The Heineken Company Appoints Sandra Amachree as Global Senior Brand Manager

The Heineken Company has appointed renowned marketing expert, Sandra Amachree as its Global Senior Brand Manager.

Prior her new appointment, Amachree, an accomplished brand expert and commercial leader, served as the Head of Marketing Communications at The Heineken Company, where she spearheaded innovative brand communication initiatives across the company’s diverse portfolio of more than 21 national and international brands. Her oversight extended to managing media excellence for two West African countries within the Heineken International Group, demonstrating her strategic vision and cross-functional expertise.

Amachree’s journey with the company has been marked by progressive roles and noteworthy achievements. She previously held the position of Senior Manager – Media, Brand PR & Sponsorships at Nigeria Breweries, where she led the entire brand portfolio, crafting bespoke narratives for each brand while also managing sponsorship acquisitions, a crucial aspect of brand promotion and consumer engagement.

Her versatile experience also includes serving as the HR Business Partner – Support Functions, where she played an important role in executing and rolling out the company’s career path framework for the Logistics division.

Dedicated to advancing the marketing profession in Nigeria and recognizing its intersection with business growth and societal impact, Amachree serves as the first female Chair-Person of the Lagos Mainland Chapter of the Nigerian Institute of Marketing (NIMN). Additionally, her contributions have been instrumental in reshaping the media capabilities of the Africa Middle East and Eastern Europe (AMEE) region at Heineken. She successfully launched and rolled out the AMEE media hub, raising the bar for media excellence practices and providing guidance to other West African operating companies within the Heineken group.

Her strategic initiatives extended to driving the implementation of the first marketing mix modelling study in the AMEE region. This groundbreaking effort aimed to optimize media investments as a critical driver of business success, while delivering positive return on investment (ROI) in alignment with HEINEKEN’s media principles and agenda to transform brand building.

Amachree’s educational background includes a B.Sc. degree in Computer Science, and she is a distinguished alumnus of the Lagos Business School, Pan Atlantic University, Nigeria. Additionally, she holds a special Executive MBA from the prestigious IESE Business School, University of Navarra, Barcelona, complemented by a Master of Business Administration from Pan Atlantic University. In her free time, Amachree enjoys the recreational pursuits of lawn tennis and golfing.