During this session, Tobias Hootsen, Head of Growth & Transformation Europe at HEINEKEN, will share how he and his teams are working on structurally digitizing commercial operations. He will discuss key topics such as leadership, change management, and adoption — and is particularly curious about how other organizations deal with similar challenges. How do you ensure that digital initiatives are not only technically sound but also actually deliver value to the organization? And how do you create movement in an environment where leadership, culture, and technology are not naturally aligned?
Leaders in IT, Technology, Digital Transformation, and Innovation
17:30 | Start of program (including presentation, discussion and 3-course dinner)
20:30 | End of formal program, opportunity for informal networking
Language: English
Hotel V Fizeaustraat, Amsterdam
Head of Growth & Transformation Europe
Tobias Hootsen is currently Head of Growth & Transformation Europe at HEINEKEN Global E-Business, where he leads initiatives focused on digitizing the route to the customer in key European markets.
With more than 23 years of experience within HEINEKEN, Tobias brings a strong commercial background together with a sharp focus on digital innovation. In previous positions as Digital & Technology Manager and Manager Business & Digital Transformation, he led projects in which data, automation and eB2B were structurally integrated into business operations.
Thanks to his international leadership experience in Africa, the Middle East and Europe, Tobias succeeds in connecting business strategy and emerging technologies — with the aim of achieving sustainable growth and smarter ways of working.
Digital transformation is in full swing at most organizations, but successfully bridging the gap between business and technology remains a persistent challenge. At HEINEKEN, the journey to a more digital organization began years ago. From a “route to consumer” strategy and ecosystem thinking to AI-driven sales advice and B2B platforms — the foundations have been firmly laid. Yet there is still room to accelerate the transformation: linking digital solutions to concrete business needs remains complex, and leadership involvement is not a given.
Building digital customer relationships requires more than just technology — it requires behavioral change, trust, and perseverance.
During this session, Tobias Hootsen, Head of Growth & Transformation Europe at HEINEKEN, will share how he and his teams are working on structurally digitizing commercial operations. He will discuss key themes such as leadership, change management, and adoption — and is particularly curious about how other organizations deal with similar challenges.
How do you ensure that digital initiatives are not only technically sound but also deliver real value to the organization? And how do you create movement in an environment where leadership, culture, and technology are not automatically aligned?
