Heineken global marketing boss Soren Hagh moves to Italy to take on MD role

Hagh is leaving Heineken's global marketing role to become Heineken Italia MD.

AMSTERDAM: Heineken has appointed global marketing chief Soren Hagh as MD of the company’s Italy operation.

Hagh, who is moving on from his marketing role after three years, is succeeding Edwin Botterman at Heineken Italia. Botterman is stepping down after seven years at the helm to become MD of Alken Maes, the operating company of Heineken in Belgium.

Hagh, who was listed on Marketing’s Power 100, joined Heineken in 2013 as executive director of global marketing.

He was instrumental in helping the brand pick up Creative Marketer of the Year at the Cannes Lions International Festival of Creativity last year, for the second time.

Before joining the Dutch brewer, he worked at L’Oréal as GM in the UK, Germany, and for Europe. He also spent three years at Lego in Italy as head of marketing and has previously worked at drinks multinational Diageo.

"We have made significant changes over the past year. That may be surprising, because we are doing well, but we operate in a fast-changing world," said Hagh, reflecting on his last 12 months at Heineken. "The adjustments are intended to create an organization that will allow us to win in the future."

This story originally appeared on Marketing.

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