Binyam Wubshet has joined HEINEKEN Ethiopia as National Trade Marketing Manager, taking responsibility for a function that sits at the centre of route-to-market execution, retail visibility, channel strategy and commercial planning across the brewer’s national operations.
Wubshet announced the move on LinkedIn this week, describing the appointment as the start of a new chapter after a career spanning innovation, research, marketing and field sales leadership.
The appointment comes shortly after HEINEKEN Ethiopia advertised the National Trade Marketing Manager position, a role responsible for aligning commercial strategy with sales execution, managing trade marketing investments, and coordinating priorities between sales and marketing teams. The position also oversees channel strategy, market activation programmes and commercial performance measurement across the business.
Before joining HEINEKEN Ethiopia, Wubshet held several leadership roles at Habesha Breweries, including Innovation and Research Manager, Marketing Manager and most recently Field Sales Manager for Addis Ababa. His progression through product development, brand management and frontline sales gives him experience across multiple parts of the commercial value chain.
That background is particularly relevant in Ethiopia’s increasingly competitive beer market, where brewers are investing heavily in execution at the point of sale. Trade marketing teams now play a larger role in determining outlet visibility, activation effectiveness, distributor alignment and portfolio performance as companies compete for share in both traditional and modern retail channels.
HEINEKEN Ethiopia remains one of the country’s largest brewing operators, with breweries in Kilinto, Harar and Bedele and a portfolio that includes several local and international beer brands. The company has continued to invest in commercial capability, local sourcing and market expansion initiatives as competition intensifies across the sector.
For HEINEKEN Ethiopia, the appointment places a manager with both brand-building and field-sales experience in a role designed to translate commercial strategy into execution. The test will be whether that blend of experience helps the brewer strengthen visibility, activation efficiency and outlet performance in a market where execution increasingly determines growth.
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