The HEINEKEN Company proudly announces the appointment of Sandra Amachree as the new Global Senior Brand Manager for Eazle, its pioneering B2B brand. With an illustrious career marked by significant achievements in brand building and marketing leadership, Amachree’s extensive experience positions her as a vital asset for the company’s continued global growth.
In her previous role as Head of Marketing Communications at Nigerian Breweries Plc., Sandra Amachree was responsible for spearheading ambitious and innovative brand communication initiatives across a diverse portfolio of over 21 brands. Her leadership extended beyond national borders, as she provided oversight for media excellence management in two West African countries within the HEINEKEN International Group.
Amachree’s impact has been particularly profound in the Africa Middle East and Eastern Europe (AMEE) region. She played a crucial role in reshaping media capabilities through the successful launch and rollout of the AMEE media hub, setting new standards for media excellence in the region. Her pioneering efforts included the implementation of the first marketing mix modeling study in AMEE, aimed at optimizing media investments to drive business success and deliver positive ROI, in line with HEINEKEN’s strategic media principles.
Under her guidance, the integration of Media, Brand PR, and Sponsorships into a cohesive Marketing Communications unit was successfully achieved. Amachree transformed the role of Brand PR, focusing on impactful storytelling to increase brand awareness and ensuring year-on-year growth in Share of Voice, thereby strengthening brand power. Her collaborative approach and dedication to teamwork have been central to her success.
Committed to advancing marketing in Nigeria, Amachree has served as the first female Chairperson of the Lagos Mainland Chapter of the National Institute of Marketing of Nigeria (NIMN) and continues to contribute as a Council Member. Her diverse career also includes roles in Sales and Human Resources, equipping her with a broad skill set to drive business transformation and innovation.
Among her notable achievements, Sandra played a key role in the establishment of HEINEKEN South Africa as a full-fledged operating company through Project SWORDFISH in 2016. She managed the complex separation from the HEINEKEN-Diageo joint venture and successfully set up a new organization with comprehensive Human Resources capabilities, laying the foundation for a future-ready enterprise.
Sandra Amachree holds an MBA from Pan Atlantic University, underscoring her academic and professional excellence. Her appointment as Global Senior Brand Manager for Eazle signifies a new chapter in HEINEKEN’s commitment to brand leadership and innovation.
