Heineken restructures marketing function; global CMO exits

Stefan Orlowski, current president of Americas, will lead Europe

Heineken has announced a restructure that will lead to head office functions being streamlined, the chief strategy officer abolished, and the CMO and chief sales officer roles combined under one new chief commercial officer role.

Following the announcement, Alexis Nasard, global chief marketing officer, will leave the business in June. Chris Barrow, currently chief strategy officer, will also leave in July.

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

As part of the changes, made to "accelerate the delivery of its global strategy," the business will be regrouped under four regions, with the existing Western, Central and Eastern Europe segments united under one single Europe region.

Stefan Orlowski, current president of 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 from July and, Heineken said, has been developed to eliminate duplication and streamline decision making.

Jean-François van Boxmeer, chairman of the executive board and chief executive officer, 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."

This article first appeared on marketingmagazine.co.uk.

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