The Heineken Company [AMS: HEIA]

Monica Zai

Monica Zai is a senior HR director with international experience in consulting and industry. She is proficient in four languages and excels at aligning human resources with strategic business objectives. With her expertise in transformational processes, change management, and talent management, she brings a versatile, results-oriented, and people-focused approach to her role. Her extensive background in complex organizational transformation projects and proficiency in HR branding and market analysis have developed her comprehensive skillset. Having played a vital role in launching companies and establishing HR divisions in multiple organizations, Monica Zai is well-positioned to make a significant impact as a strategic HR leader, driving excellence and delivering outstanding results.

Could you please describe the journey you’ve embarked on as an HR professional?

Over the course of my career, I have accumulated almost 30 years of professional experience. Starting my career in a commercial controlling role, I later transitioned to HR and worked for Randstad, learning temporary work insights, for the Michael Page Group, specializing in recruiting senior finance professionals. Later on , I have primarily gained knowledge and experience through my work at PricewaterhouseCoopers, where I provided consulting services to various clients. Additionally, a significant portion of my career was dedicated to Campofrio Food Group, a european company belonging to the meat industry, where I held different HR positions across Spain and Italy, with local and European responsibility.

The desire for continuous learning and personal growth led me to take a brief sabbatical to expand my knowledge of digital talent management. During this time, I pursued a master's degree program and indulged in my passion for writing, dedicating my free time to creative activities. Following that, I sought a role  aligned with my specific ambitions within a company that resonated with me. At that point, I encountered an opportunity at The Heineken Company.

Could you tell us a bit about your responsibilities at The Heineken Company?

I have been working as the People Director for Heineken Spain since July 2020. My role entails the management of a company with around 1,400 employees, including four breweries in Madrid, Seville, Valencia, and Jaen. Our workforce comprises three main areas: brewery operations, sales force, and support functions. We at Heineken believe that the most valuable asset is our People, so we refer to ourselves as "people directors" rather than "human resources directors."

“Embracing humbleness, vulnerability, and a people-centric focus fuels motivation, trust, and adaptability in leaders.”

I oversee end-to-end people processes linked to employee lifecycle, with my teams organized in a matrix with Specialists and Business Partners that allow us to be close to the business, providing value from a strategic point of view. We cover various aspects of HR including personnel administration, employee services, rewards developing compensation strategies with a specific focus on customizing benefits, as well as Labour relations. We as well have a strong focus on ensuring employees' health, safety, and well-being, Creating a holistic employee experience including recruitment, talent development,  and career planning fostering a diverse and inclusive workplace culture. Further more, transformation and change management are also key elements for the function to support the organization in having the right structures.

As the People Director, what challenges do you encounter in your role, and what strategies do you employ to effectively resolve them?.

At Heineken we live our valuesand all the members of our family, specially our managers, must be a real example of them to inspire the rest of the team.  Only through this leadership formula we can be able to create a corporate culture based on learning, motivation and listening. The challengins envornoment demands us to have a transformational, adaptative, humble and inspiring leadership. As People Director, my role is to provide guidance and support to our employees and develop this effective leadership to face and manage continuous change. We place a high value on attracting and retaining individuals capable of contributing significantly to the organization and giving them the capability to carry out activities aligned with our core competencies. Our employees have personal development objectives and action plans based on the 70-20-10 principle. We strive to encourage connections, continuous learning, and curiosity within the organization.

Another significant challenge we face is adapting to the future of work. COVID has prompted a shift in work dynamics, resulting in a greater reliance on remote work and virtual communication. We strive to equip employees with the necessary tools and resources to embrace these new, flexible working methods effectively. Our team utilizes a change management methodology called ADKAR to tackle the transformation challenge. Understanding the importance of addressing fatigue and promoting mental well-being, we provide 24/7 support to our employees through various programs, ensuring their psychological, personal, financial, and legal needs are met confidentially. The company aims to create a positive and productive work environment by addressing these challenges.

What emerging technologies have you implemented or foresee as catalysts for transformation within the HR sector in the forthcoming years?

To effectively address the impact of technology, it is crucial to form a strategic partnership with the digital and technology departments of the company. We strive to collaborate closely with our colleagues, focusing specifically on the emerging artificial intelligence (AI) trend and its applications. Our focus is on its effects on the job market, which incorporate the potential disappearance of certain roles and the creation of new ones, reskilling and upskilling. Furthermore, we are proactively exploring the feasible utilization of AI in human resources, specifically for automating typical administrative responsibilities.

During a recent discussion with fellow directors in Madrid, some participants shared information regarding the ongoing experimentation with ChatGPT to delegate administrative responsibilities. Although it is still early in the adoption process, it highlights the need to contemplate the future landscape. This demands understanding the emerging roles and determining how best to equip our employees with the necessary training and resources.

While fostering an environment of collaboration between the old and new generations within the organization, how do you navigate the variety of demands?

To encourage an inclusive environment, we prioritize diversity, equity, and inclusion as integral components of our comprehensive strategy. The company benefits from the seamless collaboration of multiple generations working together. This accomplishment is a result of providing employees with a considerable degree of freedom and adaptability. One such example is our flexible working policy, developed through active employee participation and testing various models. We successfully accommodate individual preferences by offering options such as flexible working hours and office-based work. This approach ensures that our workforce's diverse needs are met efficiently.

Further more, we promote an environment that encourages meaningful conversations and powerful discussions on diversity. Our internal roundtables and initiatives, such as "conversation with an accent" provide a forum for employees of various backgrounds and ages to interact. These initiatives address a wide range of topics, including generations, gender diversity, and other specific concerns.. We empower individuals to express their needs and find appropriate solutions by facilitating open and flexible communication. , eliminating biases.

The talent attraction strategy is another noteworthy aspect of our approach to managing diverse generations. Our team recognized that attracting young talent requires innovative tactics distinct from those more experienced professionals employ. In this regard, we have used social platforms like Twitch and engaged popular influencers to revolutionize our recruitment process for young graduates. This out-of-the-box approach has proven highly successful in attracting diverse young talent.

What advice would you like to give aspiring professionals seeking to establish a career in the human resources industry?

It is paramount to remain closely connected to the business and continually learn from it. To foster curiosity and seek knowledge within a variety of domains, such as sustainability, it is essential to engage colleagues, clients, and stakeholders both within and outside the organization. Continuous learning and staying up to date are crucial in a rapidly evolving world. Additionally, embracing flexibility, adaptability, and change management skills is crucial, as change is constant and perpetual. To successfully manage people, it is imperative to maintain a genuine passion for people and express a genuine concern for their well-being.