Heineken names outsider Rafael Oliveira as CEO tasked with boosting sales
Oliveira will lead a 6,000-job restructuring as Heineken seeks stronger sales and better investor returns amid weaker beer demand.
28 Articles
28 Articles
Heineken appointed the head of JDE Peet's, Rafael Oliveira, as its next executive director (CEO), ending a period of uncertainty in command of one of the largest breweries in the world. Exclusive material for subscribers. To have full access, access the link of the subject and register.
For the first time, beer giant Heineken is getting a top executive from outside the company. It concerns the Brazilian Rafael Oliveira, nicknamed Rafa, who was the boss of coffee group JDE Peet's, which includes Douwe Egberts, for a year and a half. With this, Heineken breaks with the tradition that the company's top boss is trained internally. That was the case with all the men who took the helm after Freddy Heineken. Moreover, they were all Du…
Times of India
The Economic TimesFrom coffee to booze: Rafael Oliveira, the new boss of Heineken
Heineken has appointed Rafael Oliveira as its new CEO, marking the first external hire for the top role. Oliveira, previously CEO of JDE Peet's, brings extensive international leadership experience from companies like Goldman Sachs and Kraft Heinz. His appointment follows a lengthy search and comes as he faces the challenge of navigating the beer industry as an outsider, according to analysts.
From October the Dutch brewer Heineken gets a new boss. The beverage manufacturer reacts to declining sales figures.
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