WHITE PLAINS, N.Y. — Heineken USA Inc. has appointed Maggie Timoney as CEO. She will take the reins of Heineken USA on Sept. 1.

With more than 25 years of experience in the beer and cider business, Timoney will succeed Heineken veteran Ronald den Elzen, who will be returning to Holland for a global role within Heineken N.V.

Timoney is joining Heineken USA from Heineken Ireland, where she has been CEO for the past five years. She joined the Heineken family in 1998 in a national sales planning role for Heineken USA and then held a series of sales, strategic planning and distribution roles in the Netherlands before being named the managing director of Heineken Canada in 2006. She returned to Heineken USA in 2010 as senior vice president of human resources and a member of the management team.

Before Heineken, Timoney worked in sales for E. & J. Gallo and Anheuser-Busch Wholesaler.

“Maggie is a competitive and energetic leader who is known for inspiring teams, operationalizing plans and mobilizing organizations to deliver business results,” said Marc Busain, Heineken Americas region president. “She understands the challenges and opportunities that exist within the U.S. market and she has the right mix of strategic vision, people leadership and grit to ignite future growth for Heineken USA.”

White Plains, N.Y.-based beer importer Heineken USA is a subsidiary of Heineken International N.V. Key brands imported into the United States are Heineken, Dos Equis, Tecate beers and Strongbow hard apple ciders. Heineken USA also imports Amstel Light, Amstel Xlight, Indio, Carta Blanca and Bohemia brands.

Photo courtesy of Heineken USA.