Heineken Malaysia appoints new marketing director

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Heineken Malaysia has named Willemijn Sneep (pictured) as its new marketing director, effective 1 November, replacing Pablo Chabot who has taken on a similar role in Berlin. Sneep reports to MD Roland Bala and will build on the solid foundation and momentum set by Chabot. She will also continue to drive the premiumisation and growth of Heineken Malaysia's portfolio of beers.

Sneep is currently with Lion Australia, where she has been the country manager for the Heineken beer brand since August 2020. Before joining Lion Australia, she was the head of marketing for the Gulf Region at Sirocco FZCO, Heineken’s joint venture with Emirates Group in Dubai.

Meanwhile, Chabot joined the Malaysia team in 2019, replacing Jiri Rakosnik. He was previously marketing manager for the Heineken beer brand in China. In his role, Heineken's spokesperson told A+M that he had a strong focus on "driving his team's capability development, building a great talent pipeline and making Malaysia an important exporter of talents to the region and beyond".

"Furthermore, he fostered a culture of creative courage with several ground-breaking campaigns and championed and built a truly integrated commercial function that has been driving superior growth and premiumisation," the spokesperson added.

Some of the notable achievements during Chabot’s tenure as the marketing director at Heineken Malaysia are campaigns such as the Tiger Street Food Virtual Festival, the Year of the Tiger NFT collection (Tiger Archives), the launch of Edelweiss wheat beer, and the House of Guinness.