The Heineken Company has elevated Sandra Amachree, a seasoned marketing expert to Global Senior Brand Manager.
Amachree, recognized for her suave marketing strategies, has ascended to this pivotal role from her previous position as Head of Marketing Communications at The Heineken Company. In her previous role, she led innovative brand communication initiatives for a diverse portfolio of over 21 national and international brands, showcasing her strategic vision and cross-functional expertise. Notably, she managed media excellence for two West African countries within the Heineken International Group.
Amachree’s journey within the company has been marked by successive promotions and remarkable achievements. Prior to her tenure at The Heineken Company, she served as Senior Manager – Media, Brand PR & Sponsorships at Nigeria Breweries, where she crafted tailored narratives for each brand and oversaw sponsorship acquisitions to enhance brand promotion and consumer engagement.
Her diverse skill set extends to her role as HR Business Partner – Support Functions, where she contributed significantly to the implementation of the company’s career path framework for the Logistics division.
Beyond her corporate roles, Amachree is dedicated to advancing the marketing profession in Nigeria. She holds the distinction of being the first female Chairperson of the Lagos Mainland Chapter of the Nigerian Institute of Marketing (NIMN). Her contributions have been pivotal in reshaping media capabilities within the Africa Middle East and Eastern Europe (AMEE) region at Heineken, where she spearheaded the launch of the AMEE media hub, setting new standards for media excellence.
Amachree’s strategic initiatives also include pioneering the implementation of the first marketing mix modeling study in the AMEE region. This groundbreaking effort aimed to optimize media investments as a key driver of business success while ensuring a positive return on investment in line with HEINEKEN’s media principles and brand building agenda.
Educationally, Amachree holds a B.Sc. degree in Computer Science and is an esteemed alumna of the Lagos Business School, Pan Atlantic University, Nigeria. She furthered her education with a special Executive MBA from the prestigious IESE Business School, University of Navarra, Barcelona, complemented by a Master of Business Administration from Pan Atlantic University.
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