Brewer claims move is “necessary” to stand apart from rivals and spearhead digital drive.

The brewer aims to restructure its London and Edinburgh based marketing teams to reflect what it describes as the increasing importance of “innovation, media and digital” and to better compete in the beer and cider markets.

A staff consultation is currently underway and it is expected that the new structure will be in place by 1 May. Heineken currently employs 104 marketing staff and around 60 roles at various levels of seniority will be affected by the changes. Individual roles may change, be located to a different office or see their level of seniority alter, while some roles will be axed.

Heineken said despite the reshuffle, the team would be “broadly similar” in size and headcount to its current offering. 

In a statement the company added: “At this stage, these are simply proposals and we are consulting with those who would be affected by the changes. If fully implemented, the new structure will ensure that we have the right marketing support behind our brands and the full capabilities necessary to compete effectively as the UK’s leading cider and beer business.”

The move follows a year that saw the UK brewer’s parent business shake up its global approach to marketing as it looks to create a digital platform for its flagship beer brand. Additionally, Heineken told Marketing Week last June it is reaching out to independent designers to develop marketing initiatives in a bid to be less reliant on sport and music sponsorships.