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Name
Serena Smith
Title
Head of Category, Heineken
Bio
Serena is a strategic and insight-led category development controller with a knack for turning data into action. She partners with retailers and brands to unlock growth opportunities, blending sharp analysis with practical solutions that drive results.
Known for her collaborative approach and clear communication, Serena thrives on making complex market dynamics simple and actionable. Her focus? Building category strategies that not only hit the numbers but also create value for guests and customers alike.
When she’s not shaping category plans, you’ll find her championing innovation and keeping an eye on emerging trends – always ready to turn insight into impact.
Known for her collaborative approach and clear communication, Serena thrives on making complex market dynamics simple and actionable. Her focus? Building category strategies that not only hit the numbers but also create value for guests and customers alike.
When she’s not shaping category plans, you’ll find her championing innovation and keeping an eye on emerging trends – always ready to turn insight into impact.
