Heineken recruits new chief to build 'digital backbone'

Heineken, the brewing giant which also owns Amstel, Birra Moretti, Desperados, Sol, Tiger, Foster’s and Strongbow cider, is aiming to ramp up its use of data and AI with the appointment of a new chief data and technology officer.

Romain Apert will take up the role in May, joining from Mars Petcare, where he has been chief information officer of Petcare. He will succeed Ronald den Elzen, who after 31 years with Heineken, signalled his intent last year to pursue new career and learning opportunities.

Under den Elzen’s four-year stint in the role, the data and tech team has advanced the company’s ambition to be the “best connected brewer”, building a solid foundation for the future. He will remain in the role to support a smooth transition.

Apert served more than two decades at Mars, where he has held global CIO positions across the business. In his most recent role he has led a multi‑year digitalisation‑at‑scale strategy, combining ERP modernisation, strong data foundations and capability building to support growth and productivity.

He has sponsored dozens of high‑impact digital use cases across supply, commercial and consumer domains, including AI‑enabled diagnostics and is steering one of the sector’s most ambitious ERP implementation programmes.

An engineer by training, graduating from ECAM Lyon (France), his international experience spans Europe, the UK and the US, partnering closely with senior business leaders to translate strategy into tangible technology outcomes.

Heineken executive board chair Dolf van den Brink said: Romain joins with deep international experience leading large-scale digital transformation, data and technology strategy, and complex change across global businesses.

“He will be partnering across the executive team, advancing our EverGreen 2030 strategy through the further deployment of the company’s digital backbone, and scaling value from data and AI.

“He is known for combining operational rigour with practical innovation and a people‑centred leadership style, and is an excellent fit with the Heineken culture.”