About BEES
Join us to build the future of B2B commerce!
BEES is AB InBev’s B2B platform. Through our ecosystem, merchants and retailers across 29 countries can stock their businesses quickly, easily, and securely.
At BEES, we dream big, lead with purpose, and develop technology that transforms the way retailers and sellers grow.
Every line of code and every partnership is built in service of a single mission: to make commerce better for retailers and sellers around the world. Here, your work is not just important. It makes a difference!
About this opportunity
The Global IMC Strategic Lead will be responsible for defining and scaling the IMC (Integrated Marketing Campaigns) strategy across countries, ensuring alignment between BEES touchpoints, Brand owners, Retail Media, and CRM initiatives.
This role goes beyond execution, focusing on building frameworks, governance, and best practices to drive consistency, scalability, and business impact across markets. The lead will work closely with cross-functional teams (Product, Data, Ad Ops, and local markets) to define value propositions, optimize campaign efficiency, and position IMC as a strategic growth driver for BEES and partners.
Key Responsibilities
- IMC Strategy & Governance:
- Define and continuously refine the IMC value proposition across BEES and partners.
- Establish governance routines with agencies and countries, ensuring alignment and execution consistency.
- Lead the definition of the IMC calendar (Local IMCs, BEES IMCs, and Global brands IMCs).
- Define and manage Mega Brands routines and strategic initiatives.
- Cross-functional Integration & Collaboration:
- Identify opportunities across BEES touchpoints to enhance campaign impact.
- Establish and lead routines between IMC teams and key touchpoints (CRM, Retail Media, Product, Data).
- Drive cross-functional alignment to scale IMC initiatives globally.
- Best Practices, Training & Capability Building:
- Develop and apply training materials and best practices across countries.
- Define assets standards, benchmarks, and HTML/gamification best practices.
- Build and manage a HTML/games pool to scale campaign execution.
- Data, Insights & Continuous Improvement:
- Define data requirements and support the creation of performance dashboards.
- Conduct and standardize post-mortem analysis, sharing insights and benchmarks globally.
- Track and manage IMC investments, ensuring ROI and impact.
- Translate insights into actionable recommendations to continuously improve campaign performance.
- Audience, Campaign & Performance Strategy
- Define and standardize audience recommendation processes and benchmarks.
- Establish KPIs and IMC Score framework to measure performance.
- Lead IMC Score management and performance tracking with countries.
- Define and evolve the IMC Campaign Efficiency concept.
Qualifications
- Strong experience in CRM tools, Retail Media, or Integrated Marketing Campaigns (IMC).
- Proven ability to work in cross-functional and global environments.
- Strong strategic thinking with ability to translate execution into scalable frameworks.
- Experience with data-driven decision making and performance analysis.
- Excellent stakeholder management and communication skills.
- Fluent English required;
- Spanish is a plus.
