HEINEKEN USA

CATHERINE VIEIRA has been appointed Senior Director, Trade Marketing Activation.  She will work with the Trade Marketing, Field Sales and Category Management teams to develop the overall channel and customer strategy and standards that support annual brand plans and ensure delivery of the company objectives.  She will also team with Field Sales and Marketing Services to deliver channel-specific trimester programs for retail.  Previously, Vieira served as Director, Trade Marketing On-Premise for Diageo.