Julie Wells

Julie Wells

Heineken, Head of Cider

With over 17 years’ experience, Julie joined Heineken Ireland in 2013 from a highly successful stint in London, where she held senior global and UK positions at Diageo and Marks & Spencer. Before her appointment with Heineken Ireland, she was Head of Brand and Marketing for General Merchandise at Marks & Spencer UK in London, a move which represented a departure from Julie’s prolific drinks industry marketing career working in various roles with Global drinks giant Diageo, including Global Marketing Manager for Baileys, where she was responsible for emerging market growth across China, West Africa and Brazil, and Head of Baileys UK. 

On Julie’s return to Dublin, she joined the Heineken Ireland team as head of the Heineken brand. In her role, Julie lead the brand strategy and operations planning and oversaw the planning and implementation of their sponsorship programmes including Heineken Cup, UEFA Champions league and an extensive programme of  Music sponsorship. She went on to lead the campaign development for the 2015 Rugby World Cup globally.

Julie moved to Head of Ciders in 2016 and leads brand strategy for both Orchard Thieves and Appleman’s, a newly launched cider brand in 2018.


At DMX Dublin, Julie and Kay will be speaking about...

Why Strategy Is The Backbone In Getting To No.1

Strategy is an often-misused word that describes the fundamental, often difficult decisions that brands need to make. Strategy requires clarity of focus and ambition, informed inputs and an engaging process that aligns people along the journey.

What was once part of the annual planning cycle, strategy is now vital for all brand marketers to own; to create alignment across internal and external team structures throughout each individual brand’s journey.

An example can be seen in how Heineken Ireland created not one but 2 cider brands over the past 3 years and in doing so have reinvented the entire Irish cider category.

An Agency-Client double act, Julie Wells will be joined by Kay McCarthy, Founder & Managing Director, MCCP, to share some of the learnings in creating a strategy to not just create a brand but one that transforms business.

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