Iina Kaypnen

Iina leads cross-functional digital transformation at HEINEKEN Russia. Along with a team of digital experts, she is implementing various projects aimed at instilling the move to data-driven commerce throughout functions. One current project involves implementing and scaling up personalised, data-driven discounts for consumers to optimize the company’s promo-efficiency. Iina believes that digital and data are coming to the fore as a way for small and medium-sized food and beverage companies to win against the industry giants. When a company isn’t able to ‘out-spend’ its larger rivals, digital enables them to ‘outsmart’ them instead.