Finally came up with the answer: Heroku does not allow you to modify the filesystem once deploy process is finished, so I used Profile file to tell Heroku to run a install.sh in which I run these commands.
Procfile looks like this:
web: sh ./install.sh
And install.sh:
php app/console cache:clear --env=prod
php app/console assets:install --env=prod
php app/console assetic:dump --env=prod
php app/console doctrine:schema:update --force
php app/console doctrine:fixtures:load --append
sh ./bin/run
Last line is very important as it tells Heroku to procceed with the deploying process.