Marketing whiz Matthew Kahn, who worked closely with Glaceau marketing chief Rohan Oza in the key growth years immediately preceding the company’s eventual sale to the Coca-Cola Co., Inc., is moving into a similar role at Heineken, where he will be the new VP of Marketing for Portfolio Brands.
Kahn, like Oza, was in the Coke marketing department before eventually being lured to Glaceau — he was best known for signing basketball star LeBron James to work with Powerade, a sports/beverage linkup that he would later reprise repeatedly with Vitaminwater. While at Coke, Kahn was also responsible for the launch of Powerade Zero.
Kahn was singled out by Oza at BevNET Live in June as one of the key team members who was able to energize Vitaminwater as it grew into a national brand ahead of its final sale. Unlike many Glaceau executives, Kahn remained with the company for several years following its sale, eventually leaving in late 2011.
With Heineken, he will be in charge of four key brands: Dos Equis, Newscastle Brown Ale, Amstel and Strongbow Cider.