Heineken USA Appoints Vieira as Sr. Director of Trade Marketing Activation

Responsible for leading development of all channel strategies, retail marketing programs

Catherine Vieira

WHITE PLAINS, N.Y. -- Heineken USA has announced the appointment of Catherine Vieira as senior director of trade marketing activation, effective immediately. In her new role, Vieira will report to Kheri Tillman, vice president of trade marketing and sales strategy, and will be responsible for leading the development of all channel strategies and retail marketing programs for the Heineken USA portfolio of brands.

"We are thrilled to add Catherine's proven track record in trade and customer marketing to our Trade Marketing and Sales Strategy team," said Tillman. "Catherine's sales management experience will help guide the development of innovative retail programming and impactful customer and shopper strategies that influence retailers to carry and promote our brands."

At Heineken USA, Vieira will work with the trade marketing, field sales and category management teams to develop the overall channel and customer strategy and standards that support annual brand plans and ensure delivery of the company objectives. She will also team with field sales and marketing services to deliver impactful channel-specific trimester programs for retail.

Vieira brings more than 20 years of trade marketing, sales and account management experience to Heineken USA's trade marketing and sales strategy team. Most recently, Vieira served as director of trade marketing for Boehringer-Ingelheim, Consumer Health Care, where she oversaw day-to-day strategic development and operations of the company's trade marketing, shopper marketing, category management, sales operations and sales planning groups.

Prior to Boehringer-Ingelheim, Vieira served as director of trade marketing on-premise for Diageo, where she was responsible for brand and commercial opportunities for multiple on-premise channels. In addition, Vieira has held positions of increased sales and customer and shopper marketing responsibility at Pepperidge Farm, Frito-Lay and Procter & Gamble.

White Plains, N.Y.-based Heineken USA, a leading beer importer, is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale 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.