New York, New York, United States
Marcel Marcondes is the Global Chief Marketing Officer for AB InBev. In nearly two decades at AB InBev, Marcel has focused on driving growth by connecting beer to people and culture. He has held multiple roles at the company including Global President, Beyond Beer, and prior to that, as the Chief Marketing Officer at Anheuser-Busch, leading the U.S. business. Marcel currently leads a global portfolio of 500 brands, which includes some of the largest beer brands in the world. Under Marcel’s leadership, the commercial team is designed to drive organic growth with a brand building model focused on creating deep engagement with consumers and being part of moments of celebration best enjoyed with a beer in hand. Marcel’s team leverages data and technology to deliver creative solutions that bring personalization at scale for consumers through one-to-one interactions while also supporting AB InBev’s B2B and DTC businesses. He approaches innovation with a consumer-centric mentality to expand beer occasions and provide consumers with balanced choice propositions, including superior no & low alcohol products. In 2023, Marcel led the company to become the first-ever consecutive two-time recipient of the Cannes Lions Creative Marketer of the Year. In 2024, AB InBev was recognized as the #1 company in Marketing Effectiveness by the Effie Global Index – making it the first organization to hold the recognition three years in a row. According to Kantar BrandZ, AB InBev currently holds 8 out of the top 10 most valuable beer brands in the world, with Corona as #1. Marcel currently sits on the Board of Directors for the Association of National Advertisers (ANA) and is a member of the Cannes Lions CMO Growth Council. He also serves as a mentor for The Marketing Academy where he works with talented marketers to develop their leadership capabilities.
• Led marketing strategy and execution across all U.S. brands, innovations and media
• Led all brand strategy and marketing activity for Corona, No/Low alcohol brands, and FMB brands globally • Managed international expansion of global brands • Grew top line by double digits
• Managed all of AB InBev strategy and execution as first-time World Cup sponsor in 2014 • Oversaw integrations among Logistics, Supply, Legal, Marketing, and Sales teams • Successfully led the company to record market share in Brazil
• Created the strategy and led the execution of full Marketing and Sales planning integration on both Brahma and Antarctica brands, leading to increased sales and brand performance • Addressed the challenges of understanding cultural nuances by leading regional brands
• Successfully reversed brand decline to become #1 beer brand in Brazil • Implemented Ambev’s first-ever specialty division to study Millennia behavior within the Skol brand team