Brand Manager BTP

Brand Manager – Heinz Frito and Base Tomato Products 

Heinz is the No. 1 global brand at Kraft Heinz – and our base tomato products are one of the fastest‑growing parts of the Benelux business growing penetration to 26.6% (+7.3ppts in 3 years). The next phase of growth will not come from doing more of the same. It requires sharper strategy choices, bolder brand building, and clearer understanding of how consumer habits are changing. 

The primary objective of this role is to grow Heinz Frito penetration and deliver total Base Tomato Products (BTP) value growth in 2026 across the Netherlands and Belgium. That is why we are looking for a Brand Manager who is ready to take full ownership of the Heinz Frito & Base Tomato portfolio in the Benelux and shape its next chapter. 

If you enjoy working in a high‑paced environment where ownership, accountability, and impact truly matter, this role is for you. 

The role 

As Brand Manager Heinz Frito and Base Tomato Products, you will own the end‑to‑end brand agenda for your portfolio within the Benelux business unit, one of the largest BUs within our EPDM region (Europe & Pacific Developed Markets). You’ll be working in a high performing team, with a lot of exposure to internal and external senior stakeholders as Heinz is our no.1 Global brand. 

This is a pivotal role within Kraft Heinz. You will set the future strategy for the portfolio, translate your ambition into clear plans, and ensure excellent execution in market. You will lead brand communications, shape innovation choices, and act as a key Benelux voice into the regional (EPDM) brand and innovation agenda. 

The perfect candidate combines strong strategic thinking with creative flair and excellence in execution. You are a self-starter, hands-on person and your feel comfortable managing both peers and upward stakeholders. You know your way with media and creative agencies, but you have enough creative flair to bring your own creativity to life together with our in-house agency The Kitchen. 

Are you ready for a new challenge? We look forward to hear from you! 

About The Position 

In brief, you will be responsible for: 

• Strategy: Lead the long‑term strategy for Heinz base tomato products in the Benelux, with clear ambition for penetration and value market share growth. Support in building 3Y and annual plans for the category. 

• Communication: Define and deliver an integrated communications strategy that builds relevance and saliency and helps land the brand meaningfully in culture. A strong comms plan is seen as key to delivering growth – with budget backing to enable you to succeed. 

• Innovation: Define the innovation opportunities and execute the roll-out of innovations in the Netherlands and Belgium. Work together with the regional (EPDM) Heinz brand team and assess what is relevant to the Benelux. 

• Consumer first: Understand consumers’ needs and identify opportunities to support their cooking journey. Closely monitor competitive dynamics and translate insights into decisive actions. 

• Tight control of allocated marketing budget. 

• Support the senior brand marketers in the marketing transformation, with thought leadership on capability building, creativity, inspirational sessions and team engagement 

Qualifications 

Hard Skills. Please kindly note that you need to have an EU Working Permit (Orientation Year Visa not included) in order to proceed for this position. 

• 4+ years of work experience in FMCG Marketing with strong functional marketing knowledge 

• Strong analytical skills and the ability to turn complex data into clear insights and choices.  

• Fluency in English  

At Kraft Heinz, you’ll easily be exposed to senior management, no matter your level. Therefore, it’s important you have excellent communication skills, to deal with all kinds of different stakeholders. 

We’re a very data driven company. You know how to translate complex data into a simple solution with your analytical mindset. This can be penetration, consumer insights or other data. 

Achieving results is nice, but achieving results with the team is simply the best. You’re a team player, which means you’re sometimes a leader, sometimes a follower but always working towards the same common goal. 

What we offer you: 

• Ownership of a strategically important and fast‑growing part of our number one global brand. 

• High exposure to senior management at local and regional level  

• A fast career track like only few other companies can match; 

• A competitive salary, many benefits and excellent bonus structure (above market); 

• Always room for new ideas; if you have an excellent idea, please let us know and we can set it in action!!