Heineken USA has named Lesya Lysyj CMO, effective February 28.
She will be responsible for developing long-term marketing strategies for the Heineken USA beer portfolio and overseeing all marketing and social media initiatives, according to a statement from Heineken. Lysyj will report to Dolf van den Brink, president and CEO of Heineken USA. Heineken USA operates the Dos Equis, Newcastle Brown Ale, Tecate and Amstel Light brands in the US.
Lysyj had worked as VP of marketing for confectionery in the US at Kraft Foods since May 2010. In that role, she managed all marketing aspects in four confectionery categories for the Trident, Halls and Toblerone brands.
Lysyj worked as EVP of marketing for the US and Canada at Cadbury PLC from 2007 to last year, and as SVP of marketing for Canada at the company from 2003 to 2006. She has also worked for Coca-Cola and Mott’s.
A Heineken representative said the company had no additional comment.