Heineken hires PepsiCo’s Tervoort to head UK marketing team

09 November, 2015

Heineken has recruited Cindy Tervoort from PepsiCo as its new UK marketing director.

Tervoort, who will take up the role in January 2016, takes over from Jacco van der Linden, who has been promoted to become the managing director of Heineken’s operating company in China.

Tervoort is currently head of marketing, cereals for PepsiCo’s Western Europe & Africa region.

She has been with PepsiCo for nine years having joined after ten years in a range of sales and marketing roles at Unilever.

Tervoort will report to UK managing director David Forde and will be part of his senior management team. 

Forde: “Cindy brings with her a wealth of experience, particularly driving growth and innovation. She arrives in our UK business at a very exciting time, as we continue to invest and innovate in our fantastic portfolio of cider and beer brands.

“I look forward to welcoming her into the team in January.”

Heineken is currently the third largest beer manufacturer in the world, with a 9.1% market share.

However, it will become the second largest manufacturer once the merger of its two largest competitors. AB InBev and SABMiller is completed.

Together AB InBev and SABMiller will control over 30% of the world’s beer production.

Heineken’s most recent figures showed strong growth in both volume and value.

Revenues were up 8% year on year to £3.93 billion in the three months September 30, 2015. Volumes were up 6.7%, well ahead of industry trends.




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I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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