Sandra Amachree, Head of Marketing Communications at Nigerian Breweries Plc (HEINEKEN), has been appointed to the Grand Jury of the 2026 Gerety Awards, the international creative competition announced. She joins a distinguished global panel of female creative leaders tasked with evaluating the world’s most outstanding advertising and brand work.
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The Gerety Awards, named after Frances Gerety—the legendary copywriter who coined the timeless slogan “A diamond is forever” in 1948—are distinguished by their all-female jury format. The structure is designed to bring diverse perspectives and cultural intelligence to the judging process, challenging industry norms and redefining creative excellence.
A Rising Force in Global Creative Leadership
Amachree’s appointment follows a landmark 2025 that saw her serve as a juror at the Cannes Lions International Festival of Creativity, where she evaluated the Outdoor Lions category and chaired the prestigious Young Lions Marketers Competition. Her ascent to the Gerety Grand Jury places her among an elite cohort of global creative decision-makers shaping the standards by which advertising is measured.
With over 16 years of experience spanning Africa and Europe, Amachree has led transformational work across marketing, e-business, and brand strategy. Before her current role, she served as Global Senior Brand Manager for eazle, HEINEKEN’s flagship B2B digital platform, where she launched its first global campaign and set new benchmarks for digital brand building. Her contributions to marketing effectiveness earned her the HEINEKEN Connected Teams Award for establishing Africa’s first regional media hub and implementing the continent’s inaugural marketing mix modelling study.
Championing African Creativity on the World Stage
Throughout her career, Amachree has been a vocal advocate for positioning African creativity as an economic asset rather than merely a cultural export. In previous interviews following her Cannes Lions appointment, she emphasised that “creativity is not just about art—it’s about growth, jobs, and power.”
Her presence on the Gerety Grand Jury signals a broader recognition of African marketing leadership. The awards, which evaluate entries across twelve “Cuts” including Communication, Entertainment, Craft, and the newly introduced Moments Cut, celebrate work that captures cultural relevance and creative impact. With jury sessions taking place across 15 global cities, Amachree will bring a perspective shaped by deep experience in both African and European markets.
Mentorship and Legacy
Beyond her corporate roles, Amachree holds an MBA from Lagos Business School and actively mentors young professionals across Africa. She has spoken extensively about the importance of creating pathways for emerging talent, urging business leaders to treat creativity as “an investment, not a luxury.”
Entries for the 2026 Gerety Awards are currently open, with deadlines running through May 15, 2026. The full Grand Jury and Executive Jury Presidents were announced in January, with Amachree confirmed among leading creative figures from Mexico, Vietnam, the Philippines, Türkiye, Argentina, and the United States.
