Heineken USA Taps New CMO

Teles Hails From Importer's Brazilian Operation

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Heineken USA has looked overseas to find its next chief marketing officer, hiring Nuno Teles, who currently runs marketing for Heineken Brazil. He replaces Lesya Lysyj, who departed the importer in October to become president of Weight Watchers North America.

Mr. Teles is a native of Portugal. He was CMO in Brazil for four years, where the brewer says he "successfully grew the Heineken brand by 500% over his four-year tenure, helping it achieve the top market-share position among all premium imported brands in the country."

Nuno Teles, Heineken USA
Nuno Teles, Heineken USA

Prior to holding the post in Brazil, he held a variety of marketing roles at the brewer in Lisbon and Amsterdam. He began his career at Unilever, holding various marketing and innovation positions in Europe.

"Nuno brings incredible passion, creativity and drive to his work and he is exactly the right leader to take our portfolio of upscale, badge brands into the next phase of our growth journey," Dolf van den Brink, CEO for Heineken USA, said in a statement.

Mr. Teles in a statement said he was "excited to drive the Heineken USA brand portfolio to the next level" adding that "in this competitive beer market, to win with consumers, we need to challenge the status quo and aim to change things with bold moves."

In recent years, the Heineken CMO role has involved overseeing U.S. executions of the brewer's global campaigns for its flagship Heineken brand, while leading domestic marketing for smaller brands such as Newcastle Brown Ale and Dos Equis. The Heineken brand is handled globally by Wieden & Kennedy, which recently crafted this new ad for the ongoing "Legends" campaign.

Mr. Teles will begin in March.

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