Heineken raids Mars to brings in Romain Apert as company's new Chief Digital and Technology Officer

Heineken has appointed Romain Apert as Chief Digital & Technology Officer, and member of the executive team. Apert, currently Chief Information Officer Petcare at Mars, will succeed Ronald den Elzen, who is departing after a 31 year run with the company.

Dolf van den Brink, Chairman of the Executive Board/CEO, comments: “I am delighted to welcome Romain to the family. He joins us with deep international experience leading large scale digital transformation, data and technology strategy, and complex change across global businesses.”

“Romain will be partnering across the executive team, advancing our EverGreen 2030 strategy through the further deployment of the company’s digital backbone, and scaling value from data and AI. He is known for combining operational rigour with practical innovation and a people centred leadership style, and is an excellent fit with the Heineken culture”.

Van den Brink adds: “Ronald retires fafter an extraordinary 31-year career across five countries in Europe and the Americas and across six distinct functions. His contributions to our success in the past three decades through his deep knowledge of the company and portfolio, his passion and incredible people skills, will be greatly missed. I wish Ronald all the best in his future endeavours.”

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.