In 2016 he was appointed Managing Director of HEINEKEN Italy, where he successfully led the premiumisation of HEINEKEN’s brand portfolio, drove innovation of local brands and accelerated the digitisation of the wholesale business. Soren joined HEINEKEN in 2013 as HEINEKEN’s Executive Director Global Marketing. Soren has also led a bold transformation of our route-to-market in Horeca by launching the Eazle platform across the region and building it into the industry leading eB2B platform in Europe. In parallel, his teams have focused on strengthening their premium portfolios and launching a next generation of premium brands that connect to Gen Y and Z. He has led an end-to-end transformation of the regional supply chain network to step change productivity, increase asset utilisation, improve innovation rates and put us on the path to deliver our net-zero ambitions in the region. Over the last 3.5 years, as part of our EverGreen strategy, he has led the fundamental transformation of our European business, focusing on improving profitability and value creation by winning in premium, digitally transforming our route-to-consumer, and leveraging our scale advantage. Soren was appointed as Regional President for Europe and member of the Executive Team in March 2020.
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