The landscape of brewing and distributing beer continues to change, and one of the biggest movements has been the increase in women becoming major players in the industry that has traditionally been male dominated. In fact, HEINEKEN USA (headquartered in White Plains, NY) has recently added three new amazing women to their leadership roster.
Jessica Robinson has been recently appointed to Senior Director of Marketing for Portfolio Brands. Jessica, who most recently served as Brand Director of Sierra Mist at PepsiCo, succeeded Charles van Es. In her new role, she will oversee the company’s Strongbow, Newcastle, and Amstel Brands. Prior to PepsiCo, Jessica worked at Kraft Foods for 12 years in a series of consumer and customer engagement and integrated marketing roles. Jessica also has agency experience with Einson Freeman, developing integrated marketing campaigns in support of Sears WNBA sponsorship and WNBA All Start Balloting, Disney World consumer promotions and AutoNation’s Super Bowl promotion. Jessica currently lives in Briarcliff Manor, NY, with her husband and twin daughters.
Bridget Lasda was recently named the new Vice President of National Accounts. Bridget joins HEINEKEN USA from the Coca-Cola Company, where she was Vice President of Sales. Bridget had been with Coca-Cola for 13 years, most recently as head of the Target account. Previously, she held leadership roles in operations, sales and category development, serving as Vice President of Category Commercialization for Coca-Cola’s Water, Tea, Coffee and Venturing & Emerging brands. Bridget earned her undergraduate degree at The Pennsylvania State University and completed her MBA from Emory University. She currently lives in Stamford, CT with her husband and son.
Esther Garcia Martin was recently announced as the new Senior Director of Innovation. Esther is joining HEINEKEN USA from HEINEKEN Spain, where she most recently served as the Senior Group Brand Manager of Amstel, Non-Alcoholic and Flavored Beer. In that role, she led the innovation agenda for the Amstel Oro Radler brand. Prior to that role, she was Heineken Brand Manager in Spain, where she developed the brand plan that delivered doubt digit volume growth and improved all key brand health attributes. Esther holds a Master’s degree in Strategic Brand Management from ESADE Business School and a Master’s degree in Corporate Communication and Advertising from ESIC Business and Marketing School, both in Madrid. She currently lives in Dobbs Ferry, NY.
