Heineken USA announces Darrell Johnson as senior director of regional marketing; will be responsible for driving local programs, sponsorships that support brand marketing strategies

Nevin Barich

WHITE PLAINS, New York , October 28, 2011 (press release) – Heineken USA today announces the appointment of Darrell Johnson as Senior Director, 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, Sparkling Beverages, for the Pepsi-Cola Company where he oversaw the development of the company’s 5-year innovation and growth plan.

Prior to this, Johnson held positions of increased marketing responsibility at Pepsi-Co, 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 VP’s to assess program performance.

In addition to his Pepsi-Co experience, Johnson honed his management skills as Regional Development Director, Brown University and Group Manager at United Way of New York City. Johnson holds a Bachelor of Arts in Government from Wesleyan University and MBA from Boston College, Wallace E. Carroll Graduate School of Management.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is 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, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.

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