Boudewijn joined the UK business in August 2022 from HEINEKEN Russia where he was the Managing Director since 2018. During his time in Russia, Boudewijn developed HEINEKEN’s premium portfolio, accelerating innovation and implementing operating efficiencies.
Boudewijn joined HEINEKEN in 1995 as a Management Trainee. He’s since worked in a number of commercial and management roles, including leading the company’s global innovation function, before moving to Nigeria in 2010 for the acquisition of a brewery group. He subsequently took up the role of MD of Consolidated Breweries, which he led three years later into a merger with Nigerian Breweries, resulting in a single HEINEKEN operating company. In 2015, Boudewijn was appointed as Managing Director East & West Africa. During his tenure, the Operating Companies in his area realised double-digit revenue and profit growth, often underpinned by innovation.