Shawn Fitzgerald, Heineken

Shawn Fitzgerald joined HEINEKEN USA as Director, Shopper Intelligence in October, 2012 and is a key leader in driving HUSA’s Upscale Beer thought leadership through building and embedding a world-class shopper culture. He has 15 years of experience in the Beverage Alcohol category, 11 of them at Diageo where he was responsible for building the Shopper Insights function from the ground up.

In that role, he was responsible for developing shopper learning and insights across Beer, Wine and Spirits and supporting the development of insight-driven shopper marketing programs. He brings a unique perspective with his understanding of shopping across Total Beverage Alcohol and the role Beer plays in driving category growth. Shawn earned his MBA in International Marketing/Marketing Research from Baruch College, is an avid skier, and currently resides in Sherman, CT.

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