Beam Inc has realigned its commercial structure in the Europe/Middle East/Africa (EMEA) region.

The company, which saw its parent company Fortune Brands spin-off one division and sell the other in the last year, confirmed yesterday (24 October) that it will divide its operations across EMEA into three regional clusters:

  • Spain and the UK
  • Central, Eastern & Northern Europe (Germany, Russia, Czech, Slovakia, Poland, Bulgaria, Hungary, Romania, Austria, the Netherlands, Turkey, Ukraine, the Nordics and the Baltics)
  • Western Europe, Middle East & Africa (France, Portugal, Ireland, Switzerland, Italy, Greece, Slovenia, Croatia, Bosnia, Albania, Serbia Montenegro, and all of Middle East and Africa)

Subsequently, Torsten Helbig, the head of Beam's operations in Germany, will move to become regional VP of the Central Eastern & Northern Europe region. Also, Kelly Doss, the current VP of global marketing for the Maker’s Mark Bourbon brand, will assume the role of VP of EMEA marketing. Doss will relocate from the US to Madrid.

The move is backed by the following additional personnel appointments:

In Central, Eastern & Northern Europe, led by Helbig

  • Manfred Jus, promoted to MD for Germany
  • Max Hayes, appointed area director for Central Europe
  • Elaine Kibblewhite, promoted to area manager for Northern Europe
  • Bill Mateo continues as MD of Maxxium Russia

In Western Europe, Middle East & Africa, led by MD Alvaro Lapetra

  • Jonathan Marsh, appointed area director for Western Europe
  • Mark Pockele joins Beam from Maxxium as area manager for Middle East & Africa

In Spain & UK - both Maxxium joint venture markets - led by MDs at Maxxium Spain, Javier Jimenez, and at Maxxium UK, Huw Pennell.

As well as EMEA, Beam's other regions include North America and Asia Pacific/Latin America.