Heineken USA Names New Senior Brand Director

Osminkina brings global marketing and new brand/business development experience to marketing team.

Heineken USA has appointed Olga Osminkina to the position of senior brand director, Heineken Lager. 

In her new role, Osminkina will report to Laurent Theodore, vice president of marketing for Heineken and will be responsible for the overall strategy and sustained development of flagship Heineken Lager in the U.S. market. 

Osminkina brings 12 years of marketing and business development experience from around the globe to the Heineken team. Most recently, Osminkina served as executive director, global marketing, for Estee Lauder companies where she managed all aspects of marketing and business development across three brand introductions. She also brings extensive experience in rejuvenating brand performance, most recently in the perfumery and skin care segments, resulting in No. 1 rankings and record shares in priority markets. Osminkina has received numerous awards including an EFFIE for Best Brand Building Campaign, 2010 and P&G’s Presidents Award for Brand Building, 2010.

At Heineken USA, Osminkina will lead the integrated marketing, communication and brand activation strategies for the Heineken Lager brand to ensure optimum penetration and sustained volume and share growth across multiple consumer segments. She will work closely with a broad range of stakeholders to ensure the superior execution of all marketing initiatives.

“We are thrilled to welcome Olga to the Heineken team,” said Laurent Theodore. “Along with her extensive experience in consumer marketing and strong track record of reinvigorating brands, Olga brings a creativity, passion and an entrepreneurial spirit to her work that will help drive the iconic Heineken Lager brand to new heights in the U.S.”

“I’m thrilled to have the opportunity to take on this challenge and apply my leadership skills and marketing insights to the Heineken organization,” said Osminkina. “It is an honor to join the Heineken team. I am confident that together we will drive continued performance of the Heineken Lager brand and reinstate it as the viable premium beer choice among or trade partners and consumers.”

Osminkina holds a Bachelor of Science in Business Administration and Marketing Management from TOURO College and an Executive MBA from SDA Bocconi School of Management. She is currently working towards her Fashion Design Certification at the Parsons School of Design in New York.

 

 

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