Sandra Amachree

Sandra Amachree is a multi-skilled business leader and global speaker with over 16 years of expertise. She has held various leadership roles across Marketing, E-Business, Sales, and Human Resources, demonstrating her commitment to lifelong learning and adaptability. With a career spanning West & Southern Africa and Europe, she has earned a reputation for driving growth, fostering innovation, and leading organizational transformations on a global scale. 


Sandra recently returned to Nigeria from the Netherlands after serving as the Global Senior Brand Manager for eazle, the pioneering eB2B digital platform and brand of The HEINEKEN Company. In this role, she led the strategic direction for eazle's first-ever global campaign, utilizing AI to generate initial visual concepts. Her efforts focused on aligning global strategies with local market needs, facilitating the brand’s successful launch across diverse markets and driving global growth. Through her leadership, the eazle brand became a benchmark for digital innovation, setting a new standard for e-business marketing within the company. Upon her return, Sandra stepped into an expanded role as Head of Marketing Communications at Nigerian Breweries Plc, spearheading a large-scale digital marketing acceleration project and guiding one of the nation’s most recognized companies through a critical phase of digital marketing evolution. 


Under her leadership, the project will align the brand’s messaging with modern consumer behaviors, integrating AI-powered campaigns, cutting-edge technologies, and data-driven insights into the brand’s marketing mix, while ensuring personalized brand interactions across all touchpoints. This initiative will revolutionize Nigerian Breweries as a leader in both brand innovation and digital marketing excellence, ensuring the company maintains its market leadership and remains competitive in a digital-first evolving marketplace, while maintaining the brand heritage that consumers know and trust. Prior to this, Sandra was instrumental in orchestrating high-impact communication campaigns and brand transformations at Nigerian Breweries for a portfolio of over 21 brands. 


Her leadership unified digital media, data-driven marketing, and brand PR under one cohesive strategy, resulting in sustained Share of Voice growth. She redefined the role of Brand PR in the marketing mix, focusing on impactful storytelling and boosting brand awareness as key drivers of brand power. This has been delivered through her passion for working and winning with teams. In 2020, Sandra played a pivotal role in launching the AMEE (Africa Middle East and Eastern Europe) media hub, serving as subject matter expert to provide best-in-class media practices for other West African companies within HEINEKEN. Her efforts earned the "Connected Teams Award" at HEINEKEN's 2021 Commerce Week, a recognition for best case in collaboration between local markets and Global Teams, and best practice for driving excellent media planning and integrated marketing communications from a team. 


She also drove the implementation of the first marketing mix modelling study in the AMEE region with key objective to fully optimise media investments as a critical driver of business success, while delivering positive ROI on media investment in line with HEINEKEN’s media principles and agenda to transform brand building. Drawing from her rich cross-functional background, Sandra brings a holistic understanding of business dynamics, enabling her to lead transformative agendas and deliver impactful results. Notable among her accomplishments in HR is her pivotal role in supporting HEINEKEN South Africa in 2016 to transition into a full-fledged OpCo. Sandra led the execution of change management strategies and effectively managed the people separation process from the HEINEKEN-Diageo joint venture (BRANDHOUSE). This transition facilitated the evolution of the company from a joint venture setup to a fully operational HEINEKEN OPCO, laying the foundation of a future-fit organization. 


As a strong advocate for the development of marketing in Nigeria, Sandra became the first female Chairperson of the Lagos Mainland Chapter of the NIMN (National Institute of Marketing of Nigeria) and continues to serve as a National Council Member of the Institute. She is also passionate about mentoring young marketing professionals across Africa and promoting African creativity on the global stage, including representing creativity in the African community at the Cannes Lions International Festival of Creativity. Sandra holds an MBA from the Lagos Business School of Pan Atlantic University and enjoys playing lawn tennis and golfing in her free time.