AB InBev Restructures; Names Ricardo Tadeu 1st Chief Growth Officer

Lisa Johnston
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Anheuser-Busch InBev has restructured its commercial leadership, appointing its first chief growth officer and naming a new chief marketing officer. 

Previously chief B2B officer, Ricardo Tadeu will assume the new growth chief role of the No. 8 consumer goods company, with the marketing, sales, B2B, and direct-to-consumer (DTC) organizations aligning under him. As part of this, he’ll oversee AB InBev’s e-commerce platforms, including Zé Delivery, and Beer Hawk, as well its more than 12,000 retail stores.

Tadeu, who will report to AB InBev CEO Michael Doukeris, has been with the company for 26 years in such roles as chief sales officer, president of its Africa and Mexico regions, and business unit president for Brazil and Hispanic Latin America.

He also led the creation of the BEES ecosystem, which the company said generates more than 10 million weekly transactions.

[Learn more about AB InBev's burgeoning BEES platform]

Marcel Marcondes, most recently president of Beyond Beer and formerly chief marketing officer of Anheuser Busch, has been appointed CMO of AB InBev and will join the AB InBev SLT. He'll report to Tadeu and will replace Pedro Earp, who is leaving the company.

Marcondes has been with the company since 2005, most recently serving as its global
president of Beyond Beer. Prior to this role, he was CMO of Anheuser-Busch. 

Under the new structure, the following execs will also report to Tadeu:

  • Lucas Herscovici, formerly chief sales officer, is now chief direct-to-consumer officer. He will continue to serve on the senior leadership team (SLT).
  • Nick Caton, formerly CFO Anheuser-Busch, will replace Tadeu as Chief BEES Officer and join the AB InBev SLT.
  • Pablo Panizza, formerly chief DTC officer, will transition to a new role as global head of sales and distribution.
  • Bernardo Novick, global head of ZX Ventures, will now report to Tadeu.  

Doukeris said the new structure is key to transforming the company’s business and pointed to Tadeu’s commercial and digital transformation experience, which are expected to help the company accelerate growth and unlock new business opportunities.

“With a talented team, iconic beer brands, a powerful technology platform, and customer and consumer centric solutions that did not even exist five years ago, we have a remarkable opportunity to solve real problems and create extraordinary value for the company,” said Tadeu in a statement.

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