BRANDED! BRANDED!

Imru James, Brand Manager, Heineken

(PHOTOGRAPHER: MICHAEL GORDON)

Thursday Life (TL) :How did you land this job?

Imru James (IJ): My story is a very peculiar one as I had a role in finance as the advertising and promotion analyst. I, however, had an interest in the marketing field and would volunteer my time to go on numerous marketing projects on multiple brands to get an understanding of the brands and their respective consumer(s). I was then given an opportunity that would change my life forever. I came in as the acting brand manager for Guinness for three months. After that stint I was confirmed in the role of assistant brand manager, Heineken, and I have not looked back since. On December 8, I was promoted to brand manager, Heineken and it has been awesome; I work for an amazing company and I am a part of a high-performing team that is very solution-oriented.

TL: How long have you been in this job?

IJ: I have been in the role of brand manager, Heineken for four months. However, I have been in brand management at Diageo for approximately four years.

TL: What’s great about your job?

IJ: The great thing about my job is that I get an opportunity to manage some of the greatest brands in the world. Here at Diageo we are consumer-and customer-driven and our decisions are grounded in insights. It is a great experience because I am constantly learning, as we have to be a step ahead of our consumers to ensure that the brand is always relevant and fresh in their eyes.

TL: What attracts consumers to your brand/brands?

IJ: Heineken is a premium and international brand with a very direct strategy. The brand is global and it attaches itself to other global icons. Take, for example, its link with the recent James Bond movie Skyfall and the UEFA Champions League. The brand’s mantra is all about allowing our consumer to be a “man of the world” and we try to do that with every interaction that we have with them, from our in-market executions, and advertising and supermarket displays. We always try to ensure that we are very distinctive and stand out from other brands in the category, and the consumers gravitate to that. When they choose our brand they are allowing the brand to take them on a journey and they want to show that they know their way around and can navigate this journey called life.

TL: Where can consumers find out more about your brand?

IJ: Consumers can get information about the brand and our campaigns by visiting the Heineken Facebook page; find us on Instagram @Heineken_ja or follow us on Twitter @Heineken_ja or visit www.Heineken.com.

TL: Tell us something we might not know about your brand.

IJ: The Heineken “A Yeast” that was created in 1886 is still used today in the creation of this beautiful lager beer.

TL: Do you have any additional news you wish to share with your customers?

IJ: As we continue to excite our consumers we will launch our UCL (Champions League) platform for the exciting quarter- finals in participating outlets islandwide culminating in a final viewing party on June 6, at Barbican Beach. For the Carnival lovers we have something special for you: On April 12, we will be executing Heineken Rio at 1 Waterloo Road by the Heineken keg. It’s $1,000 pre-sold and $1,200 at the gate. What’s even better about it is that revellers get in free with their armbands. See you on the road…

Win! Win! Win

The first six Thursday Life readers to send the correct answer by e-mail to marketingpromotion@jamaicaobserver.com by 12:00 noon today, Thursday, April 2, 2015, will each win a Heineken gift basket containing: A Heineken cap, beach towel, ear buds, T-shirt, Heineken can cooler bag and a Heineken six-pack.

Winners will be contacted by telephone. Please include your name, occupation and contact number. Prizes will be presented at the Jamaica Observer head office, 40-42 1/2 Beechwood Avenue, Kingston 5. A valid form of government identification must be presented in order to collect the prize. Persons must be 18 years and older to enter.

AUTHORISED UNDER SECTION 58 OF THE BETTING, GAMING & LOTTERIES ACT.

The Jamaica Observer reserves the right to use winners’ images in any advertising or promotional activity without compensation.

Employees of Jamaica Observer, ATL, ATL Automotive, Island Routes, Sandals, Beaches or Grand Pineapple Resorts and their families, ie parents, spouse, siblings and children are NOT eligible to enter.