Heineken Scales Tech Rollout, Shifts Global HQ Org as Part of Digital Transformation
Heineken has progressed on its five-year digital transformation strategy. New tech-centered changes look to create a more agile and connected organization.
The company will scale the rollout of its Digital Backbone program — a multi-year roadmap that integrates more than 40 digital platforms — across more than 70 markets. This will help simplify operations and accelerate consumer-focused innovation through data-enabled capabilities.
Additionally, the company is expanding its Heineken Business Services (HBS) arm to create global capabilities centers that are anchored in the new technologies.
As part of this, Heineken's Amsterdam-based global head office is getting an organizational redesign that will impact about 400 roles as the company transitions roles to HBS, adding onto ongoing shifts in the digital and technology departments that have impacted 200 jobs since 2024.
While some employees will be relocated, other positions will be eliminated to reduce organizational complexity and speed up decision-making.
"The world around us is changing fast. Geopolitical and economic pressures are real, but so are the opportunities created by technology and evolving consumer trends," CEO Dolf van den Brink said in a statement. "To stay ahead, we must accelerate our digital transformation and sharpen our focus on winning in the market."
