HEINEKEN Promotes Branding Specialists Paul Smailes and Nipa Parekh

Paul Smailes has become Digital Manager of Heineken Global. For his new role, Smailes will report to Cyril Charzat, Global Heineken Brand Director, and develop Heineken’s digital strategy and enhance the brand’s global competitive market advantage.

Smailes has been Senior Brand Director responsible for Dos Equis & Sol, where he launched the “The Most Interesting Man in the World” campaign nationally. He was instrumental in Dos Equis’ rise to become the first beer brand in the world to hit 1 million Facebook fans, and led Dos Equis to 60% volume growth over the last three years and to be one of the fastest growing U.S. imports.

Lesya Lysyj, Chief Marketing Officer, HEINEKEN USA looks forward to applying Smailes’ expertise:

“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. We’re thrilled to bring Nipa’s breadth of experience and success to amplify our ‘most interesting’ Dos Equis campaigns.”

Nipa Parekh will join HEINEKEN USA as Senior Brand Director, Dos Equis (Smailes’ previous role). Parekh will oversee the overall Dos Equis Franchise strategy to define and develop an integrated marketing and Brand Activation strategy, including sponsorships, public relations and event activations.

In Parekh’s last position as Global Marketing Director, Gum Category at Kraft Foods, she identified and created strategies for white space growth opportunities across the global gum portfolio. Prior to this position, Parekh was Senior Brand Manager, Stride Gum for Cadbury where she made significant contribution to the company’s growth. Parekh also has eight years experience with Johnson & Johnson, working with various brands including Splenda and Tylenol Arthritis.

Among the many agencies who work alongside Wieden & Kennedy who handles Heineken’s advertising worldwide, PR shops include Lean Mean Fighting Machine, and Iris Worldwide, Edelman (for consumer work), MSL Group (AOR for Heineken), Cow PR (in Europe), M & C Saatchi (for sports activations), and Burson-Marsteller (only in the UK).


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