GLOBAL: Heineken to regroup around 4 geographic regions | Progresiv
Heineken has announced that in order to accelerate the delivery of its global strategy it will make changes to its operating model and ways of working. The changes will allow the business to better focus on growth opportunities, to be more agile in responding to consumer needs in the marketplace and more cost effective in doing so. 
The key changes are:
The business will be regrouped around 4 geographic regions. The existing regions of Western Europe and Central and Eastern Europe will be united to form a single Europe region, focused primarily on the European Union markets. Stefan Orlowski, President Americas, will lead this region. The existing Africa Middle East region will be combined with Russia and Belarus to form a new region, Africa Middle East and Eastern Europe. Roland Pirmez, President Asia Pacific, will lead this new region. Marc Busain, Managing Director CM/Heineken Mexico, becomes President of the existing Americas region and Frans Eusman, Chief Business Services Officer, becomes President of the existing Asia Pacific region.
The Head Office organisation, both functional and regional will be streamlined. The roles of Chief Marketing Officer and Chief Sales Officer will be combined at a global level in one Chief Commercial Officer role. Jan Derck van Karnebeek, President Central and Eastern Europe and Global Chief Sales Officer, will assume this position. Strategy development will be embedded in the organisation and the role of Chief Strategy Officer will be phased out. The key functions currently within Global Business Services are now successfully established and so will transfer to the CFO. As a result the new management group will be leaner and renamed Executive Team.
The new structure will be operational from 1 July 2015 with Heineken's first half performance for 2015 reported under the existing regional structure on 3 August. (www.foodingredientsfirst.com)
