WHITE PLAINS, N.Y. - Heineken USA announces the appointment of Darrell Johnson as senior director, regional marketing. In his new role, Johnson will report to Kheri Tillman, vice president of trade marketing and sales strategy, and will be responsible for leading the regional marketing group, as well as driving local programs and sponsorships that support brand marketing strategies.
“Darrell is a fantastic asset for Heineken USA. His extensive experience in strategic planning and marketing, combined with his proven ability to translate innovative ideas into action, will help accelerate the momentum of our brands at the regional and local level,” said Tillman.
Johnson brings more than 20 years of marketing and business development experience to Heineken USA’s Regional Marketing team. Most recently, Johnson served as senior director of innovation, sparkling beverages, for the Pepsi-Cola Company where he oversaw the development of the company’s five-year innovation and growth plan.
Before this, Johnson held positions of increased marketing responsibility at Pepsi-Co, varying from Sports Marketing with various professional leagues and franchises, to managing a portfolio of Premium Beverages.
At Heineken USA, Johnson will work with brand marketing, trade marketing activation and the regional marketing directors to develop a strategy and process for local programming, ensuring consistent execution against national brand strategy at the local level. He will guide program development, oversee execution, facilitate cross-regional trade promotions and interface with the regional sales VP’s to assess program performance.
In addition to his Pepsi-Co experience, Johnson honed his management skills as regional development director, Brown University and group manager at United Way of New York City. Johnson holds a Bachelor of Arts in Government from Wesleyan University in Middletown, Conn., and an MBA from Boston College, Wallace E. Carroll Graduate School of Management.