In her new role, Tillman will focus on delivering a "brand-centric" view of the entire Heineken [image-nocss] USA portfolio through integrated commercial strategy and planning steeped in consumer insights. Tillman will also sit on the sales leadership team, helping to deliver a clear and consistent alignment across the company's marketing and sales operations.
"We believe the ability to create marketing and commercial programs that are compelling to our retailers and exciting and effective for our consumers is critical for Heineken USA to reach its full potential as the leading upscale beer company in the U.S.," said Chris Steffanci, senior vice president of sales for Heineken USA. "To ensure we're delivering against this ambition, we decided to create a commercial center of excellence to best support our field operations. Kheri's proven success in brand management and marketing knowledge made her the ideal candidate for this role."
This new center of excellence will focus on five central activitiestrade marketing activation, marketing services, regional marketing, on-premise strategy and commercial planningto strengthen the insights-driven programs and to facilitate a more consistently executed brand strategy across Heineken USA's business partners in the three-tier system.
Tillman joined the beer importer in 2007 as vice president for the Amstel Light and Dos Equis brands. Since then, she added the Newcastle Brown Ale brand to her portfolio management.
Under Tillman's leadership, the Dos Equis brand has consistently grown double digits, the company said, becoming the No. 7 import brand in the country and the fastest growing in 2009. She also oversaw the development of new brand propositions for both Amstel Light and Newcastle, which helped drive brand health gains for both brands.
In his new role, Westcott-Pitt will be responsible for the overall strategy and continued development of key portfolio brands Dos Equis, Newcastle and Amstel Light as actions are taken to drive their growth to new heights.
Westcott-Pitt joined Heineken USA in 2009 as brand director of Newcastle Brown Ale.
Christian McMahan, Chief Marketing Officer, Heineken USA said, "Colin has been a fantastic addition to the Heineken USA team since joining and has quickly gained success through his efforts across all elements of the marketing mix. I look forward to him bringing his passion for consumers and considerable experience to make an even greater impact across the broader portfolio."
Westcott-Pitt has spent much of his career in the adult beverage industry in a range of marketing positions in the United Kingdom and the United States.
He will be based in the new Heineken USA Marketing & Innovation Center located in the New York City office and will report to McMahan.
White Plains, N.Y.-based Heineken USA, the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler nonalcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.
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