Kheri Holland Tillman
Behind every good man is a great woman. Behind "The Most Interesting Man in The World" is Kheri Holland Tillman.
Tillman, who holds an MBA from Northwestern University's Kellogg Graduate School of Management, has been with Heineken USA since 2007. She started out with marketing responsibilities for Amstel Light and Dos Equis, where she was instrumental in developing the "Most Interesting Man in the World" campaign (Stay thirsty, my friends!). Under her watch, Dos Equis became the fastest growing import in the U.S., winning multiple industry accolades including an Effie, a Titanium Cannes Lion, and a Reggie Award.
Her latest move – as of July 2010 -- was an appointment to the newly created position of vice president of trade marketing and sales strategy for Heineken USA’s broad portfolio. Today, Tillman oversees trade and regional marketing plus sales and on-premise strategy.
Marketing and general management have been an overarching theme throughout Tillman’s career. In fact, you might say it runs in the family. The wife and mother of three credits her father, Robert Holland, -- the first black partner at McKinsey & Co. and former CEO of Ben and Jerry’s – as being an early influence. “I grew up listening and learning about business, and seeing the challenges and the successes,” Tillman explains. But the most valuable lesson she’s learned came from her own experiences, and one guiding principle shapes her approach to finding just the right balance between analysis and passion when it comes to making business decisions: “Listen as if I am wrong and fight as if I am right," says Tillman. "The key is to know when to stop and listen and when to run full steam ahead." Here, a bit more insight into the marketing phenom.
CLAIM TO FAME: The one that stands out is the work I led on Dos Equis and the development of "The Most Interesting Man in The World" campaign. The work identified the crucial insight that consumers have a fear of being perceived as boring and looked for ways to be seen as interesting. It drove the cultural phenomenon around Dos Equis, which was the first beer brand to reach one million fans on Facebook and was recently named Market Watch “Beer Brand of the Year.”
REFLECTIONS: Hometown: White Plains, N.Y. * Creds: B.A. from Spelman College, M.B.A. from J.L. Kellogg Graduate School of Management, Northwestern University * Advice she would have given herself 10 years ago: Time really does fly. Take the time to enjoy the journey you are on. * Most significant life lesson learned: Work is a part of your life but if you are not careful, it can become your life. As mothers, wives, and daughters, we have to work hard to ensure we find a harmony that works for us and those around us. * Words to live by: “Happiness is a journey, not a destination. There is no way to happiness, happiness is the way. So treasure every moment you have and remember that time waits for no one." –Author unknown
DIVERSIONS: Currently reading: Malcolm Gladwell’s What the Dog Saw. * Last fun purchase: Soccer cleats for me from Dick’s Sporting Goods. * Working on currently: I am involved with a great event called TEDxHarlem (coming in March 2012), an ideas conference seeking to celebrate social innovators from the local Harlem community and globally. We will connect some of the world’s most eclectic and innovative ideas with the Harlem community.
PLAYING FAVORITES: Hotel: Palmia: The One and Only in Cabo, Mexico * Getaway: Camping with the family * Entree: Anything Mexican--especially if it's from Sinigual Restaurant. * Guilty pleasure: Spa trip!
