Mark van Iterson is an industrial design engineer by education. After 13 years in design- and brand consultancy, Mark joined Heineken in 2005. He is worldwide responsible for all brand-design, packaging, merchandise, POS, and recently also sustainability for the Heineken brand worldwide. Heineken sets itself apart by its progressive and innovative drive. Design and innovation are key to enhance and elevate the beer experience, build iconic brand equity, create future business concepts, become ‘greener’, and engage and excite consumers. Next to this responsibility for Heineken brand, Mark oversees the design activities for the full company portfolio of brands. He manages the roster of agencies, guides fundamental branding and design projects, builds brand-design capabilities across the marketing community, and manages the design-management community within the Heineken company.