As the only female chief corporate relations officer at a major US beer brand, Stacey Tank is quite unique. Since joining Heineken USA, she has worked to boost the company’s reputation among key audiences, employees, and distributors.
Tank has also streamlined the company’s PR strategy by forging stronger relationships between its 13 brand teams, driving a more coordinated approach to media relations. As a result, the overall portfolio garnered 2.8 billion unique media impressions during the course of 2013, a 278% increase from the prior year.
She has helped set the brand apart from others in the crowded beer category through programs such as the hugely popular Departure Roulette to the introduction of Heineken’s first non-beer product, Strongbow cider.
Of equal note are Tank’s efforts to boost the brand’s work to promote responsible alcohol consumption, including a partnership with Health Alliance on Alcohol and work with the Taxi Magic app tied to the launch of Newcastle’s Cabbie Black Ale.
She has also led the organization through several demanding reputation challenges, including Heineken’s withdrawal from sponsorship of New York’s St. Patrick’s Day Parade due to the exclusion of the LGBT community.
Tank led proactive communications during a bottle recall, which included videos to show distributors how to remove defective bottles from circulation. Under her guidance, the company’s communications team corrected a false rumor that Heineken sponsored dog fighting in Mongolia.
She has also played a key role in boosting employee engagement from 22% to more than 68% – an all-time high – while the company’s 2013 Day of Giving drew a record number of staff volunteers – 80 – who helped revamp a Bronx community garden.
"As the youngest member of Heineken USA’s management team, Stacey is a trailblazer," says CEO Dolf van den Brink. "Her individual purpose has always been about pushing boundaries and proving that the impossible is possible. By continuously challenging herself and her colleagues, Stacey continues to drive success."
• Tank is vice chair of the National Association of Beverage Importers
• She is a board member of the Business Council of Westchester, the Ad Council board, and the Network of Executive Women
• Tank is also a member of The Wisemen, an organization of senior executives in PR and corporate communications
• She is a New York City Education Ambassador for Bright Pink, a nonprofit that supports young women at high risk of breast and ovarian cancer