Martin Porter, who held the top UK role for six and a half years, will now report directly to European regional president and will also look after global customers across all channels.
Amor is currently UK sales director at Colgate-Palmolive and will begin the new role at Heineken next month,
He has spent more than 20 years in the retail and FMCG industry, having started his career as a graduate with Sainsburyís, where he spent several years in product management and buying roles.
He joined Colgate-Palmolive in 1999 and worked in a number of customer roles in the UK, Switzerland and Australia.
David Forde, Heinekenís UK managing director said: ďMartin championed a strong customer focus in the UK which has been recognised in our strong Advantage Group Survey results. The delivery of multi-year trading deals and strategic relationships with many of our major trade partners is testament to the great work of the team.
ďWe look forward to welcoming Simon to the business at what is an exciting time in the industry. He will continue our focus on category leadership to provide value and help our customers grow their businesses.Ē