Conversion & Analytics

Unlocking Digital Growth: how Heineken embraces a culture of experimentation

15:45 30 minutes IJzaal
Adriana Ivascu Heineken

Designing customer-centric growth organizations and products has become increasingly difficult in today’s digital world.

Digital scaling through experimentation is complex as it touches the overall business ecosystem: process, organizational structure, technical backbone, and capability building within teams. 

That is why Adriana will share her expertise on product optimization and scaling digital growth within Heineken Globally and Locally.

Get ready for a sneak peek on how Heineken embraces a culture of experimentation by putting customers at the forefront of decision making.

Adriana Ivascu

Adriana Ivascu


With more than a decade of experience in digital growth Adriana has helped organizations of all sizes unlock their potential. 

She has a background in marketing, growth hacking and digital transformation, and worked with Fortune 500 companies, start-ups and scale-ups.

She is part of the Global Customer Experience team at Heineken, shaping and running the Glocal research & experimentation program with the goal of creating best experiences for customers, and of innovating.

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