Ms. Sandra Amachree

She has been most instrumental in re-shaping the media capabilities of the Africa Middle East and Eastern Europe (AMEE) region in raising the floor and the ceiling with the successful launch and roll-out of the AMEE media hub, providing media excellence practices for other West African OpCo’s in HEINEKEN. She drove the implementation of the first marketing mix modelling study in the AMEE region with key objective to fully optimise media investments as a critical driver of business success, while delivering positive ROI on media investment in line with HEINEKEN’s media principles and agenda to transform brand building.

Under her, she oversaw the merging of Media, Brand PR and Sponsorships under one umbrella of Marketing Communications. Next to this, she transformed the role of Brand PR in the marketing mix with key focus on impactful brand storytelling, increasing brand awareness and ensuring year on year Share of Voice growth, as one of the growth engines for brand power. This has been delivered through her passion for working and winning with teams.

Dedicated to the development of Marketing in Nigeria, its intersection with business growth and positive impact on society, she served as the first female Chairperson of the Lagos Mainland Chapter of the NIMN, and continues to serve as a Council Member of the institute.

Sandra has also had a successful cross-functional career working in other functions like Sales and Human Resources, which has equipped her with the wealth of knowledge and expertise required to lead business transformation agendas, drive business success through innovation, collaboration, and a focus on delivering impactful results.

Among her achievements while in HR, Sandra supported HEINEKEN South Africa to become a full-fledged OpCo with the successful implementation of Project SWORDFISH in 2016. During this time, she managed the successful people separation from the HEINEKEN-Diageo joint venture (BRANDHOUSE) and setup of the new organization, recruiting key positions and establishing end-to-end Human Resources capabilities in building the foundation of a future-fit organization.

She earned her MBA from the Pan Atlantic University and enjoys spending her free time playing lawn tennis and golfing.