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Press Release
Anheuser-Busch InBev SA/NV
(Incorporated in the Kingdom of Belgium)
Register of Companies Number: 0417.497.106
Euronext Brussels Share Code: ABI
Mexican Stock Exchange Share Code: ANB
NYSE ADS Code: BUD
JSE Share Code: ANH
ISIN: BE0974293251
(“AB InBev” or the “Company”)
Anheuser-Busch InBev Appoints Ricardo
Tadeu Chief Growth Officer
Integrated Commercial Structure Aligns Sales, Marketing, B2B and Direct-to-Consumer
to Accelerate Growth
21 April 2022 – Anheuser-Busch InBev (Euronext: ABI) (NYSE: BUD) (MEXBOL: ANB) (JSE: ANH) (“AB InBev”)
today announced a newly aligned commercial leadership structure designed to accelerate the next phase of
innovation and growth. Based in New York, Ricardo Tadeu, formerly Chief B2B Officer, has been appointed to
the newly created role, Chief Growth Officer, reporting to AB InBev Chief Executive Officer, Michel
Doukeris.
This new structure will align marketing, sales, B2B and Direct-to-Consumer (DTC) under Tadeu in his Chief
Growth Officer role.
“Beer is a profitable and exciting category, projected to continue to grow volume and share of throat over the
next five years,” said Doukeris. “This new structure is a critical step in delivering our strategy and transforming
our business. Ricardo’s unrivaled expertise in customer and consumer-focused digital transformation combined
with his extensive commercial experience will enable us to meet the moment and accelerate growth in our core
business and continue to unlock profitable new business opportunities.”
A 26-year veteran of the company, Tadeu’s experience spans a variety of leadership roles including Chief Sales
Officer, Zone President of Africa and Mexico, and Business Unit President for markets including Brazil and
Hispanic Latin America. Tadeu is a key architect of the company’s digital transformation 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. Tadeu is a graduate of Universidade Cândido Mendes in Brazil and holds a
Master of Laws from Harvard Law School.
“I’m honored and inspired to take on this new role,” said Tadeu. “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.”
Tadeu’s remit includes the omni-channel direct-to-consumer ecosystem of fast-growing e-commerce platforms,
such as Zé Delivery and Beer Hawk, and 12,000+ retail stores, such as Modelorama, which generated nearly
1.5 billion USD in revenue in 2021, increasing over 35% versus FY20. He will also lead the industry leading
Sales organization and the Marketing team which was recently announced as the Cannes Lions Creative
Marketer of the Year.
As Chief Growth Officer, Tadeu’s direct reports will include:
Lucas Herscovici, formerly Chief Sales Officer, who will continue to serve on the senior leadership team (SLT),
now 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 Anheuser-
Busch, has been appointed Chief Marketing Officer of AB InBev and will join the AB InBev SLT. Marcondes
replaces Pedro Earp who is leaving the company.
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, will now report to Tadeu in this new structure.
“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.”
Executive Biographies
Ricardo Tadeu, Chief Growth Officer, AB InBev
Ricardo Tadeu is AB InBev’s Chief Growth Officer. Appointed to this role in April
2022, Tadeu is responsible for 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.
Born in 1976, he is a Brazilian citizen, and received a law degree from the
Universidade Cândido Mendes in Brazil and a Master of Laws from Harvard Law School in Cambridge,
Massachusetts. He is also Six Sigma Black Belt certified. He joined Ambev in 1995 and has held various roles
across the Commercial area. He was appointed Business Unit President for the operations in Hispanic Latin
America in 2005, and served as Business Unit President, Brazil from 2008 to 2012. He served as Zone
President, Mexico from 2013 until his appointment as Zone President Africa upon completion of the combination
of SAB in 2016. Tadeu most recently served as Chief Sales Officer.
Lucas Herscovici, Chief Direct-to-Consumer, AB InBev
Lucas Herscovici is AB InBev's Chief Direct-to-Consumer. Appointed in April 2022,
Herscovici has been with AB InBev since 2002, most recently as Chief Sales Officer.
Born in 1977, he is an Argentinean citizen and received a Degree in Industrial
Engineering from Instituto Tecnológico de Buenos Aires. Lucas joined the group in
2002 as a Global Management Trainee in Latin America South Zone and has built
his career in Marketing and Sales. After working in Argentina in several commercial
roles, he became head of innovation for global brands and later Global Marketing
Director of Stella Artois in 2008. In 2011 he 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, Chief BEES Officer, AB InBev
Nick Caton is AB InBev’s Chief BEES Officer. Appointed in April 2022, Caton has
been with AB InBev for over 10 years, most recently as Chief Financial Officer for
Anheuser-Busch.
