Heineken UK to restructure marketing

Heineken UK is reviewing the structure of its marketing team to reflect increasing use of digital activity in campaigns for brands such as Kronenbourg and Strongbow, a move that could lead to some roles being axed.

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here