Marcelo Crispim Leite

Marcelo Crispim Leite is a key figure in the digital transformation initiatives at The HEINEKEN Company, where he plays a significant role in driving technological advancements and integration across the organization. His expertise lies in leveraging digital tools and strategies to enhance operational efficiency, customer engagement, and overall business performance.

Professional Background and Role at HEINEKEN:

• Digital Transformation Leader: Marcelo is involved in spearheading HEINEKEN's digital initiatives, which include integrating advanced technologies such as Artificial Intelligence (AI) and Internet of Things (IoT) into the company's operations. This strategic focus aims to standardize processes and improve supply chain efficiency across its global operations.23

• Event-Driven Integration: Under his leadership, HEINEKEN has adopted an event-driven integration approach, enabling real-time access to data across various business functions. This transformation is crucial for enhancing customer experiences and operational agility in over 190 countries where HEINEKEN operates.12

• Connected Brewery Initiative: Marcelo has contributed to initiatives like the Connected Brewery, which utilizes IoT technology to optimize production processes and reduce energy consumption. This initiative reflects HEINEKEN's commitment to sustainability and operational excellence.34

• Unified Sales Platforms: He has also been instrumental in the rollout of Eazle, a unified sales platform that consolidates multiple sales systems into one streamlined operation, enhancing sales efficiency and customer engagement across different regions.2

Impact on HEINEKEN's Strategy:

Marcelo's work aligns with HEINEKEN's broader EverGreen strategy, which focuses on becoming "the world's best-connected brewer." This strategy emphasizes the importance of digital integration in meeting rising consumer demands and maintaining competitive advantage in the beverage industry.14

In summary, Marcelo Crispim Leite is a pivotal leader at The HEINEKEN Company, driving digital transformation efforts that enhance operational capabilities and customer interactions through innovative technology solutions.