25% Expedia ad-to-sales percentage
Mr. Teles was previously CMO for Heineken Brazil. He began his career at Unilever.
Returning the importer's flagship Heineken brand to growth. Case sales fell 0.51% in the U.S. in the year ending March 23, according to IRI, which doesn't include bars and restaurants. The importer plans to boost media spending on the brand 15% in 2014. It will be up to Mr. Teles to make sure the marketing works.
MillerCoors and Anheuser-Busch InBev are putting more money behind their upscale brands, while hundreds of small craft brewers are also making premium plays. In this new environment, it's far from clear whether consumers will still spend money on an upscale imported brew like Heineken.
Heineken has increasingly shifted to a global marketing model. Mr. Teles, who has worked for the brewer in Brazil, Portugal and the Netherlands, has the international experience and the Heineken familiarity necessary to execute the brewer's plans in the U.S.
"Today it's all about leveraging digital content to extend TV's reach, and Nuno gets that," said Harry Schuhmacher, editor and publisher of Beer Business Daily. "Digital has become a linchpin competency at Heineken USA."
Mr. Teles, a native of Portugal, once ran his own fashion retail and wholesale business.