Keynote: Valerie Heeremans

Smart Beer    
Valerie Heeremans, Heineken Nederland   
In 1873, Gerard Heineken set out to create a new brew for Dutch beer lovers and ended up founding an empire. The advent of mass communication and distribution enabled the family-owned brewery from Amsterdam to build a brand of timeless appeal and conquer the world. In today’s digital age, marketers have a much sharper set of knives at their fingertips. Successful pioneer projects like the loyalty app “Heineken Biertegoed” highlight how data and technology can complement traditional ways of working. Now a new team of cross functional experts is setting out to satisfy Heineken’s thirst for digital transformation.
Valerie Heeremans studied Media Technology and Design in Hagenberg, Austria and started her career as an (online) copy writer in advertising agencies including Wunderman and Publicis. In 2010 she completed an MBA at Insead and subsequently continued her career in the Netherlands and Singapore – in digital marketing positions at TomTom, Google and most currently as Head of Digital Acceleration at Heineken NL.