HEINEKEN Hungária started 2026 with organizational changes: the company’s national trade marketing manager Sárá Palcsó was appointed. Ádám Zahovay, who has held the position until now, will continue as Group Brand Manager for the company’s mainstream brands from January, including Soproni in his portfolio.
Ádám Zahovay has been working in the field of marketing for more than ten years, previously gaining experience at Pepsi, Coca-Cola HBC and GSK Consumer Kft. He joined HEINEKEN Hungária in 2023 as National Trade Marketing Manager; with her team, she supported the retail and HoReCa segment’s point-of-sale appearances.
Sára Palcsó, who is coming to the position of trade marketing manager, started her career at Unilever’s cosmetics business as a brand manager, then worked as a trade marketing manager and regional category manager. After senior brand management tasks at Zwack Unicum Nyrt., she was marketing director, and in addition to brand positioning and communication strategies, she also dealt with retail and gastronomic activities and CSR planning. Since 2023, he has worked as an independent consultant and university lecturer, and has also gained leadership and mentoring experience in the startup/SME sector.
