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Andrea Quaye – Image: BizCommunity

Heineken Beverages has recently announced the appointment of Andrea Quaye as their new Marketing Director. This move signals a strategic shift in their marketing approach and aims to strengthen their presence in the competitive beverages market.

Andrea joins Heineken Beverages from The Coca-Cola Company, where she served as global vice president for the Coffee Category based in Ireland. During her tenure in Dublin, she was instrumental in leading the three-year strategic planning for Coffee, developing a multi-year innovation pipeline, and positioning global brands on a worldwide scale.

The appointment by Heineken Beverages reflects its commitment to enhancing its brand presence and expanding market reach in an increasingly dynamic industry landscape.

A Seasoned Marketing Professional

With a background in marketing and a proven track record in strategic brand management, Andrea is poised to steer Heineken’s marketing initiatives to new heights. Her previous successes include driving impactful marketing campaigns and fostering consumer engagement across diverse markets.

Andrea brings with her over 20 years of extensive experience in the FMCG sector across Africa. She has a distinguished career history, having managed some of the largest brands in the Beer category during her time at SABMiller/ABInBev from 2003 to 2019, and in Personal Care at Unilever from 1997 to 2002.

Image: YouTube, Heineken Beverages

Heineken Beverages Welcome Andrea

Following Andrea’s appointment, Heineken Beverages’ managing director Jordi Borrut expressed his confidence stating, “We are delighted to welcome Andrea back to South Africa and into the Heineken family. Her expertise and leadership will be pivotal as we continue to grow and innovate in the dynamic beverage industry. With Andrea at the helm of our marketing team, we are poised to further strengthen our brand presence and connect even more deeply with our consumers”.

HEINEKEN Beverages says that Andrea’s talents will see her steering its diverse portfolio of renowned brands in South Africa, including:

  • Heineken
  • Amstel
  • Savanna
  • Durbanville Hills
  • JC le Roux, and
  • Amarula

Under Andrea’s leadership, Heineken aims to innovate its marketing strategies to resonate more deeply with consumers. This includes leveraging consumer insights, embracing digital platforms, and reinforcing its commitment to sustainability and responsible drinking practices.

Her remarkable ability to rejuvenate businesses and establish new categories is well-recognized, and her deep understanding of the industry and market is a valuable asset.

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