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Heineken USA Appoints New Vice President Of Marketing


The senior management shuffle at Heineken USA could be coming to a close with company veteran Filip Wouters this week being named as vp of marketing for Heineken brand equity (which includes Heineken lager and Heineken Premium Light).

Wouters will take over Nov. 1, succeeding Andy Glaser who left the company last month and recently became svp-business at Mo√ęt Hennessey. Glaser, who led the 2006 introduction of Heineken Premium Light, stepped down from his post in April but remained with the Dutch brewer’s U.S. arm in White Plains, N.Y. His resignation followed the departure of former president and CEO Andy Thomas in September 2007.

Sources familiar with the company said Thomas’ decision to leave was a result of a clash with Massimo von Wunster, who will also step down from his post this month as regional president of Heineken Americas to return to Italy (his home country).

John Nicolson, formerly the managing director Eastern Europe, Asia and USA for Scottish & Newcastle will take over von Wunster’s post on Oct. 1. Don Blaustein has since succeeded Thomas as president and CEO, and hired Diageo vet Christian McMahan as svp and CMO in July.

Wouters most recently served as marketing and commercial excellence director in the Caribbean and Central American region of Heineken Americas. In that position he led regional marketing, sales and distribution strategy, as well as the introduction of Heineken Premium Light in three Caribbean markets. Those markets include Puerto Rico where Heineken Premium Light grabbed a 1.5% market share within a year of launching.

“It was critical to select a candidate with a proven track record of leadership, experience within the import category and an appreciation for local market dynamics but also a perspective on the global identity that makes Heineken so special in countries around the world,” McMahan said in a statement. “Filip’s experience . . . will bring an important perspective as we look to deliver against our ambitious growth objectives for the Heineken brand equity and to continue to effectively connect with our consumers at all possible touch points in this increasingly competitive marketplace.”

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Friday, November 24, 8:21 pm

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