Lesya Lysyj was appointed to Chief Marketing Officer (CMO) at Heineken USA in February 2011. Lysyj is responsible for developing long-term marketing strategies for the Heineken USA beer portfolio; overseeing Heineken USA’s consumer centric marketing activities and social media initiatives and ensuring that the company effectively engages with its adult consumers at all touch points.
Lysyj has more than 20 years of consumer packaged goods marketing experience, much of which was spent as a CMO managing a broad portfolio of products.
Prior to Heineken USA, Lysyj was with Kraft Food’s Confectionery division in the U.S., where she lead all aspects of marketing in four confectionery categories for brands including Trident, Halls and Toblerone. There, she led activations that helped Stride become the fastest growing gum in its category and also pushed Trident to the #1 position. She had significant impact on rejuvenating traditional consumer brands, returning Dentyne to growth after more than two years of share decline and implementing a new brand strategy for Halls that reversed four years of consecutive share decline.
Lysyj also led Kraft Food’s U.S. Marketing team and total confectionery sector, reporting to the U.S. Snacks/Confectionery President, with sales of $1.5B and consumer spending of $150M. In addition, she formed and led the Confectionery Leadership Team, whose purpose was to lead the organization in delivering top and bottom line commitments and to effectively transition the Cadbury team into the Kraft organization. Lysyj served as the senior decision maker on inventory management, innovation stage gates, sales priorities and more.
Prior to working at Kraft, Lysyj served in various marketing, commercial and new product development roles for companies such as Cadbury Schweppes and Mott’s.
Lysyj serves as an Executive Board Member of the National Confectionery Association, and has volunteered her time with organizations such as Women Unlimited and Junior Achievement. She is also an accomplished marathoner, having completed three!
A native Canadian, Lysyj holds a Bachelor of Arts degree from the University of Western Ontario and a Masters in Business Administration from the University of Toronto. She lives in New York City with her husband and two children.