Lawson Mountstevens, currently managing director on-trade, has been appointed to the new role and will continue to report to David Forde, the brewer's UK managing director.
Mountstevens joined Grand Met Brewing as a graduate trainee in 1990, and has held numerous commercial roles with Scottish Courage, Scottish & Newcastle and now Heineken.
At the same time, the new role of director on-trade has been created. Chris Jowsey, currently Star's trading director, has been promoted to this new position, also becoming part of the UK management team and reporting to Forde. He has been in his current role for almost three years.
Jowsey will lead Heineken’s on-trade business, focusing on serving regional and national customers.
Both appointments are effective from 1 February 2016.
Heineken said the changes to its management structure underlined its long-term commitment to the UK on-trade.