Strategic approach to digital transformation: HEINEKEN in the digital era | With Ronald den Elzen, Chief Digital & Technology Officer and Member of the Executive Team at HEINEKEN

November 22, 2023

During this session, Ronald will talk about the Five Pillars of HEINEKEN’s digital strategy. HEINEKEN has focused its strategy on growing customers with B2B e -Commerce, unlocking value with AI, building a digital Supply Chain, transitioning to a modern technology architecture, and creating a digital savvy organization.

During this special session, Ronald will take you through these five pillars and give you an in-depth understanding of how they shape the direction of the business.

This session offers an excellent opportunity to delve deeper into HEINEKEN’s strategies and approaches to Digitization and to learn from Ronald den Elzen's expertise.

  • Small scaled peer session
  • Open dialogue by means of the Chatham House Rule

Ronald den Elzen, Heineken

Paul Fijnvandraat, Microsoft

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Ronald den Elzen

Chief Digital & Technology Officer

Ronald den Elzen joined HEINEKEN in 1995 and has since then worked in many areas of the business. From Supply Chain, to Finance, from Sales & Distribution to General Management. In 2020 Ronald became HEINEKEN’s first Chief Digital & Technology Officer. As member of the Executive Team, he is responsible to accelerate the “end-to-end” digital transformation of the HEINEKEN company.


Paul Fijnvandraat

Senior Principal Consultant

As Senior Principal Consultant, Paul Fijnvandraat, aids enterprise clients in public cloud adoption by aligning their business and IT goals with necessary organizational, procedural, technological, and personnel changes. He published Blogs on this topic and hosted a customer-owned community (Customer Community Azure Adoption) that includes more than 85 major customers and more than 175 customer stakeholders (C-Level -1) from around the world. With over 35 years of experience in the IT industry, he has held a multitude of roles (e.g. CTO, Chief Architect, Service Manager, Security Officer, Trouble Shooter, Systems Programmer (Z/OS) etc.), showcasing a diverse skill set and an adaptable nature in the ever-evolving IT landscape.


Kees Birkhoff

Consulting Cloud Business leader, Northern Europe

Kees Birkhoff leads the IBM Consulting Cloud Business in Northern Europe. He is well experienced in the Selling and Delivering IT program’s, and he led several units in this domain within IBM and Capgemini. A sound foundation of technology is basis for every successful business and organizations and that is the area of Kees his experience and passion.



In an era where digital innovation is driving business transformation, we are excited to invite you to an exclusive event where we will delve deeper into HEINEKEN’s end-to-end digital journey. As a leading global brand and pioneer in the beverage industry, HEINEKEN has embraced this digital transformation as an essential element of its strategy. During this session, Ronald den Elzen, Chief Digital & Technology Officer and Member of the Executive Team at HEINEKEN, will share with us how they will achieve their dream to “become the best-connected brewer”


Location: Restaurant On The Rock, Aalsmeer

17:30 | Start program (including presentation, discussion and a 3-course dinner)
20:30 | End of formal program, opportunity for informal networking


Chief Technology Officers, Chief Information Officers, and Chief Operations Officers

Main language



  • Participants have to meet the previously described target audience.
  • If applicable, our partners will be presented with every application.
  • During all our sessions, the Chatham House Rule applies. This means that the participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed. This means that no report, no photos and no recordings are made of the meeting. The presentation will also not be distributed to the participants afterwards.

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