Heineken USA Names Senior Director, Trade Marketing Activation

Heineken USA has appointed Catherine Vieira to the position of senior director, trade marketing activation, effective immediately. In her new role, Vieira (left) will report to Kheri Tillman, VP of trade marketing and sales strategy, and will lead the development of all channel strategies and retail marketing programs for the beer importer’s brand portfolio.

Citing Viera’s “proven track record in trade and customer marketing,” Tillman said: “Catherine’s sales management experience will help guide the development of innovative retail programming and impactful customer and shopper strategies that influence retailers to carry and promote our brands.”

At White Plains, N.Y.-based Heineken USA, Vieira will work with the trade marketing, field sales and category management teams to develop the overall channel and customer strategy and standards that support annual brand plans and ensure delivery of the company objectives. She will also collaborate with field sales and marketing services to create impactful channel-specific trimester programs for retail.

Vieira brings more than 20 years of trade marketing, sales and account management experience to her new position. Her most recent role was director of trade marketing for Ridgefield, Conn.-based Boehringer-Ingelheim, Consumer Health Care, in which capacity she oversaw day-to-day strategic development and operations of the company’s trade marketing, shopper marketing, category management, sales operations and sales planning groups.

Before joining Boehringer-Ingelheim, Vieira was director, trade marketing on-premise for Norwalk, Conn.-based Diageo, in which role she was responsible for brand and commercial opportunities for multiple on-premise channels. She also held positions of increasing sales and customer and shopper marketing responsibility at Pepperidge Farm, Frito-Lay and Procter & Gamble.