Tenzing has hired former Britvic and Heineken UK chief marketing officer Cindy Tervoort to head up its marketing efforts.
Tervoort joins the clean energy challenger as CMO, having held the same position at Britvic from June 2023 to June 2025. Prior to this, she spent seven-and-a-half years at Heineken, latterly as CEO of its Beerwulf.com DTC platform.
She was CMO at Heineken UK – which holds a minority stake in Tenzing – from 2016 to 2020.
Her appointment would help bring Tenzing’s ‘Life’s too good for bad energy’ to a wider audience, the brand said.
“Cindy has led some of the biggest brands in the industry,” said Tenzing founder Huib van Bockel. “She understands scale, but more importantly, how to build brands people truly believe in.
“We’re already leading with key communities, from London students to climbers, runners and commuters, and breaking into the mainstream. Now, with Cindy, we’re ready for the next step: taking good energy to everyone.”
Tervoort added: “The energy drinks category has been dominated by short-term thinking: quick fixes, artificial ingredients, and little regard for how it makes people feel. Tenzing is different. It delivers real energy, from natural ingredients – with a belief I live by: Life’s too good for bad energy, not just in what we drink, but in how we choose to show up and live.
“The opportunity now is to take that momentum and bring good energy to a much wider audience”.
It comes after Tenzing moved into functional energy in Feburary with the launch of Tenzing Fiery Mango Natural Energy + Lion’s Mane.
It has since added a second functional product, called Tenzing White Peach Natural Energy + Focus, earlier this month.
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