Kassahun Feleke is leaving HEINEKEN Ethiopia after four years as Marketing Director to take up an international assignment in Nigeria as Head of Non-Alcoholic Beverages and BWCS Portfolio Lead at Nigerian Breweries Plc. The November 2026 appointment extends a career spanning marketing leadership, consumer intelligence and brand development across Ethiopia and Egypt.
A career built across markets
Feleke’s career at HEINEKEN began in Ethiopia in April 2018, when he joined as Consumer and Market Intelligence Manager. He subsequently became Marketing Development Manager in May 2019, a role he held for three years before taking a short-term assignment in Egypt as Brand Manager for Stella Beer, Innovation and Marketing Capability at Al Ahram Beverages Company in Cairo.
He returned to Ethiopia in November 2022 as Marketing Director, a position he held until November 2026. His responsibilities covered brand development and portfolio performance, including work on Harar, one of HEINEKEN Ethiopia’s established beer brands. During his tenure, the marketing and commerce teams also pursued stronger brand power and market share leadership.
The work behind his Ethiopia tenure
One of the visible marketing initiatives associated with Feleke’s leadership was Harar’s Pay With Laughter campaign, which allowed consumers to exchange recorded laughter for promotional value through the SAQPay application. The campaign addressed pressure on household spending by using a social engagement mechanic rather than relying solely on conventional price promotions.
Feleke also credited the development of the marketing team and its collaboration with ONE Commerce as important parts of his four-year tenure. His departure follows a period in which he says the organisation strengthened its brand portfolio, commercial capabilities and internal leadership.
Academic background
Feleke’s professional experience is supported by an academic background in economics and marketing. He obtained a Bachelor of Arts in Economics from Bahir Dar University between 2004 and 2006 before completing a Master of Arts in Marketing Management at Addis Ababa University in 2015.
His move to Nigeria adds another international market to a career that has already covered research, consumer intelligence, brand management and marketing leadership. The scope of his new responsibilities at Nigerian Breweries, particularly the BWCS portfolio, will provide the next test of that experience.
