José Diogo Vieira


Joined HEINEKEN Group

National Field Sale Manager


1. Share with us your journey at Heineken.

I started my career in HNK in Madrid, the Spanish Opco as a customer mkt for the HNK brand and for regional accounts.

Later on, I was challenge to lead the category and shopper mkt team, within as well in the off trade channel.

I was offered the opportunity to come to Portugal, to SCC and be part of the off trade team, building and enhancing our cider and premium beer portfolio at the point of Sales.

It was a short experience, due to the fact that on the following period I was appointed for National Field Sales Manager, in a very different context, team change management process and covid 19.

I think the lessons I take in from these experiences are more or less the same in each position. The greatness about this is the way/perspective of each different role. This is value added that allows me to be better leader and human being.

Up to date, I took valuable lessons learned: Be patient and trust that everything has a purpose and at the same time, embrace all difficulties that may come in life with positivism. That is the attitude that changes the world.

2. If you were a beer brand, what name would you have and how would you describe yourself?

This is a tricky one. Everything I think of, is related to Lagunitas, my favourite beer. I would say a dark lager. Even doe I like ALE beer, I think Lager more appropriate for socializing.

And that is what this all is about, having fun with your family, friends, enjoying this path in the company of great beers. I would call it Mira.


3. What do you consider to be the biggest challenge you have (or have had) in the company?

With no space for doubt, I would say people management. People are our asset, the one that pushes and drives our company to a world reference like itself.  

That is my biggest challenge. Manage that precious key asset.

Without it, we aren’t able to innovate products that are aligned with our consumer expectations and shopper experiences that energizes our customers stores.

Seeing that spark in the eyes of someone happy in their work life days is very grateful. And even more when we develop and convert someone who’s not into that great asset.

That is the most challenging and reward part in my daily life.

4. What is the best advice you have ever been given?

One of the best advice I've received was:

Focus on what is essential. 

We live in a fast pace life rhythm. The way several matters during our daily life absorbs us makes us inefficacy, and for that reason we must to focus what is crucial.

If we do that we will be able to start again, reflect on what is expected from us and most important of all, have fun while we make this journey. 


In such a way that we are absorved in several subjects throughout the day, generating most often inneficiency and ineffectiveness. Focusing on the essential allows us to detail the moment and get back to the drawing board, reflecting on what is expected from us. Not only can we visualize what is more important, as also help that the journey would become happier.

Easier said than done :) Try to do it every day as it is something that helps to put into perspective the different situations and allows the judgment to know to make difficult decisions.

5. How would you describe our company in one word?