Amsterdam, Netherlands, August 2026 — The HEINEKEN Company has appointed Kelsey Sibley as General Manager of the Heineken Experience, marking a significant move from global HR and commercial people leadership into a broader consumer experience and business leadership role.
Sibley has spent more than 13 years with HEINEKEN, building a career across talent management, employee engagement, commercial HR, organizational development, employer branding and global people strategy. Most recently, she served as Global HR Director – Commerce & Chief of Staff to the Chief Commercial Officer, where she led the commercial people agenda for approximately 35,000 employees globally while supporting the CCO and Global Commerce Leadership Team on governance, stakeholder management, communications and organizational effectiveness.
Before that, she served as HR Manager for HEINEKEN EMEA Export & Global Duty Free, where she shaped and executed HR strategy across teams operating on three continents. Her earlier roles at HEINEKEN included Global HR Project Manager/Business Partner – Commerce, where she worked on senior talent management, succession planning and organizational development, and Global Employee Engagement Lead, where she helped shape HEINEKEN’s global employee listening and engagement strategy.
Sibley began her HEINEKEN journey in 2013 through talent management and recruitment, including responsibility for the company’s International Graduate Programme, employer branding and global recruitment community. She also contributed to initiatives such as Women in Sales, senior management mentoring, HR systems implementation and the global employer brand campaign. This combination of people, culture, brand and commercial experience provides a distinctive foundation for her transition into leading one of HEINEKEN’s most visible consumer-facing brand experiences.
In her new role, Sibley will lead the Heineken Experience in Amsterdam, working with its team to strengthen the visitor experience, deepen consumer engagement and build on the work of her predecessor, Lieke Westendorp. Her mandate brings together brand, people, operations and consumer experience as the attraction continues to showcase HEINEKEN’s heritage, brewing story and global brand identity.
Sibley holds a Master of Science, Cum Laude, in Management, Policy Analysis and Entrepreneurship in Health Sciences with a focus on International Public Health from Vrije Universiteit Amsterdam. She also completed the HEINEKEN Women Interactive Network programme at IMD, where she served as Class President for the 2022 cohort of high-potential female leaders.
About the Heineken Experience
The Heineken Experience is a brand experience located in HEINEKEN’s historic former brewery in the heart of Amsterdam. The brewery ceased production at the site in 1988, and the building now serves as an immersive destination focused on the company’s heritage, brewing process, innovations, sponsorships and the story behind the Heineken brand.
Visitors can explore the history of HEINEKEN, learn about brewing and discover the brand through interactive experiences designed to connect its heritage with contemporary consumer engagement.
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