Paul Smailes, Heineken USA's senior brand manager for the fast-rising Dos Equis brand, will assume the role of digital manager for Heineken Global in a promotion that will move him to Amsterdam. Mr. Smailes has overseen the wildly successful Most Interesting Man campaign since 2009, the same year the onetime regional effort went national.
Mr. Smailes' replacement on Dos Equis is Nipa Parekh, most recently global marketing director-gum at Kraft Foods. (Heineken USA Chief Marketing Officer Lesya Lysyj is a former candy marketer for Kraft and Cadbury, where Ms. Parekh also spent time prior to Kraft's acquisition of Cadbury.)
"Following six successful years on Heineken USA brands, we're proud that Paul is bringing his international and marketing expertise to Amsterdam to drive growth for the Heineken brand with innovative digital strategies," Ms. Lysyj said in a statement, adding that "we're thrilled to bring Nipa's breadth of experience and success to amplify our 'most interesting' Dos Equis campaigns."
Once a little-known Mexican beer, Dos Equis has grown to become the sixth-largest U.S. imported beer, with shipments up 15.4% in 2011, according to Beer Marketer's Insights.