A-B In-Bev Shakes Up Its Leadership Structure With New Global CMO

Pedro Earp will take the reins from Miguel Patricio

Pedro Earp (right) will take the reins from Miguel Patricio (left). - Credit by Z Venture, Getty Images
Headshot of Kristina Monllos

Anheuser Busch In-Bev is reorganizing its leadership team. The company has tapped a new global CMO, Pedro Earp, who will assume the role from Miguel Patricio, who will now serve as the company’s chief of special global projects.

Earp, currently chief disruptive growth officer, will now not only be the company’s global CMO but he will also be ZX Ventures officer. ZX Ventures is a venture capital team backed by AB In-Bev that will, according to the release, continue to be an independent entity to “remain ahead of the curve, stay agile and invest in new products and experiences to address emerging consumer needs.”

“To further our objective of anticipating market and consumer trends, we will bring marketing and ZX Ventures under a common global lead, which will allow us to adopt ZX Ventures’ innovative approach more broadly,” the company stated in the release.

As part of the reorganization, which will go into effect in January 2019, AB In-Bev has also created two new positions, both of which will report to CEO Carlos Brito.

Global marketing vp of strategic functions Lucas Herscovici, will now be the company’s chief non-alcohol beverages officer. According to the release, non-alcoholic beverages currently “represent more than 10 percent of [AB In-Bev’s] current volumes” and Herscovici will be tasked with growing that business.

Pablo Panizza, currently serving as president of the BU Rio de la Plata for the South American zone, will take over another new position, chief owned retail officer. He will focus on “managing [AB In-Bev’s] existing owned-retail business, including shaping its strategy, coordinating cross-market initiatives and sharing best practices.”

As part of the restructure, the company will cut the number of geographic zones from nine to six.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
Publish date: July 26, 2018 https://dev.adweek.com/brand-marketing/a-b-in-bev-shakes-up-its-leadership-structure-with-new-global-cmo/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT