WHITE PLAINS, N.Y. -- Heineken USA Inc. has announced the appointment of Oscar Garcia as region vice president sales for the Central Region, effective immediately. In his new role, Garcia will report to Scott Blazek, senior vice president of sales, and he will be responsible for driving portfolio performance and delivering results through the effective management of regional resources.
"We're thrilled to bring Oscar's experience and leadership capabilities to the Heineken USA sales management team," said Blazek. "The Central Region is a critical battleground for our business, where Oscar will drive performance results and continue to develop a success-oriented culture."
At Heineken USA, Garcia will be responsible for establishing Central Region objectives, strategies and tactics and guiding account planning. He will oversee relationships with Heineken distributor partners and key regional accounts, as well as assess and improve the effectiveness of retail executions that support brand development to ensure delivery of company objectives.
Garcia joins Heineken USA from the Heineken Global Commerce Americas team where he was responsible for the deployment, coordination and rollout of the Global Sales Capability agenda in the Americas Region. He initiated his career working for The Coca-Cola Co. for three years before joining Cuauhtemoc Moctezuma (CM) International Division as business development manager in New York.
He eventually assumed the regional sales director role for Central and Eastern USA supporting CM's commercial partners in this market. He was then promoted to CM exports director, where he oversaw the strategy and development of the CM brands in international markets.
Garcia will be based in Heineken USA's Chicago office.
White Plains, N.Y.-based Heineken USA is a subsidiary of Heineken International BV, which is the world's most international brewer. 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 U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.
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