{"id":123740,"date":"2021-04-08T14:48:30","date_gmt":"2021-04-08T12:48:30","guid":{"rendered":"https:\/\/ipmark.com\/?p=123740"},"modified":"2021-04-08T14:48:30","modified_gmt":"2021-04-08T12:48:30","slug":"lucia-lopez-rua-nueva-directora-de-marketing-de-heineken-espana","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=123740","title":{"rendered":"Luc\u00eda L\u00f3pez-R\u00faa, nueva directora de marketing de Heineken Espa\u00f1a"},"content":{"rendered":"<p>Luc\u00eda L\u00f3pez-R\u00faa, con una amplia experiencia en el sector hostelero y en marketing, cuenta con gran conocimiento acerca del mercado y sus consumidores. Esto ser\u00e1 clave para llevar a cabo la apuesta por la sostenibilidad e innovaci\u00f3n de la <strong>familia Heineken Espa\u00f1a<\/strong>, adem\u00e1s de su apoyo a la iniciativa <strong>#FuerzaBar.<\/strong><\/p>\n<p>Trabajar\u00e1 gestionando las estrategias de un amplio abanico de marcas como <strong>Cruzcampo, Amstel o El \u00c1guila<\/strong>, que cuenta con una nueva campa\u00f1a: \u2018\u2019Saborea tu libertad\u2019\u2019. Heineken, que cuenta con uno de los <strong>portfolios m\u00e1s amplios y variados del sector<\/strong> cervecero espa\u00f1ol, se ha convertido en un referente en hacer llegar a los consumidores la cultura y maestr\u00eda cervecera. Adem\u00e1s, se diferencia por haber introducido categor\u00edas radler y cider en Espa\u00f1a.<\/p>\n<p>Otro reto al que Luc\u00eda se enfrenta estando al mando, es el <strong>compromiso<\/strong> que la marca Heineken tiene con la <strong>sostenibilidad<\/strong>. Deber\u00e1 trasladar los \u00e9xitos de Heineken al resto de las marcas de la familia, para que el consumidor disfrute de cervezas elaboradas en un ambiente completamente sostenible: poder del sol, electricidad 100% verde, f\u00e1bricas CERO Emisiones como la de Ja\u00e9n y con aspiraci\u00f3n a ser CERO Emisiones antes de 2025.<\/p>\n<p>Adem\u00e1s, los ingredientes de las cervezas son solo naturales y fomentan la agricultura local y sostenible. En el aspecto social, ayudar\u00e1 a los sectores m\u00e1s perjudicados por la pandemia como la hosteler\u00eda con iniciativas como #FuerzaBar.<\/p>\n<p>Luc\u00eda L\u00f3pez-R\u00faa, licenciada en Direcci\u00f3n y Administraci\u00f3n de Empresas por CUNEF y con posteriores formaciones en ESADE y el Instituo San Telmo, ha desempe\u00f1ado importantes cargos en el \u00e1rea de Marketing no solo en HEINEKEN, tambi\u00e9n en UNILIVER Y MAKRO.<\/p>\n<p>Durante su trayectoria en Heineken, asume el liderazgo de las cervezas sin alcohol y baja graduaci\u00f3n, adem\u00e1s de la marca Amstel. Despu\u00e9s, ha estado al mando de la Direcci\u00f3n de Trade Marketing y Operaciones Comerciales de Hosteler\u00eda para impulsar la digitalizaci\u00f3n dentro de la empresa.<\/p>\n<p>Esta nueva incorporaci\u00f3n ser\u00e1 muy beneficiosa para fortalecer el gran portfolio de la marca, teniendo muy presentes la agenda sostenible y el apoyo a la hosteler\u00eda.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Liderar\u00e1 el desarrollo y el impulso de las marcas Heineken Espa\u00f1a: Cruzcampo, Amstel y El \u00c1guila, entre otras.<\/p>\n","protected":false},"author":6970,"featured_media":123742,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[4996],"class_list":["post-123740","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-director-de-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized 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