Trade Resources Industry Views Heineken Trims Aims to Increase Sales

Heineken Trims Aims to Increase Sales

Dutch brewer Heineken has revamped its leadership teams and regional strategy in a bid to improve revenues.

Several executives will leave the group as it plans to restructure its business to focus around four geographic regions.

This move comes after the company had reported its slowest revenue growth in seven years - of just 0.1% to €21.2bn.

Heineken's chief strategy officer Chris Barrow, who led the group's strategy since 2013 will leave the company in July alongside Western Europe operations regional president Alexis Nasard and Africa Middle East division president Siep Hiemstra.

Nasard will leave at the end of June while Hiemstra will retire in August.

Heineken plans to consolidate the roles of chief marketing officer and chief sales officer into a single position.

Heineken also plans to align its business around four regions - Western, Central and Eastern Europe will be consolidated into a single division with focus mainly on the European Union. This business will be led by the company's Americas president Stefan Orlowski.

Heineken will merge its Africa Middle East region with Russia and Belarus units. However, the present Americas and Asia Pacific divisions will remain the same.

 

Source: http://www.drinks-business-review.com/news/heineken-trims-management-to-lift-flat-sales-010415-4544735
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Heineken Trims Management to Lift Flat Sales