Felix Palau, Senior Vice President for Heineken USA
Felix Palau serves as Senior Vice President for Heineken USA and is the first non-Dutch executive to hold the role. Previously, Palau was Vice President for Tecate and Tecate Light, part of the Heineken USA portfolio of Mexican brands. Palau is credited for leading efforts that resulted in a huge turnaround for the brand, and is currently focused on expanding the Tecate franchise nationally – overseeing all marketing activity for the brand. Tecate has seen record growth, while achieving cultural relevance through its successful “Born Bold” campaign.
Prior to moving to the Tecate marketing team, Palau served as Heineken Brand Vice President of the Americas. There, he was a key member of the leadership team and was responsible for designing and ensuring the deployment of the brand strategy across more than 45 markets leading to a solid improvement in the region.
Previously, he was International Marketing VP for Cerveceria Cuauhtemoc Moctezuma (FEMSA Cerveza) where he spent 15 years holding several managing positions ranging from Brand Vice President to Portfolio Strategy Vice President. Palau is one of youngest executives to achieve an executive marketing position at Heineken.
BRAND SHOWCASE: Heineken
Heineken: A 360-Degree Activation Approach with the World’s Most Popular Sport. Marketing the world’s most popular sport is one of Heineken USA’s Senior Vice President Felix Palau’s biggest passions. In his address, Palau will discuss the brand’s 360-degree activation approach to soccer which allows the brand to reach multicultural millennials and leverage its leadership status through its continued support of the UEFA Champions League (UCL) in Europe. He will share the range and depth of activations both above-the-line and below-the-line, including: • Onsite immersive fan experiences and extensive sampling • Retail promotions across major national retailers • Social content – including digital video – on Facebook and Twitter where the bulk of their consumers engage.