THE HEINEKEN COMPANY, Global Heineken Director of Communication & Innovation
THE HEINEKEN COMPANY, Global Heineken Integrated Communication & Innovation Manager
THE HEINEKEN COMPANY, Global Heineken Communication Manager
THE HEINEKEN COMPANY, Global Heineken Digital Manager
THE HEINEKEN COMPANY, Global Heineken Design and Concept Development Manager
THE HEINEKEN COMPANY, Global Heineken Trade Marketing Manager
COCA-COLA ENTERPRISES, Channel & Trade Marketing Manager
SMITHS FOOD GROUP, FRITOLAY, National Account Manager
Amsterdam, The Netherlands
Els is the Manager of the Global Heineken Communication and Innovation team. In this role she leads the global innovations of the Heineken Brand and the creation of the Integrated Communication Campaigns across Heineken’s innovations, Heineken® Brand and Heineken® Global Platforms.
She has a long experience working on the Heineken brand in several global positions over the past 10 years, including Communication, Digital Marketing, Design and Trade Marketing. She has been the driver in the creation of the New Heineken Creative strategy and the UEFA Champions League Integrated Campaigns. As a big football fan herself she understands the world of football fanship and has created the award-winning UEFA Champions league campaigns ‘The Prep Talk, featuring Mourinho’, ‘The Dilemma’ and ‘Unmissable, featuring Pirlo’. In her lecture, she will talk about the relevance of consumer understanding, of human nature and turning consumer insights into a successful creative strategy.
Els started her career in marketing in the FMCG sector and has a background in working for worldly brands including Coca-Cola and Lay’s. In all roles she constantly pushes towards turning ideas into reality. “I see possibilities in most situations and can inspire and direct others toward making a vision become reality”.