Julien Haex has been appointed managing director of Sociedad Central de Cervejas y Bebidas (SCC), part of the Heineken Group, and will assume leadership of the company this July. Until now, the newly appointed manager directly oversaw Heineken Peru.

With extensive international experience within the group, Julien Haex brings with him "a deep understanding of the Group's culture, vision and challenges, coupled with strong leadership skills and a continuous commitment to innovation, digitalization and sustainable growth".

Profile

At 38 years old, with a degree in Economics from Utrecht University and a master's degree in International Management from IE Business School in Madrid, he began his career at HEINEKEN early in the Finance department, in 2009, having held various positions over more than a decade in the Commercial and Revenue Management areas in different countries in America, Africa and Europe.

Julien Haex successfully led the Revenue Management strategy for Vrumona in Panama and Mexico. In his last role at Heineken Peru, he focused on promoting new talent, developing a competitive team spirit, and laying the groundwork for sustainable business growth. He was also responsible for transforming the Route to Consumer by producing Heineken locally and promoting the returnable format.

“It is an honor to assume the leadership of a company with such a rich history and tradition, so deeply rooted in Portuguese society as Central de Cervejas, with strong brands and a highly talented team. I am excited to lead this organization towards sustainable growth in the coming years and ensure that we are the first choice for customers and consumers ,” says Julien Haex, managing director of Sociedade Central de Cervejas e Bebidas.

Julien Haex thus succeeds Boris Miloushev, who will lead Heineken in Romania.