WHITE PLAINS, N.Y. — Heineken USA has promoted Paul Smailes to the position of digital manager Heineken Global. In his new role, Smailes will report to Cyril Charzat, global Heineken brand director, and will be responsible for developing Heineken's digital strategy and enhancing the brand's global competitive market advantage.
Over the past three years, Smailes was senior brand director responsible for the overall strategy and management of Dos Equis and Sol, launched the "The Most Interesting Man in the World" campaign nationally, took Dos Equis to be the first beer brand in the world to hit 1 million Facebook fans, and lead numerous agencies to win over 40 prestigious marketing awards during his tenure. By successfully overseeing various marketing, commercial and innovation projects, he led Dos Equis to 60% volume growth over the last three years and to be one of the fastest growing imports in the United States
"Following six successful years on Heineken USA brands, we're proud that Paul is bringing his international and marketing expertise to Amsterdam to drive growth for the Heineken brand with innovative digital strategies," said Lesya Lysyj, chief marketing officer, Heineken USA. "We're thrilled to bring Nipa's breadth of experience and success to amplify our 'most interesting' Dos Equis campaigns."
Nipa Parekh will be joining Heineken USA as senior brand director, Dos Equis, a role previously held by Smailes. Parekh will be responsible for the overall Dos Equis Franchise strategy, and will define and develop an integrated marketing and Brand Activation strategy, including sponsorships, public relations, event activations and more.
Parekh was most recently global marketing director, gum category at Kraft Foods, where she was focused on identifying and creating strategies for white space growth opportunities across the global gum portfolio. Prior to this role, Parekh was Senior Brand Manager, Stride Gum for Cadbury where she significantly grew the business and took the brand to its highest share ever. Parekh also spent eight years with Johnson & Johnson, working on a variety of brands from Splenda to Tylenol Arthritis.
Parekh will join Heineken USA effective July 9, and Smailes will begin his role in Amsterdam on Aug. 1.