Heineken has completed the recruitment process for its next president for its ‘Americas’ region, selecting an executive from outside the alcohol industry.
Alex Carreteiro will join the group at the start of March, Heineken said today (5 December). As well as assuming the regional lead role, Carreteiro (below) will also take a seat on the company’s executive team, alongside his counterparts for the ‘Europe’, ‘Africa & Middle East’ and ‘Asia Pacific’ regions.
The appointment comes just over two months after Marc Busain stepped down from the role after ten years. Busain left Heineken after a 30-plus-year stint to become CEO of Lipton Teas & Infusions.
Carreteiro has headed in the opposite direction, joining Heineken from Lipton’s soft drinks peer, PepsiCo, albeit from his former employer’s snacks operations. Having been CEO of the ‘PepsiCo Brazil & South Cone Foods’ division since the start of this year, he started with the group in Brazil in early 2021. The bulk of his professional career was spent at Nestlé, with nine-and-a-half of his 19 years focusing on the Nestlé Waters bottled water business.
“Alex brings extensive expertise across beverages and food, underpinned by a strong track record in M&A, post-merger integration and building high-performing, diverse teams that deliver results,” Heineken said. “Throughout his career, Alex has consistently demonstrated commercial excellence, forging deep, trust-based relationships with trade partners and linking impactful point-of-sale execution with compelling category strategies that strengthen market share and profitability.”
In a lively few days for the group, former AB InBev veteran Jorn Socquet was appointed to the role of global head of growth transformation & brand impact. Details on who held the role previously were not shared by the company.
