Dedicated Brand Manager with years of experience implementing effective strategies to increase brand awareness. Passionate about improving customer experience while upholding a company’s brand reputation. Alicia Reddy, Senior Brand Manager at Heineken gives us a glimpse into her work life and how it all began.

 

What did you study and how did you end up where you are today?

I’ve always had a passion for all things creative and decided to pursue a BCOM Honours degree in Marketing from the University of Kwa-Zulu Natal. Like many other graduates, I applied to various FMCG grad programmes and was lucky enough to be selected by the then Brandhouse Beverages which kickstarted my career within the alcohol industry.

After a short initial stint in consumer insights, I found my calling – brand management – starting as an Assistant Brand Manager on the incredible Heineken brand. Fast forward a few years and my next role as a Brand Manager allowed me to work across some amazing alcohol brands within the now Heineken Beverages portfolio, each of which has a special place in my heart. At present, I proudly hold the position of Senior Brand Manager on the Amstel brand; one of the biggest brands in our stable.

 

Alicia Reddy, Senior Brand Manager at Heineken

What do you do on a day-to-day basis for Amstel?

I lead brand & campaign planning, from development of communication assets, down to execution of planned marketing initiatives for the brand. I am involved in all marketing initiatives on the brand that ultimately drive sales, equity and contribute towards overall business results.

What are some of the challenges you face in your role as Brand Manager?

In South Africa, we are faced with many challenges that impact how we manage brands; from restrictions on alcohol advertising, to a tough competitive landscape and consumer affordability. As marketers, we need to be agile, constantly challenging ourselves and our thinking to find creative solutions to overcome these hurdles.

What have been your career highlights?

Working on some of the most amazing brands including both global brands like Heineken on which I had the most incredible experiences, to breakthrough brands like Bernini which has earned its place as one of the leading female brands, and Esprit – one of my dearest that I got to lead from launch to one of the companies top 10 brands within the space of 2 years.

What impact do you want to have on your industry?

I want to continue to shape and grow brands that consumers love and deliver content that they will remember for years to come. I hope to have a positive impact on those I collaborate and interact with throughout my journey; to continue to push the boundaries, grabbing opportunities, learning from setbacks and having fun along the way.

What interested you in marketing?
As mentioned, I’ve always been a creative at heart, from my artistic tendencies at a young age, my love for experiences, involvement in activations and promotions as a student, marketing was just a natural fit for me. Marketing is one of the most interesting and dynamic fields, there’s always something new and exciting to learn from or leverage, so there’s never a dull moment!
Any advice for people who want to get into brand management?
Brand management is incredibly rewarding and a great career. A qualification in marketing is a great intro to the fundamentals but I do also encourage students to use the resources easily available as well. Google can be a great tool to research brands locally and globally, trends within the various industries, and to witness some of the amazing work happening out there. Being agile is so important; factors change and opportunities arise all the time, so as marketers we need to be on the pulse at all times. Make sure you keep your ears to the ground, knowing what’s relevant and what’s trending.
Nasty C’s fans had the opportunity to meet and take a photo with him- how did that concept come about and why do you think its important to give consumers that engagement with their favourite artists.
The Friends of Amstel platform is an amazing global property that we are now leveraging in SA to shine a light on local talent. The property creates a sense of community amongst attendees, up and coming artists, local stars and international acts alike. Since we at Amstel love bringing people together, an artist meet & greet was a perfect fit for this experience. Nasty C was one of our artists who participated and was able to elevate this experience on stage and off, through a meet & greet with the fans.