Heineken Appoints Experienced Digital Leader To Executive Team
Heineken announced that Romain Apert will become Chief Digital and Technology Officer starting in mid-May 2026. He joins the executive team after decades of leading large-scale digital transformation initiatives. Apert succeeds Ronald den Elzen, who served the company in various global roles for thirty-one years.
The appointment aligns with Heineken’s acceleration of its EverGreen 2030 strategy. Executives said Apert’s experience supports the company’s next phase of digital expansion. His mandate centers on scaling data-driven innovation across global operations.
Source: EFA News/Website
Apert Brings Two Decades Of Global Technology Leadership
Before joining Heineken, Apert spent more than twenty years at Mars in multiple global CIO positions. Most recently, he led digital strategy for Mars Petcare, focusing on enterprise-wide transformation. He oversaw modernization programs integrating ERP systems, advanced data platforms, and automation frameworks.
His leadership extended across supply chain optimization, commercial operations, and customer engagement initiatives. Projects included AI-enabled diagnostics that enhanced service performance. Apert has held leadership roles across Europe, the United Kingdom, and the United States.
CEO Highlights Strategic Fit And Innovation Focus
Chief Executive Officer Dolf van den Brink welcomed Apert by emphasizing his global transformation expertise. He praised Apert’s ability to convert strategic vision into measurable technological outcomes. Leadership expects him to strengthen Heineken’s digital backbone and AI capabilities.
Van den Brink described Apert’s management style as disciplined, innovative, and people-oriented. He noted that Apert’s cultural alignment supports Heineken’s collaborative environment. The appointment reinforces the company’s commitment to data-driven growth.
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Ronald Den Elzen Concludes Distinguished 31-Year Career
Ronald den Elzen will depart after a lengthy and accomplished tenure. He joined Heineken in 1995 as a management trainee and progressed through senior leadership roles. His positions included Finance Director in the United Kingdom and Managing Director in Portugal.
Den Elzen later served as Managing Director of Heineken USA before joining the executive team. In 2020, he became the company’s first Chief Digital and Technology Officer. His tenure established foundational digital and cybersecurity systems.
Digital Foundations Strengthened Under Den Elzen’s Leadership
During his leadership, Heineken advanced its global digital platforms to improve operational efficiency. He championed enhanced analytics capabilities and strengthened cybersecurity resilience. These initiatives supported the company’s ambition to become a “Best Connected Brewer.”
Colleagues recognized his deep institutional knowledge and steady leadership approach. Van den Brink expressed appreciation for his contribution to organizational culture and transformation. Den Elzen leaves a legacy spanning multiple continents and business functions.
EverGreen 2030 Strategy Drives Continued Innovation
Heineken views this leadership transition as integral to its broader EverGreen 2030 strategy. The framework emphasizes digital reinvention supported by robust data infrastructure. Executives aim to unlock new value streams through automation and advanced decision analytics.
Investment in digital leadership reflects long-term strategic priorities. Scalable technological systems are essential for consistent performance across global markets. Apert’s appointment strengthens Heineken’s innovation agenda.
Global Scale Supports Expanding Digital Ambitions
With more than 340 brands, Heineken remains one of the world’s leading brewers. The company employs over 87,000 people across 70 countries. Its global network includes breweries, malteries, and cider production facilities.
Sustainability and long-term brand development remain central to its strategy. Digital transformation enhances operational efficiency and customer engagement across markets. As competitive pressures intensify, Heineken positions itself for sustained growth through innovation.
