Faye Wee steps down from Heineken after 13 years

Faye Wee, head of innovation, design and experiences, global Tiger brand at The Heineken Company has stepped down from her role after 13 years with the company, according to Wee in a conversation with MARKETING-INTERACTIVE. 

Wee joined the company's Asia Pacific Breweries Singapore arm in 2013 as a senior brand manager for Dark Beer. She was quickly promoted up the ladder to head of channel marketing and then marketing director in 2019.

At the time, Wee told MARKETING-INTERACTIVE that her time has ABPS was incredible. "There are so many memorable campaigns I have been part of but what come to mind are the most recent ones. In 2020, when Singapore went into the Circuit Breaker, the Tiger brand was quick to rallying resources and people to help our F&B community tide through the tough times," she said in 2021.

Wee added at the time that Tiger is a brand so close to the hearts of Singaporeans and she has enjoyed every moment working on the brand. According to her, she is particularly proud of the launch of Tiger Crystal, a beer that spoke to an emerging generation - the Millennials - and the innovative brews that the brand launched such as Tiger Orchid.

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She held the role for three years before moving into the global tiger team as its head of innovation, design and experiences in 2021. In her role, she was responsible for overall brand strategy with accountability in brand world, visual identity and innovation, focusing on key markets in APAC.

She also spearheaded the end-to-end development of Tiger Soju Infused Lager, a strategic initiative for Heineken in the APAC region. This was launched in Tiger’s five largest markets with a campaign fronted by international K-Pop star G Dragon.

Wee was also a global account manager at FedEx and assistant key account manager at General Mills, her LinkedIn said. 

"What I will miss most would be the people and culture at Heineken. We truly know how to have fun while getting the job done. Through the challenges and successes, this is where trust is forged and camaraderie is built. I will definitely miss the incredible people I’ve had the pleasure of working with," said Wee to MARKETING-INTERACTIVE. 

"I’ve loved how Heineken has invested in my growth, letting me move across different stints from sales to trade marketing and marketing over the past 13 years. It has kept my work dynamic and exciting," she added. 

Wee went on to explain that the beer industry is incredibly vibrant and that she has had the chance to work on many exciting projects with "iconic" and "dynamic" brands such as Tiger, Guinness, and Heineken, and drive real transformation along the way.

Wee added that she will be moving into a new role in due course. 

"After many rewarding years, an exciting opportunity came along that aligns with my aspirations and career goals. This new role presents fresh challenges and opportunities, making it the ideal time for me to move forward," she said. 

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