BrandArena: HEINEKEN USA Appoints Ronald den Elzen As CEO

Tuesday, 31 March 2015

HEINEKEN USA Appoints Ronald den Elzen As CEO

HEINEKEN USA has appointed the current Managing Director of HEINEKEN Portugal, Ronald den Elzen as its new Chief Executive Officer, succeeding Dolf van den Brink who will be the new CEO of Cuauhtemoc Moctezuma/HEINEKEN Mexico.

The appointment will take effect from July 1st, 2015.

Van den Brink has been with HEINEKEN for 17 years. During his six year tenure at HEINEKEN USA, he led a successful turnaround of the business, restoring top line growth and driving consistent market share gains. In his new role, van den Brink will lead Cuauhtemoc Moctezuma/HEINEKEN Mexico, HEINEKEN's largest operating company.

With over 16,000 employees, a high performance culture, a clear innovation agenda and strong brands such as Heineken, Tecate and Dos Equis, van den Brink will help CM/HEINEKEN Mexico achieve its vision of becoming the leading brewer in Mexico.

"I'm incredibly proud of everything HEINEKEN USA has achieved over the last six years. Collectively with our passionate employees and dedicated partners we have become a true portfolio company and created great momentum in the marketplace," said Dolf van den Brink said in a release. "HEINEKEN USA has a tremendous amount of potential and I believe Ronald is the right person, arriving at the right time to lead the acceleration of this business."

Ronald den Elzen is originally from the Netherlands and has been with HEINEKEN for over 20 years. He's held various positions in Finance, Sales and General Management in HEINEKEN's businesses in Amsterdam, the U.K. and Portugal. In his current role as Managing Director of HEINEKEN Portugal, he mobilized and energized the organization around a powerful growth strategy during an economic depression. Together with his team, he succeeded in growing both the top and bottom line and overtook the competition by making Heineken the leading brand in the premium segment. 

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