White Plains, N.Y. – Heineken USA today announced the appointment of Kheri Holland Tillman as vice president of trade marketing and sales strategy to help focus and enhance the company's efforts in creating the industry standard in delivering marketing programs to wholesalers, retailers and consumers.
In her new role, Tillman will focus on delivering a “brand-centric” view of the entire Heineken 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, 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 activities – trade marketing activation, marketing services, regional marketing, on-premise strategy and commercial planning – to 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 America’s premier 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, becoming the number seven 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.
Tillman is a graduate of Spelman College and the J.L. Kellogg Graduate School of Management, Northwestern University.