Heineken USA Appoints Senior Director of Regional Marketing

Johnson will drive local programs, sponsorships that support brand marketing strategies

Published in CSP Daily News

Darrell Johnson

WHITE PLAINS, N.Y. -- Heineken USA Inc. has announced the appointment of Darrell Johnson as senior director of regional marketing. In his new role, Johnson will report to Kheri Tillman, vice president of trade marketing and sales strategy and will be responsible for leading the regional marketing group, as well as driving local programs and sponsorships that support brand marketing strategies.

"Darrell is a fantastic asset for Heineken USA. His extensive experience in strategic planning and marketing, combined with his proven ability to translate innovative ideas into action, will help accelerate the momentum of our brands at the regional and local level," said Tillman.

Johnson brings more than 20 years of marketing and business development experience to Heineken USA's regional marketing team. Most recently, Johnson served as senior director of innovation for sparkling beverages for Pepsi-Cola Co. where he oversaw the development of the company's five-year innovation and growth plan.

Prior to this, Johnson held positions of increased marketing responsibility at PepsiCo, varying from sports marketing with various professional leagues and franchises, to managing a portfolio of premium beverages.

At Heineken USA, Johnson will work with brand marketing, trade marketing activation and the regional marketing directors to develop a strategy and process for local programming that ensures consistent execution against national brand strategy at the local level. He will guide program development, oversee execution, facilitate cross-regional trade promotions and interface with regional sales vice presidents to assess program performance.

In addition to his PepsiCo experience, Johnson honed his management skills as regional development director at Brown University and group manager at United Way of New York City. White Plains, N.Y.-based Heineken USA, a leading beer importer, is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico.

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