Heineken USA Names Senior Brand Director

Heineken USA has appointed Olga Osminkina to the position of senior brand director, Heineken Lager. In her new role, Osminkina will report to Laurent Theodore, VP of marketing for Heineken, and will take charge of the overall strategy and sustained development of the flagship brand in the U.S. market.

Osminkina brings 12 years of worldwide marketing and business development experience from to the Heineken team. Her most recent position was executive director, global marketing for Estee Lauder companies, in which capacity she managed all aspects of marketing and business development across three brand introductions. She also possesses extensive experience in rejuvenating brand performance, most recently in the perfumery and skin care segments, resulting in No. 1 rankings and record shares in priority markets. Osminkina is the recipient of numerous awards, among them a 2010 EFFIE for Best Brand Building Campaign and Procter & Gamble’s 2010 Presidents Award for Brand Building. She is also currently working toward her fashion design certification at the Parsons School of Design in New York.

At Heineken USA, Osminkina will head the integrated marketing, communication and brand activation strategies for the Heineken Lager brand to ensure optimum penetration and sustained volume and share growth across multiple consumer segments. She will work closely with a broad range of stakeholders on the superior execution of all marketing initiatives.

“Along with her extensive experience in consumer marketing and strong track record of reinvigorating brands, Olga brings a creativity, passion and an entrepreneurial spirit to her work that will help drive the iconic Heineken Lager brand to new heights in the U.S.,” noted Theodore.

White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV, the world’s most international brewer.