LINZ. On February 1, 2026, Yulia Elchenko will take over the role of Marketing Director of Brau Union Austria. In this role, she reports directly to Hans Böhm, Managing Director of Brau Union Austria, and becomes a member of the management team.
Elchenko will be responsible for leading the marketing team and further developing the company’s marketing strategy. The focus is on clear priorities and a long-term orientation of brand work. “I am very pleased to become part of Brau Union Österreich and to further develop the brand strategy together with the team. What is particularly exciting for me is the opportunity to establish the alcohol-free segment and the 0.0 products even more strongly in Austria – an area with great potential and future. At the same time, we want to expand the beer category throughout Austria through strong brands and progressive innovations. Our established beer brands, which are so crucial to our portfolio and our success, are a central part of this strategy,” explains Elchenko.
International experience from the Heineken Group
The marketing expert has been part of the Heineken Group since 2009 and has since worked in several international markets. Most recently, she worked as a marketing manager at Heineken Peru, where she was responsible for realigning the portfolio strategy and thereby achieving market share gains. Elchenko has extensive experience in leading international teams and developing brand and portfolio strategies. The introduction of 0.0 products in different markets has also been one of her previous focuses. (red)
