Sri Lanka: Maud Meijboom-van Wel assumes duties as Heineken Lanka Managing Director

Maud Meijboom-van Wel has assumed duties as Managing Director of Heineken Lanka Ltd., taking over the reins from her predecessor, industry veteran Dusty Alahakoon who was responsible for transforming Heineken Lanka Ltd. into a true multinational, nation.lk reported on August 2.

With wide exposure in both sales and marketing across multiple markets in Europe and Asia Pacific, Meijboom-van Wel arrived in Sri Lanka from Singapore where she last served as Heineken® Brand Director – Asia Pacific and Global Communication Director. Covering brand development in 23 Asia Pacific markets such as China, Vietnam, Korea, Australia, India, and Singapore, she has also held the position of Board Member of Thai Asia Pacific Breweries.

In 2013, Meijboom-van Wel became a management team member for DB Breweries in New Zealand. As the Marketing Director, she led an extensive portfolio of cider, craft, and lager brands with a focus on growth in premium, innovation, and breakthrough communication. In April 2016 Meijboom-van Wel was appointed as Marketing Director for GAB, later Heineken Malaysia Berhad, developing an innovative portfolio of global, local, and license brands, as well as accelerating cider locally in Malaysia.

Speaking about her new role, Meijboom-van Wel said: “Sri Lanka is an important market for us, and we are very excited about the times ahead for the country. Judging by the performance of the company over the past few years, it is evident that the Heineken team has worked extremely hard, guided by steady and able leadership, to ensure true transformative change that has set us up for the next phase of growth. I would like to thank Dusty Alahakoon for his strong inspirational leadership and people-focus throughout his tenure.”

03 August, 2021