Sjoerd Koornstra is Global CMI Planner at Heineken International. He is responsible for Knowledge Management, market research standards and protocols and Global vendor management. He has broad international experience in developing as well as developed markets and has been in several market-research-related areas for more than 25 years. Sjoerd has held international positions in the field of Marketing Research, Knowledge Management and Marketing Information Technology. He has a master’s degree in applied econometrics in business administration.