Cannes Lions Heineken Restructure

Heineken global streamlining strategy to include departure of CMO Alexis Nasard


By Stephen Lepitak, -

March 31, 2015 | 3 min read

Heineken is to alter its global strategy which will include the union of its presence within Western, Central and Eastern Europe to form one European region and the combination of the chief marketing officer and chief sales officer role at global level.

Jan Derck van Karnebeek, president central and Eastern Europe and global chief sales officer, will assume the position of chief commercial officer with Alexis Nasard, regional president, Western Europe and global chief marketing officer set to depart the company.

Meanwhile Stefan Orlowski, currently president Americas, will lead the European region and the existing Africa Middle East region will be combined with Russia and Belarus to form a new region, Africa Middle East and Eastern Europe, led by Roland Pirmez, president Asia Pacific.

Asia Pacific will now be run by Frans Eusman, chief business services officer and Marc Busain, managing director CM/Heineken Mexico, will become president of the existing Americas region.

The streamlining, according to Heineken, will allow it to work in a "more agile" manner to consumer needs, while also being cost effective.

Jean-Fran├žois van Boxmeer, chief executive and chairman of Heineken, said; "The changes announced today will make us a more agile organisation. Our management structure will be flatter, our operating companies more empowered and our cost of doing business lower. The new executive team consists of proven leaders who will build on the outstanding work done by the Heineken executive committee over the last few years."

Nasard will depart on 30 June after five years at the company.

Jean-Fran├žois van Boxmeer said of Nasard's impending departure: "Alexis has been a very strong leader. As chief marketing officer he step-changed the marketing agenda, with significant progress in innovation and global brands, particularly Heineken. This culminated in Heineken being awarded Cannes Lions 'Marketer of the Year 2015'. As president of Western Europe, his highly focused strategy based on commercial assertiveness and cost discipline delivered top and bottom line growth and broad market share gains. He leaves Heineken with our genuine thanks and best wishes for his future."

Chris Barrow, chief strategy officer, has also decided to leave the company in July.

Cannes Lions Heineken Restructure

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