Nigerian Breweries Plc, a leading HEINEKEN operating company, has appointed Sarah Agha as its new Marketing Director, effective June 1, 2025.
The announcement was made by Managing Director Hans Essaadi, who highlighted Agha’s role in steering the company’s marketing strategy and portfolio development under the ambitious EverGreen 2030 plan.
Agha, a seasoned marketing executive, will focus on a consumer-led approach to strengthen Nigerian Breweries’ dominance in mainstream and premium segments while exploring new growth opportunities beyond beer. “With Nigeria’s dynamic market, Sarah’s expertise will drive transformative strategies to regain superiority and advance our leadership,” Essaadi said.
Since joining Nigerian Breweries in 2018, Agha has delivered exceptional results, managing iconic brands like Heineken, Desperados, Star, Gulder, and Legend Extra Stout. Her leadership saw the successful launch of Desperados in Nigeria—one of only three African markets to achieve this in 25 years—and the Heineken sleek can, which became the top-selling beer in the 33cl SKU segment. Agha also spearheaded the Heineken Trophy Tour, elevating Nigeria to one of Heineken’s top ten global markets, and co-developed the “Access the Stars” music talent show with Access Bank and Star Lager.
Most recently, as AME Regional Marketing Excellence Director at HEINEKEN International, Agha shaped competitive consumer portfolios and enhanced brand-building strategies across the Africa, Middle East region. She fostered collaboration with HEINEKEN’s operating companies, shifting focus to execution-driven capabilities.
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Agha’s career spans over two decades in fast-moving consumer goods (FMCG), telecommunications, and advertising. A chemical engineering graduate from Obafemi Awolowo University, she transitioned into marketing, beginning at Research International Market, where she delivered insights for brands like Unilever and UBA.
As Commercial Director at InterC Network, Agha revitalized Intercellular, Nigeria’s first private telecom, doubling revenue through portfolio rebuilding and e-commerce platforms. At Insight Communications, she rose to Business Director, securing accounts like Tecno and StarTimes, and earned the Most Innovative Staff Award in 2012.
At HEINEKEN’s Global Commerce Division in Amsterdam, Agha refreshed brand-building models and strengthened global marketing capabilities. Her advocacy for gender equity and inclusive leadership has made her a respected mentor, championing women’s empowerment in the industry.
“Nigerian Breweries is poised for growth, and Sarah’s strategic vision and passion for brand-building make her the ideal leader for this journey,” Essaadi added.
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