Radina joins the Cork brewery from the Heineken Zagorka brewery in Bulgaria where she most recently held the role of Marketing Director. She started her career with Heineken in 2005 as Brand Manager for Heineken and Global Brands.
In her prior role, Radina and her team drove significant business growth for Heineken Bulgaria, building a strong portfolio and achieving the leading position in the premium segment.
Under her leadership, the cider category was shaped with the introduction of Strongbow in 2015 followed by the introduction of Apple Thief cider in 2016, based on Heineken Ireland’s Orchard Thieves. Apple Thief was launched within a six-week window and delivered an impressive 25% market share of the cider category in year one.
She was awarded ‘Advertiser of the Year’ in Bulgaria in both 2014 and 2016. Prior to Heineken she worked in Account Management at Publicis MARC Advertising in Bulgaria.