Amber Beverage Group names Chief Global Sales Officer

September 14, 2022

From September 2022, Vangelis Smyrlis, the current Managing Director of EMEIA & GTR at Amber Beverage Group, has been promoted to the new role of Chief Global Sales Officer, and will become a Member of the Amber Beverage Group Executive Committee Team. From the beginning of 2023, Vangelis Smyrlis will lead ABG's commercial activities in Asia, and from 2024, he will take over the management of the Group’s activities in the Americas.

Jekaterina Stuģe, the CEO of Amber Beverage Group, said: “Since joining ABG, Vangelis has been eager to introduce improvements, based on fact-based analysis, and he has led his team successfully. They completed last year (2021) with +4% in volume sales compared with the pre-pandemic year in 2019, and this year’s results show an amazing performance on brand contribution as potentially they will exceed previous results by 57%. During his first year at ABG, he already took the bull by the horns and assessed and prioritized all 158 IWSR markets on attractiveness criteria setting clear priorities at the global level. He also initiated net revenue management principles to ensure profitable sales. I am truly impressed by what Vangelis can bring to our Group – measurable results and disciplined strategic thinking, focusing on the choices to be made to achieve long-term success. I know that this promotion comes at just the right time and will put us on the right path to succeed in the global market.”

Vangelis Smyrlis said: “I am thrilled by this recognition and at the same time humbled by the scale of the challenge. The results to date are thanks to the support of my direct team, my cross-functional colleagues, and my boss. I count on this continuous support to make further progress towards our great aspirations and together to strengthen ABG’s position in our industry.”

With solid and focused experience in leading industry multinationals, Vangelis is a consummate strategist who influences business beyond his functional responsibility, adding value to the corporate planning process. He spots previously unidentified opportunities and directions and proposes innovations to processes beyond his area. He is energized by creating better ways of doing things, and we are thankful to Vangelis for all his contributions to our growth so far.

Please join us in wishing Vangelis success on the new challenges.

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