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Heineken taps three women leaders

Tuesday, December 15, 2015  
Posted by: Rufino Cabang
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NEW partner Heineken USA has named three women – Bridget Lasda, Esther Garcia Martin and Jessica Robinson -- to leadership roles, signaling more transformation in the traditionally male-dominated beer industry.

Lasda joins Heineken USA as vice president of sales after 13 years at The Coca-Cola Company. Formerly the vice president of sales at Coca-Cola, Lasda was most recently responsible for the beverage company's Target account.

Martin, named Heineken's senior director of innovation, most recently served as Heineken Spain's senior group brand manager of Amstel, non-alcoholic and flavored beer, leading innovation for the Amstel Oro Radler brand.

Robinson, who most recently served as brand director of Sierra Mist at PepsiCo Inc., joins Heineken USA as senior director of marketing for portfolio brands. Robinson's new duties include overseeing Heineken's Strongbow, Newcastle and Amstel brands.


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