Nigerian Breweries Plc Appoints Sarah Agha as Marketing Director to Drive Strategic Growth
Nigerian Breweries Plc, the foremost brewing company in Nigeria and a member of the global HEINEKEN Group, has announced the appointment of Sarah Agha as its new Marketing Director, effective June 1, 2025.
This significant appointment aligns with the company’s commitment to bolstering its marketing leadership and accelerating growth as part of its long-term EverGreen 2030 strategy.
The announcement was made by the company’s Managing Director, Hans Essaadi, who emphasized Agha’s pivotal role in shaping the company’s marketing and brand portfolio strategy to unlock future growth opportunities.
“With Nigeria’s dynamic market landscape,” Essaadi noted, “Sarah will focus on embedding a consumer-led strategy that aims to transform Nigerian Breweries’ market position and help the company regain superiority in the mainstream segment, while simultaneously advancing its leadership in the premium beer category and exploring new growth avenues beyond traditional beer.”
Since joining Nigerian Breweries Plc in 2018, Agha has consistently delivered outstanding results across several iconic brands. She has played a key role in the performance and strategic positioning of international premium brands like Heineken and Desperados, alongside beloved local heritage brands such as Legend Extra Stout, Star, and Gulder.
Her marketing expertise and consumer-centric approach have contributed to solidifying the company’s brand equity in both the premium and mainstream markets.
In the past four years, Agha has extended her influence beyond the Nigerian market by taking on global commercial roles within HEINEKEN’s Global Commerce Unit (GCU) and the Africa, Middle East (AME) region.
In her most recent role as AME Regional Marketing Excellence Director for HEINEKEN International, she led the marketing strategy across the region, focusing on building high-performing, consumer-driven portfolios and strengthening brand-building capabilities.
Agha is credited with fostering a culture of collaboration among HEINEKEN operating companies across the AME region. She has driven a strategic shift from simply conducting capability development programs to embedding long-term capabilities that elevate the quality of marketing execution and brand experience across markets.
Her leadership style is described as insight-driven and collaborative, with a strong passion for people development and brand innovation. She is widely regarded as a thought leader and valued strategic partner, committed to unlocking growth through the power of brand storytelling and consumer connection.
Before joining HEINEKEN, Sarah Agha built a distinguished career across multiple sectors, including fast-moving consumer goods (FMCG) and telecommunications. She held various senior management roles where she consistently demonstrated her ability to lead teams, develop strong brand equity, and drive commercial performance. Her diverse background provides a unique perspective that will further enrich the marketing function at Nigerian Breweries.
Nigerian Breweries Plc, founded in 1946 as Nigerian Brewery Limited, is the oldest and largest brewing company in Nigeria. The company made history in June 1949 with the launch of its first product, STAR lager beer, from its Lagos brewery.
Today, Nigerian Breweries operates 9 breweries and two malting plants, producing a diverse portfolio of 19 high-quality brands. These include both local and international favorites such as Heineken, Desperados, Maltina, Life, Amstel Malta, Gulder, Fayrouz, and Legend, which are distributed nationwide.
With the appointment of Sarah Agha as Marketing Director, Nigerian Breweries Plc is poised to deepen its consumer engagement, enhance its brand leadership, and drive sustainable growth across all market segments in the coming years.