Heineken appoints new marketing director for its SA operations

By our African Marketing Confederation News Team | 2024

Ex-South African returns from senior marketing job in Ireland with The Coca-Cola Company to take over at Heineken Beverages.

Heineken Beverages has announced the appointment of Andrea Quaye as its new Marketing Director for its SA operations, effective from July 2024. In her new role she will spearhead the marketing strategy and lead the marketing team.

Andrea Quaye. Photo Heineken Beverages

She joins Heineken from The Coca-Cola Company, where she served as Global Vice President for the Coffee Category, based in Ireland.


During her tenure in Dublin, she was instrumental in leading the three-year strategic planning for Coffee, developing a multi-year innovation pipeline, and positioning global brands on a worldwide scale.


Quaye’s new position sees her steering Heineken Beverages’ diverse portfolio of local brands in South Africa – including Heineken and Amstel beers, Savanna cider, Durbanville Hills wine, JC le Roux sparkling wine and Amarula liqueur.


Impressive track record in building brands that resonate authentically


A South African, Quaye’s return to her home country marks a new chapter for the company. “Her impressive track record in building brands that resonate authentically with consumers and customers, combined with her dedication to fostering capability, passion, and pride among her teams, makes her the ideal candidate to lead our marketing endeavours,” Heineken Beverages says in a statement.


“Her remarkable ability to rejuvenate businesses and establish new categories is well-recognised, and her deep understanding of our industry and market is a valuable asset.”


Quaye brings with her over 20 years of experience in the FMCG sector across Africa. She managed some of the largest brands in the Beer category during her time at SABMiller/ABInBev from 2003 to 2019, and in Personal Care at Unilever from 1997 to 2002.

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