Heineken USA Names New Chief Marketing Officer

Teles promises to challenge the status quo, make bold moves

Published in CSP Daily News

Nuno Teles

WHITE PLAINS, N.Y. -- Heineken USA, America’s leading upscale beer importer, appointed Nuno Teles as the company’s new chief marketing officer. In March, Teles will join the company’s management team and will report to chief executive officer Dolf van den Brink.

Teles joins Heineken USA from Heineken Brazil, where he served as CMO and successfully grew the Heineken brand by 500% over his four-year tenure, helping it achieve the top market share position among all premium imported brands in the country. As a result of these achievements, Teles was recently named the 2012 “Best Marketing Professional” by LIDE (a group of the top 100 companies in Brazil).

Prior to his role in Brazil, Teles held a variety of marketing roles at Heineken in Lisbon and Amsterdam. He originally joined the business through the acquisition of Scottish & Newcastle.

Teles began his career at Unilever, spending eight years in a variety of marketing and innovation roles across Europe. He later led marketing for a mobile phone start-up and ran his own successful fashion retail and wholesale business.

“Nuno brings incredible passion, creativity and drive to his work, and he is exactly the right leader to take our portfolio of upscale, badge brands into the next phase of our growth journey,” said van den Brink. “I’m thrilled to have him join the Heineken USA management team.”

“I’m honored and excited to drive the Heineken USA brand portfolio to the next level and be part of such a winning management team,” said Teles. “In this competitive beer market, to win with consumers, we need to challenge the status quo and aim to change things with bold moves.”

Teles holds an MBA from IMD in Switzerland. He currently lives in Sao Paolo and will be relocating to the United States with his wife and four daughters in the coming weeks. Teles will be based in the New York City office with Heineken USA’s marketing team.

Heineken USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International BV, the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. Heineken USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.

Keywords: 
beer, people