AB InBev announces newly aligned leadership structure, appoints four
By Zion Rufus
Global brewer Anheuser-Busch InBev has announced a newly aligned commercial leadership structure designed to accelerate the next phase of innovation and growth.
According to the beer company, the integrated commercial structure will align sales, marketing, B2B and Direct-to-Consumer to accelerate growth. Earlier, AB InBev had introduced an evolved strategy which aims to transform the business also involves leading and growing the beer category, digitizing and monetizing its ecosystem, and an optimized move to apply strong financial discipline and thoughtful resource allocation to drive superior value creation.
To support the new structure, the company has appointed Ricardo Tadeu, formerly Chief B2B Officer, to the newly created role of Chief Growth Officer; Lucas Herscovici, formerly Chief Sales Officer, as Chief Direct-to-Consumer Officer; Nick Caton, formerly the Chief Financial Officer for Anheuser-Busch will replace Tadeu as Chief BEES Officer and join the AB InBev SLT; Marcel Marcondes, most recently President of Beyond Beer and formerly Chief Marketing Officer of AnheuserBusch, has been appointed Chief Marketing Officer of AB InBev and will join the AB InBev SLT; Pablo Panizza, formerly Chief Direct to Consumer Officer, will transition to a new role as Global Head of Sales & Distribution; and Bernardo Novick, Global Head of ZX Ventures. All will now report directly to Tadeu in this new structure.
Commenting on the new structure and appointments, AB InBev Chief Executive Officer, Michel Doukeris said: “At AB InBev, we are redefining what a beer company can be,” added Doukeris. “This is an exceptional team, comprised of leaders expert in understanding and supporting consumer and customer needs, harnessing technology, and scaling new opportunities. With Ricardo’s visionary leadership, this new strategically aligned commercial structure will deliver continued momentum through relentless execution of our strategy, accelerating our journey from being category leaders to leading category growth.”
In his new role, Ricardo Tadeu will be tasked with driving growth by aligning key commercial functions including sales, marketing, B2B, direct to consumer and ZX ventures. A key architect of the company’s digital transformation, Tadeu was Chief B2B Officer prior to his current role, having spearheaded the creation of BEES, a vibrant ecosystem with more than 2 billion consumers and 6 million customers, generating over 10 million weekly transactions.
From 2017 to 2021, newly appointed Chief Marketing Officer of AB InBev, Marcel Marcondes was the Chief Marketing Officer at Anheuser-Busch, where he led the marketing strategy for a broad portfolio of some of the world’s largest beer brands. Marcondes sits on the Board of the Association of National Advertisers (ANA) and is a member of the Cannes Lions CMO Growth Council. He also sits on Adweek’s Diversity & Inclusion Council and leads Anheuser-Busch’s partnerships with AIMM’s #SeeHer and #SeeAll to promote multicultural marketing.
Newly appointed Chief Direct-to-Consumer, AB InBev, Lucas Herscovici was responsible for opening the “Beer Garage”, AB InBev’s Global digital innovation office, based out of Palo Alto, California. In 2012, he joined the North America Zone to become VP Digital Marketing and in 2014 he was appointed VP Consumer Connections for USA. In 2017, he was appointed Global Marketing VP of Insights, Innovation and Consumer Connections and held such role until 31 December 2018 when he became Chief Non-Alcohol Officer until August 2020.
Nick Caton has been with AB InBev for over 10 years, most recently as Chief Financial Officer for Anheuser-Busch. During his time at the company, Caton has held roles in finance, technology and sales in the North America Zone, Asia-Pacific Zone, BEES, and GHQ.
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