Onome Amuge
Nigerian Breweries Plc, a HEINEKEN operating company, has announced the appointment of Sarah Agha as its new marketing director, effective June 1. She will spearhead the company’s marketing strategy and portfolio development as it embarks on the next phase of growth under its EverGreen 2030 plan.
Hans Essaadi, the outgoing managing director of Nigerian Breweries, confirmed the appointment, stating, “With Nigeria’s dynamic market landscape, Sarah will focus on embedding a consumer-led strategy to transform and regain superiority in the mainstream, while also advancing our leadership in premium segments and new growth areas beyond beer.”
Agha joined Nigerian Breweries in 2018 and has since been instrumental in delivering strong results for both international premium brands like Heineken and Desperados, as well as popular local brands such as Legend Extra Stout, Star, and Gulder. Her leadership over the past four years has also included global commerce roles within HEINEKEN International’s Global Commerce Unit and the Africa, Middle East (AME) region.
In her most recent position as AME regional marketing excellence director at HEINEKEN International, Agha guided the marketing agenda for the region, focusing on building competitive consumer portfolios and strengthening brand-building strategies across various markets. Essaadi noted that she also played a crucial role in enhancing collaboration with HEINEKEN’s operating companies, shifting towards embedding more impactful, execution-driven capabilities rather than traditional capability-building programmes.
Before her tenure at HEINEKEN, Agha built a diverse career in the fast-moving consumer goods (FMCG) and telecommunications sectors, holding key management positions. She is widely recognised within the industry as a strategic thinker and a passionate brand builder.
“Sarah is a valuable partner and thought leader, known for her commitment to developing both brands and people,” Essaadi added.
Nigerian Breweries Plc, part of the HEINEKEN Group, holds the distinction of being Nigeria’s oldest and largest brewing company. Established in 1946 as Nigerian Brewery Limited, it introduced the country’s first domestically brewed lager, STAR, in 1949. Today, the company operates nine breweries and two malting plants nationwide, boasting a diverse portfolio of 19 brands including Heineken, Desperados, Maltina, Life, Amstel Malta, Gulder, Fayrouz, and Legend.
