Major global management rejig at Heineken

Heineken has made a major rejig to its management team.This will see three of its top executives, including global chief marketing officer Alexis Nasard, who also holds the dual role of regional president of Western Europe exit.Heineken, also the world’s third largest brewer, will combine the roles of global CMO and chief sales officer into the newly created position of chief commercial officer, filled by Jan Derck van Karnebeek. Van Karnebeek is currently the president for central and eastern Europe and global chief sales officer. Nasard’s last day is June 30 this year.Other exits include chief strategy officer Chris Barrow and president Africa Middle East Siep Hiemstra.Jean-François van Boxmeer, chief executive and chairman of Heineken 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. The new executive team consists of proven leaders who will build on the outstanding work done by the Heineken executive committee over the last few years."The business will be regrouped around four geographic regions. Frans Eusman, chief business services officer, becomes president of the existing Asia Pacific region. The existing regions of Western Europe and Central and Eastern Europe will be united to form a single Europe region, focused primarily on the European Union markets. Stefan Orlowski, President Americas, will lead this region.The existing Africa Middle East region will be combined with Russia and Belarus to form a new region, Africa Middle East and Eastern Europe.  Roland Pirmez, president Asia Pacific, will lead this new region.Marc Busain, managing director CM/Heineken Mexico, becomes president of the existing Americas region.The new structure will be operational from 1 July this year. In the coming three months, further work will be undertaken in order to eliminate duplication, streamline processes and simplify decision-making, said the company.In Asia Pacific, Heineken owns Tiger Beer maker Asia Pacific Breweries – the latter being a major player in advertising. This comes after a high-profile buyover in 2012 from former shareholder Fraser and Neave for SG$5.6 billion for the latter’s stakes. Marketing has reached out to the Heineken Asia team for more details on how Asia operations will be affected. However, a spokesperson said the company could not comment beyond information in its official release.