After holding a series of commercial and sales roles across international markets, Alexandre Ledeboer is taking over the position of Sales Director at HEINEKEN Croatia. In his new role, he will become part of the company’s management team and will report directly to the President of the Management Board, Maud Meijboom-van Wel.
His appointment is linked to the further development of the sales organization and the strengthening of the company’s commercial approach in the markets of Croatia and Bosnia and Herzegovina. The focus will be on an integrated commercial strategy, cooperation with customers and partners, employee development, increased productivity and sustainable growth, in line with the strategic ambition Evergreen 2030.
Ledeboer began his career within the HEINEKEN Group in 2015. He built his first experience in the Netherlands, in the modern trade and HoReCa channels, before taking on international commercial and sales roles in Mexico, the United Kingdom and Rwanda.
Before moving to HEINEKEN Saint Lucia, he served as Director of Commerce and Distribution in the Democratic Republic of the Congo. Since 2022, he has held the position of Commercial Director in Saint Lucia, where he worked on developing revenue management and data-driven sales capabilities.
During that period, the company recorded portfolio optimization, reduced operational complexity, double-digit growth in net revenue and gross profit, as well as an acceleration of its digital transformation. Since September 2025, Ledeboer has also served as Interim General Manager of HEINEKEN Saint Lucia.
HEINEKEN Croatia states that his experience in transforming sales organizations, developing talent and building high-performing teams will make an important contribution to the company’s further growth at the regional level.
