Mary Beth Jowers

VP, Consumer & Market Insights

Heineken

Mary Beth Jowers is Vice President, Consumer & Market Insights (US & Americas) at Heineken. A veteran leader in strategy, business intelligence and insights, Mary Beth has led domestic and international teams for major organizations including Campari and Pernod Ricard, with prior roles at PepsiCo and Olson Zaltman Associates. Her career is distinguished by her team's ownership of key parts of the strategic and annual planning process, helping organizations effectively direct their resources, including supporting a significant increase in marketing investment. While her early career focused on consumer thought processes and "fuzzy-front-end" methods, her passion is now on the end-to-end strategic application of deep consumer understanding to drive better organizational decisions. Her current focus is on transforming traditional 'knowledge creators' into 'decision-drivers' by wiring insights outputs directly into cross-functional planning and execution.