-By Mike Beirne, Brandweek

CHICAGO Christian McMahan, a former Diageo-Guinness USA executive, will take over the marketing reins for Heineken USA. He succeeds departing CMO Ken Kunze.

McMahan will join the company on July 14. He spent six years overseeing Diageo's beer portfolio, which includes Guinness, Red Stripe and Smithwick's. His most recent title was vp, marketing for Diageo North America. He previously served as brand director for the Smirnoff and Captain Morgan spirits brands. His other stints included regional marketing duties, which gave him experience in establishing relationships with distributors and with buyers for bars, restaurants and nightclubs.

"His understanding and experience across the three tiers of the beverage alcohol business will also help us continue to deliver greater value to our customers through programming that resonates and taps into the passion points of our consumers," said Don Blaustein, Heineken USA's president and chief executive officer, in a statement.

Kunze's departure is just latest marketing and management change at Heineken. Last week, the company appointed G2, New York, and Dieste Harmel & Partners, Dallas, as its new lead promotion agencies.

Wieden + Kennedy, Portland, Ore., launched the new  $40 million "Share the good" effort during April. During that same month Andy Glaser, chief architect of the Heineken Premium Light introduction during 2006, stepped down as vp, marketing.