Heineken restructures marketing function as global CMO exits

Stefan Orlowski, president of the Americas, will lead the company's consolidated European region.

AMSTERDAM: Heineken is restructuring a number of global marketing roles, abolishing the chief strategy officer position and combining the CMO and chief sales officer roles into one chief commercial officer job, it said Tuesday.

Global CMO Alexis Nasard will leave the business in June. Chris Barrow, chief strategy officer, will also depart the following month.

Jan Derck van Karnebeek, president of Central and Eastern Europe and global chief sales officer, will assume the newly created chief commercial officer role.

Stacey Tank, former SVP and chief corporate relations officer at Heineken USA, left the company last month to lead communications and external affairs at The Home Depot, reporting to CEO Craig Menear. Tara Rush-Tripp, senior director of corporate communications, began acting as interim corporate relations leader at that time.

The international business will be reorganized into four regions, with the existing Western, Central, and Eastern Europe segments united under one European region as part of the changes, which the company said it is making to "accelerate the delivery of its global strategy."

Stefan Orlowski, president of the Americas, will lead Europe. The existing Africa-Middle East region will be combined with Russia and Belarus to form a new region, Africa-Middle East and Eastern Europe.

The new structure will be effective in July. Heineken said it reorganized to eliminate duplication and streamline decision making.

"The changes announced today will make us a more agile organization," said Jean-François van Boxmeer, chairman of the executive board and CEO. "Our management structure will be flatter, our operating companies more empowered, and our cost of doing business lower."

 This story originally appeared on Marketing.

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