Olya Dyachuk

Heineken UK

Data Driven Media Director

In 2023, Olya was shortlisted for the Making Media Matter award. In her entry that year, she promised to use media as a lever of growth for Heineken and a force for good in society.

Under Olya’s leadership, her team has made a meaningful impact across the industry, supporting diverse groups through various initiatives. These include working with ISBA on Influencer Code of Conduct and Sustainability measurement, partnering with Clear Channel and ADHD Foundation for neurodiverse OOH creative, and supporting the LGBTQ+ community with Strongbow’s sponsorship of Brighton Pride. Olya has championed diversity, equality, inclusion, and sustainability (DEI&S) within Heineken, establishing the ‘Heineken Collective’ – a taskforce for IED&S change within Heineken. She has created the most diverse team at Heineken and made pay equality mandatory for them. She has reshaped Heineken’s media planning processes, ensuring all brand go-to-market media strategies incorporate data-driven insights about diverse audiences, all plans are inclusive and use sustainable media formats. Olya transformed Heineken’s approach to Retail Media, using 1st, 2nd & 3rd party data to connect the funnel, grow brand power, and convert demand more effectively. Her work has been recognised by her peers. Olya won the Advertiser Leader of The Year at the 2023 Media Leader Awards and has been promoted by Heineken to Global Director, Media & Data. Olya has kept her promise. She has made media a force for societal good, a great brand experience for consumers, and a growth engine for Heineken’s business.