Radina Shkutova was appointed Marketing Director, HEINEKEN Ireland in September 2016. She joins HEINEKEN Ireland from the HEINEKEN Zagorka Brewery in Bulgaria, where she started in 2005 as Junior Brand Manager on Heineken® and Global Brands.
In her last position Radina was Marketing Director of HEINEKEN Bulgaria. In this role, she and the team drove and achieved the leading position in the Premium segment from the previously held number 3 position, building a strong Premium portfolio. Under her leadership the Cider category was shaped, introducing Strongbow in 2015. This was followed by the introduction in 2016 of Apple Thief cider based on our HEINEKEN Ireland Orchard Thieves. Spearheaded by Radina, it was launched within a six week window and delivered an impressive 25% market share of the cider category in year one.
She was awarded the auspicious "Advertiser of the Year" Award in Bulgaria in 2014 and 2016. Prior to HEINEKEN she worked in Account Management at Publicis MARC Advertising in Bulgaria.