New Managers at HEINEKEN Hungária

Beer producer HEINEKEN Hungária started the year with some important changes: Sára Palcsó joined the company as trade marketing manager, while Ádám Zahovay, the previous trade marketing manager, will continue his career as group brand manager responsible for HEINEKEN's mainstream brands, the company says in a statement.

Ádám Zahovay has been working in marketing for more than ten years. In addition to event management, he has also been involved in the development of experience-based displays and the design of external and internal sales motivation programs. He has worked for Pepsi, Coca-Cola HBC, and GSK Consumer Ltd. He joined HEINEKEN Hungária in 2023 as national trade marketing manager, supporting the retail and HoReCa segment's point-of-sale appearances with his team. From January 2026, he will be responsible for HEINEKEN Hungária's mainstream brands, including Soproni, as group brand manager. In addition to his work, he is the father of a young boy, an American football enthusiast and commentator, who commentated on the 2023 Super Bowl for Hungarian viewers live from Phoenix, and the captain of the Hungarian Flag Football National Team.

Sára Palcsó joined the company to fill the vacant national trade marketing management position. She began her career at Unilever's cosmetics division as a brand manager, then continued her career as a trade marketing manager and regional category manager. At Zwack Unicum Plc., she first worked as a senior manager for Unicum and other Hungarian brands, then as marketing director. Her responsibilities included brand positioning and communication strategy development, as well as retail and gastronomic activities, but she also participated in the development of the company's CSR strategy. From 2023, she worked as an independent consultant and university lecturer, and also made a brief foray into the world of startups and small and medium-sized enterprises as a mentor and head of a Hungarian cosmetics company.