Cindy Tervoort is a brand builder who has spent 25+ years turning cultural energy into commercial growth. From shaping iconic campaigns for PepsiCo to leading marketing at Heineken UK, where music, sport and culture fuel engagement, she has consistently used passion points to drive relevance and growth. Formerly global CMO at Britvic and CEO of Beerwulf, she blends creative instinct with sharp commercial discipline to scale brands, using platforms like music not as sponsorship, but as a powerful engine for human engagement. Alongside this, she leads Marketing2030 for the IRG with partners like Google and Oxford’s Saïd Business School, exploring how marketing must evolve to stay relevant in a rapidly changing world. Now stepping into the CMO role at Tenzing, she focuses on moving brands from interruption to connection by showing up authentically in the communities that matter, from runners to climbers.