation activities outside standard office hours when required based on outlet operations and programme schedules.

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CANDIDATE CRITERIA

• Bachelor’s degree in Marketing, Business, Management, Economics, Communication, Hospitality, or a related field.

• Minimum two years of experience in Trade Marketing, Channel Marketing, Customer Marketing, Brand Activation, Sales, Key Account, HORECA, Events, or another related commercial role.

• Experience in FMCG, beverages, hospitality, food service, HORECA, or another consumer-focused industry is preferred.

• Experience in alcoholic beverages is beneficial but not mandatory.

• Familiar with outlet activation, visibility, outlet branding, glassware, POSM, BTL programmes, events, agencies, vendors, or production processes.

• Experience managing end-to-end execution through multiple external partners, including agencies and vendors, without direct reporting authority.

• Experience coordinating directly with customers, outlets, business owners, or other external partners.

• Strong project management, stakeholder management, negotiation, communication, and problem-solving skills.

• Good commercial understanding, consumer and outlet orientation, and attention to detail.

• Able to work independently, manage ambiguity, and make timely decisions in a fast-moving environment.

• Willing and able to conduct frequent market and outlet visits.

• Flexible to support activation activities outside standard office hours when required.

• Proficient in Microsoft Excel, PowerPoint, Word, and Teams.

• Business-level English communication.

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Contract: Full-time

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Note

Multi Bintang Indonesia embraces diversity and welcomes applications from all backgrounds! We are committed to fostering a positive and inclusive recruitment process. If you require any assistance during your application or at any stage of the process, please let us know how we can support you by contacting us at [email protected].

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Disclaimer

Your safety and trust are our top priorities. We will never request any form of payment, whether for processing documents, travel arrangements, or any part of the hiring process. If you ever feel unsure or want to verify the legitimacy of any communication, please reach out to us directly at [email protected] This is our official email, and we only use addresses ending in @heineken.com.

We carefully review all applications and will contact candidates whose profiles best match the role. If this opportunity excites you, we encourage you to apply, even if you do not meet every single requirement. Your application will still be thoughtfully considered.

By submitting your application, you acknowledge that Multi Bintang Indonesia may share your data with trusted third-party partners appointed for recruitment purposes. Your information will be handled with strict confidentiality and in accordance with applicable data protection laws. For any concerns, contact [email protected].

Main adjustment: Modern Off Trade terms seperti in-store, shopper journey, Key Account, dan retail customers sudah diganti menjadi konteks Traditional On Trade, yaitu HORECA outlets, consumer occasions, outlet activation, glassware, direct outlet coordination, market visits, serta flexibility untuk aktivitas malam hari. Gue juga menambahkan requirement terkait end-to-end execution through agencies and vendors sesuai request lo.