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28 January 2020

HEINEKEN UK has announced Michael Gillane as their new Marketing Director, succeeding Cindy Tervoort who will move within the HEINEKEN Group to take up the role Managing Director of Beerwulf, the company’s business to consumer E-commerce portal for beer lovers, offering Craft and variety beers and draught at-home systems.

Gillane will oversee the marketing of some of the UK’s best-loved ciders and beers including Strongbow, Birra Moretti, Old Mout, Red Stripe, Foster’s and Heineken.  The 100+ strong marketing team for HEINEKEN UK covers consumer brands marketing, media, innovation & insight as well as category strategy & channel activation.

Gillane joined HEINEKEN in 2012 from Premier Foods UK to lead the UK Cider portfolio, where he drove volume, value and market share growth, firmly cementing HEINEKEN’s leadership. 

In 2015, he was appointed UK Marketing Strategy and Planning Director responsible for Brand Portfolio development across Beer & Cider, Media & Consumer Insight and marketing capability.

In his current role as Director Data-Driven Commerce and Market Intelligence, Gillane has built and developed the UK digital acceleration unit driving the in housing of media and data capability and integration with consumer insights, digital activation and closer collaboration with UK B2B/B2C E-commerce.

Prior to Premier Foods, Gillane spent 10 years in various local and international brand marketing roles with Procter & Gamble.

Commenting on the appointments, David Forde, UK Managing Director said:  “Michael is the natural successor to Cindy.  I am confident that he will continue to develop our market-leading No and Low alcohol portfolio and drive our premiumisation and digital transformation journeys.  I have personally worked with Michael for six years and I know him to be a passionate leader who fosters true cross-functional collaboration.

“Cindy is joining Beerwulf.com at an exciting time as the e-commerce platform sees rapid growth, now operating in 11 markets, selling a broad portfolio of our beers and third party brands.  Cindy joined HEINEKEN in 2016 and has successfully driven the UK premiumisation agenda, resulting in Heineken®, Birra Moretti, Amstel and Strongbow Dark Fruit becoming 1m hectolitre brands.  She has been a passionate champion for our sustainability agenda in the UK, with an emphasis on eradicating consumer-facing plastic, removing all artificial colours, sweeteners and flavours from the cider portfolio, while removing millions of teaspoons of sugar.  Cindy spearheaded the Digital transformation journey of the marketing team in the UK and so is well-positioned to continue to drive Beerwulf’s international expansion and revenue growth. ”

Michael Gillane says: “I’ve been part of HEINEKEN’s high performing marketing team in the UK for over eight years and so I’m thrilled to be continuing to drive the business and the portfolio of brands which I’m so passionate about.”

Gillane will report to Managing Director, David Forde and takes up the role 1st February 2020.