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Over the last three years, HEINEKEN has experienced an exponential change – marked by its change in its Board, Executive Leadership, global reorganisation while embedding a “Transformative Evergreen” strategy during the Covid-19 pandemic. This change was amplified further, as the company transitioned from Jean-Francois van Boxmeer’s leadership to Dolf van den Brink’s as Group CEO who is an avid role model of leading from the inside-out and being a living example of courage, authenticity, and grit. Significant changes include:
COVID-19 happened at the absolute peak of HEINEKEN’S performance, resulting in a loss of market share and premium brands. HEINEKEN APAC underwent a series of unprecedented changes in less than 5 years along with 3 Regional Presidents in quick succession. CorporateDNA was invited to partner closely with all three incoming APAC Presidents in 2016, 2018, 2020 respectively, each time to deepen the relevant shifts into the fabric of the APAC Region and its 26 countries (OpCos) including Vietnam, Taiwan, Malaysia, Singapore, Korea, and others. At the peak of this major transformation, our mandate was to focus on 3 key layers of change:
In all 3 layers, CorporateDNA partnered with HEINEKEN to work on the red threads of shifting the culture – from comfort to growth zones, deepening psychological safety and trust, real debate over false harmony, and empowering critical layers of the organisation to own bold decisions and choices.
As a winning brand, HEINEKEN did not compromise its ambition to win internally through its leadership, people, and culture despite being challenged externally on performance during the pandemic! It took a very bold and humble APAC Regional Leadership Team to assign a clear mandate to CorporateDNA:
The Key Shifts we identified to underpin the design of the transformation included:
Here’s how we have partnered with HEINEKEN across Asia Pacific:
Through all the work we undertake with HEINEKEN, the spirit of Uncage borne out of Uncaging HEINEKEN ‘S Tiger Beer campaign (which is about local heroes and their bravery in pursuit of passion), became the foundation that led all our transformations both at Regional, OpCO and Individual levels. The results included:
HEINEKEN has experienced significant wins through large transformations undertaken across all levels of management over the last 6 years, as CDNA continues to partner with them to push their boundaries and keep HEINEKEN Uncage real.
