Eastern Cape-born and Joburg-raised Crystal Kroutz is the Commercial Assistant at Heineken Beverages International. In her role, she looks after the entire beer portfolio for five SADC markets and is responsible for all brand marketing and trade marketing activities. She holds qualifications in Customer Service, Quality Assurance, and BCom Marketing Management and is currently completing her Honours degree in BCom Marketing Management.
She’s a foodie that loves fine dining, a music lover who enjoys travelling when she’s not spending time with her family. What brings her true fulfilment, however, is contributing to her community by volunteering in her free time.
Q&A
What excites you the most about being in your position?
Having to work with different markets as well as diverse cultures & backgrounds, and being exposed to the ever-changing consumer consumption patterns and habits makes my work extremely interesting. Gaining knowledge about the different governmental laws and regulations concerning alcohol, as well as dealing with challenges within these economies is another aspect that can be exciting. The learning just never stops.
As a career woman, what does having it all mean for you?
As a career woman having it all means growing and learning with every opportunity I get as well as contributing positively to every area of my life. To have a sense of purpose, have fair and equal opportunities to pursue my passion and be self-sufficient. Having it all can also mean being content with yourself, but at the same time not limiting yourself. I must strive to improve and grow continually. As hard as it is, sometimes having a balanced lifestyle also plays a major role in saying you have it all!
What are some of the practical ways we can each contribute to the women in our lives, especially to younger women for their growth and development?
As women, we can all do with care and upliftment. Considering life’s harsh realities, it is important for women to equip themselves with the necessary knowledge and tool to empower themselves and in turn give back to the younger generation. The deliberate empowerment of women is necessary for the upliftment of female talent. It is important for women to continue to educate each other. No one can ever stop learning.
Mental health is another crucial aspect of our lives, we, therefore, must embed a positive mentality in women, across all generations and different cultures. We should always be willing to give back!
Who are some of the women leaders that have helped you accelerate in your career and how did they contribute to your growth?
Without a doubt, my mom is my number one aspirational leader. She has taught me how to be resilient and always push through life’s hardships to improve myself. Some of the values that she instilled in me is to always show kindness and the willingness to help others in any way possible and to always give the best version of me. I believe that I am exercising each of these values in my career journey.
What is your favourite HEINEKEN Beverages brand?
I would have to say Savanna Dry is my all-time favourite for any occasion!