Marcel Marcondes has recently been appointed Global CMO, ABinBev. This move is part of the revised global strategy for ABI, which will focus on leading the category growth and creating a future with more cheers.
For the past 5 years Marcel 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 – Budweiser, Bud Light, Michelob ULTRA, Stella Artois and more. He was responsible for a transformation within the marketing organization where people are at the center of everything they do as a company.
By applying this people-first approach to the business, Marcel has overseen many of the fastest growing brands in the industry by connecting the portfolio with consumer trends and innovation. Since 2018, the company has led innovation volume in the beer category tripling innovation rate and new product net revenue generation, reaching over one billion USD.
Marcel was recently named to Forbes “World’s Most Influential CMOs” list and AdWeek’s Top 50 across marketing, media and technology. Since 2019, Marcel has been recognized on Business Insider’s annual “Top 25 Most Innovative CMO’s In the World” list. In 2017 and 2018, Sports Business Journal recognized Marcel as one of the 50 Most Influential People in Sports Business.
Using creativity to build brands, Anheuser-Busch has won a total of 39 Cannes Lions, 37 Pencils at the One Show and 43 Clios – the most in the company’s history during that span. That approach plus the creation of in-house digital capabilities also led AB to the #1 position in the industry on social media performance.
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 sits on Adweek’s Diversity & Inclusion Council and leads Anheuser-Busch’s partnerships with AIMM’s #SeeHer and #SeeAll to promote multicultural marketing. He also serves as a mentor for The Marketing Academy where he works with talented marketers to develop their leadership capabilities.
A 16-year veteran of ABInBev, Marcel has spent his career at the company connecting its beers to people and culture to drive growth. Prior to his U.S. leadership role, Marcel was Vice President of global brands and growth development platforms where he managed international expansion. Before that, Marcel led marketing for Skol, Brahma and Antarctica in Brazil, the three largest brands in that market.
Before joining ABInBev, Marcel spent seven years in brand management at Unilever. Marcel has a master’s degree in business administration from the Business School São Paulo.