Heineken Indonesia's Jessica Setiawan takes on APAC regional role in Singapore

Jessica Setiawan, marketing director of Multi Bintang Indonesia (part of The HEINEKEN Company), has been appointed to a regional position within the brewer’s APAC Marketing Excellence Team. Effective 1 August 2025, she is now based in Singapore as head of marketing and capability, APAC.

“As brand building becomes increasingly important, my focus will be on building marketing capability for our APAC talents and growing mainstream brands portfolio across APAC in close partnership with the local markets, as well as stepping up on creativity,” Setiawan told MARKETING-INTERACTIVE.

After leading marketing at Multi Bintang Indonesia for the past five years, Setiawan views the new role as a natural next step. “It’s an opportunity to live my purpose and play a bigger role in the APAC region as part of The HEINEKEN company, focusing on growing APAC marketing talents and putting a spotlight on our local jewel brands across different countries, like BINTANG in Indonesia.”

Don't miss: Heineken taps the senses with multisensory 'Ahhh-fterwork' campaign in Indonesia

Setiawan has been with Heineken for 14 years and returned to Multi Bintang Indonesia in September 2020 as part of its management team, leading marketing and overseeing flagship brands including Heineken and the BINTANG beer portfolio, as well as launching innovations such as BINTANG Crystal, BINTANG Anggur Merah, and most recently BINTANG Arak.

Under Setiawan’s leadership, Heineken Indonesia launched some of its most culturally resonant campaigns, including “Ahhh-fterwork”, which reimagined the city’s after-hours culture. Designed as a multisensory experience, the campaign tapped into scent, sound, sight, taste, and touch to highlight Heineken’s brewing heritage while reframing afterwork time as an opportunity to recharge and reconnect.

She also oversaw “Football time-off day”, which brought UEFA legends Bastian Schweinsteiger and Luís Nani into Jakarta offices alongside the Champions League Trophy. The activation tapped into Indonesia’s massive football fanbase, surprising employees at over 50 workplaces and creating a moment of shared passion between brand and fans.

Before returning to Indonesia, Setiawan worked across global, regional, and local markets within The HEINEKEN Company.

Heineken’s roots in Southeast Asia run deep. In Indonesia, its story began in 1936 when the Heineken Group became the main shareholder of the brewery that would evolve into Multi Bintang Indonesia. Just across the strait, Heineken established itself in Singapore even earlier - through Malayan Breweries in 1931, now Asia Pacific Breweries Singapore.

While Heineken does not break out its employee numbers for APAC specifically, the company employs around 85,000 people globally and sells its products in 190 countries, according to its website. In 2023, the APAC region contributed €4.16 million (US$4.84 million) in revenue.

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