Born in 1982, he is a U.S. citizen and received a bachelor’s degree in mathematics
from Stanford University and a law degree from Yale Law School. 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. Prior to Anheuser-Busch, Caton
was with McKinsey and with Skadden Arps LLP.
Marcel Marcondes, Chief Marketing Officer, AB InBev
Marcel Marcondes is AB InBev’s Chief Marketing Officer. Appointed in April 2022,
Marcondes has been with the company since 2005, most recently as Global
President, Beyond Beer. Born in 1975, he is a Brazilian citizen and holds master’s
degree in business administration from the Business School São Paulo.
From 2017 to 2021, 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.
Before joining AB InBev, Marcondes spent seven years in brand management at Unilever.
Anheuser-Busch InBev Contacts
Investors Media
Shaun Fullalove Kate Laverge
Tel: +1 212 573 9287 Tel: +1 917 940 7421
E-mail: shaun.fullalove@ab-inbev.com E-mail: kate.laverge@ab-inbev.com
Maria Glukhova Ana Zenatti
Tel: +32 16 276 888 Tel: +1 646 249 5440
E-mail: maria.glukhova@ab-inbev.com E-mail: ana.zenatti@ab-inbev.com
Cyrus Nentin
Tel: +1 646 746 9673
E-mail: cyrus.nentin@ab-inbev.com
22 April 2022
JSE Sponsor: Questco Corporate Advisory Proprietary Limited
About Anheuser-Busch InBev
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico
(MEXBOL: ANB) and South Africa (JSE: ANH) stock exchanges and with American Depositary Receipts on the New York Stock Exchange
(NYSE: BUD). As a company, we dream big to create a future with more cheers. We are always looking to serve up new ways to meet
life’s moments, move our industry forward and make a meaningful impact in the world. We are committed to building great brands that
stand the test of time and to brewing the best beers using the finest ingredients. Our diverse portfolio of well over 500 beer brands includes
global brands Budweiser®, Corona® and Stella Artois®; multi-country brands Beck’s®, Hoegaarden®, Leffe® and Michelob ULTRA®;
and local champions such as Aguila®, Antarctica®, Bud Light®, Brahma®, Cass®, Castle®, Castle Lite®, Cristal®, Harbin®, Jupiler®,
Modelo Especial®, Quilmes®, Victoria®, Sedrin®, and Skol®. Our brewing heritage dates back more than 600 years, spanning continents
and generations. From our European roots at the Den Hoorn brewery in Leuven, Belgium. To the pioneering spirit of the Anheuser & Co
brewery in St. Louis, US. To the creation of the Castle Brewery in South Africa during the Johannesburg gold rush. To Bohemia, the first
brewery in Brazil. Geographically diversified with a balanced exposure to developed and developing markets, we leverage the collective
strengths of approximately 169,000 colleagues based in nearly 50 countries worldwide. For 2021, AB InBev’s reported revenue was 54.4
billion USD (excluding JVs and associates).
Forward-Looking Statements
This release contains “forward-looking statements”. These statements are based on the current expectations and views of future events
and developments of the management of AB InBev and are naturally subject to uncertainty and changes in circumstances. The forward-
looking statements contained in this release include statements other than historical facts and include statements typically containing
words such as “will”, “may”, “should”, “believe”, “intends”, “expects”, “anticipates”, “targets”, “estimates”, “likely”, “foresees”, “preparing”
and words of similar import. All statements other than statements of historical facts are forward-looking statements. You should not place
undue reliance on these forward-looking statements, which reflect the current views of the management of AB InBev, are subject to
numerous risks and uncertainties about AB InBev and are dependent on many factors, some of which are outside of AB InBev’s control.
There are important factors, risks and uncertainties that could cause actual outcomes and results to be materially different and the risks
and uncertainties relating to AB InBev described under Item 3.D of AB InBev’s Annual Report on Form 20-F (“Form 20-F”) filed with the
US Securities and Exchange Commission (“SEC”) on 18 March 2022. Other unknown or unpredictable factors could cause actual results
to differ materially from those in the forward-looking statements.
The forward-looking statements should be read in conjunction with the other cautionary statements that are included elsewhere, including
AB InBev’s most recent Form 20-F and other reports furnished on Form 6-K, and any other documents that AB InBev has made public.
Any forward-looking statements made in this communication are qualified in their entirety by these cautionary statements and there can
be no assurance that the actual results or developments anticipated by AB InBev will be realized or, even if substantially realized, that
they will have the expected consequences to, or effects on, AB InBev or its business or operations. Except as required by law, AB InBev
undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events
or otherwise.
ab-inbev.com
Date: 22-04-2022 08:08:00
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