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Javier Álava Antón possesses extensive experience in marketing and innovation within the beverage industry, currently serving as B2B Product Owner, Data Driven Marketing Lead, and Innovation Manager at The HEINEKEN Company since September 2019. In this role, Javier has shaped the beer innovation pipeline and executed a sustainable packaging roadmap aimed at achieving 100% circularity. Prior to this, Javier held multiple positions at Diageo from October 2010 to September 2019, including Brand Manager for J&B Europe and Iberia Innovation Manager, focusing on strategic brand development and performance management across various spirit categories in the Iberian market. Javier's career began in sales support at Kraft Foods and included an internship at BBVA. Academic qualifications include a degree in Market Research and Techniques and a degree in Administration and Business Management from Universidad Pontificia Comillas, complemented by an exchange semester at ESSEC Business School.