Heineken scraps CMO role in global restructure | M&M Global

Heineken scraps CMO role in global restructure

Heineken has scrapped the role of chief marketing officer as part of a restructure aimed to “accelerate the delivery” of its new global strategy.


The brewer’s global CMO Alexis Nasard, who also serves as regional president for Western Europe will leave the company on 30 June to pursue “ambitions outside of the company”.

The positions of CMO and chief sales officer will be combined chief commercial officer, to be assumed by Heineken’s current president Central and Eastern Europe and global chief sales officer Jan Derck van Karnebeek.

Heineken’s chief strategy officer Chris Barrow has also decided to leave the company this summer.

It comes as the firm reveals a global restructure, in the hope of boosting its slowing sales performance.

The company will be “regrouped” around four, newly-defined regions: Americas, Europe, Africa Middle East and Eastern Europe – including Russia and Belarus – and Asia Pacific.

Europe, an amalgam of Heineken’s previous Western Europe and Central and Eastern Europe divisions, led by the firm’s Americas president Stefan Orlowski.

Asia Pacific president Roland Pirmez becomes head of the new Africa Middle East and Eastern Europe region; Heineken Mexico boss Marc Busain becomes Americas president; and Frans Eusman, chief business services officer, becomes president of the Asia Pacific region.

Heineken president Jean-François van Boxmeer 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.”

Commenting on the departure of CMO Nasard, van Boxmeer added: “[Nasard] 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′.

“He leaves Heineken with our genuine thanks and best wishes for his future.”

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