Heineken snaps up PepsiCo marketer Cindy Tervoort to be UK marketing boss
Heineken has poached PepsiCo senior marketer Cindy Tervoort to head up its marketing in the UK.
She replaces Jacco van der Linden, who was promoted to managing director of Heineken’s operating company in China earlier in the year. Tervoort joins in January, when she will have oversight of the strategies for beers such as Heineken, Desperados and Sol locally as well as become part of the UK’s management team.
She will report to David Forde, Heineken UK’s managing director, who said of her appointment: “Cindy brings with her a wealth of experience, particularly driving growth and innovation. She arrives in our UK business at a very exciting time, as we continue to invest and innovate in our fantastic portfolio of cider and beer brands. I look forward to welcoming her into the team in January.”
At PepsiCo, Tervoort is head of marketing for cereals in the Western Europe and Africa region. Her switch to Heineken caps off a nine-year stint at the snacks maker, where she has held senior roles including past nine years and has held various senior roles including marketing director for snacks in the Netherlands and marketing director for cereals in the UK & Ireland. Prior to this, she held various marketing roles during a ten year spell at Unilever.
Tervoort's arrival follows a year of structural upheaval for Heineken’s marketing and sales teams, with the removal of regional marketing and regional sales roles. It stemmed from its decision to combine its global chief marketing and sales officer roles into a newly created position – the chief commercial officer. The changes have been done to he removal of regional marketing and regional sales roles, an issue Tervoort will no doubt be tasked with helping to resolve in the UK once she starts.