Marcel Marcondes

Chief Marketing Officer, AB InBev

Search every verified Marcel Marcondes interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Marcel Marcondes, Global Chief Marketing Officer at AB InBev, has been recognized as the WFA Global Marketer of the Year, an award he described as a team achievement reflecting the company's focus on consistency and long-term brand building. He has stated that the company's strategy centers on a "Mega Brands" program, which prioritizes fewer brands with larger investments to move from being an advertiser to an experience provider. Marcondes has emphasized that creativity is a means to solve business and consumer problems, not an end in itself, and that consistency in brand messaging is crucial for sustainable growth. He cited Corona's partnership with the Olympic Games as a key recent success, noting it was the first time beer was part of the Games and helped expand the Corona Zero non-alcoholic proposition, leading to a tripling of Corona Zero volume and doubled growth rates for the Corona family. Marcondes has advocated for long-term, trust-based relationships with agency partners, describing the responsibility for brand work as a 50/50 split between client and agency. He has also highlighted the importance of technology, noting that 70% of AB InBev's net revenues come from digital channels, and that AI should be embraced as a tool for personalization at scale. He has described the company's culture as one of meritocracy and ownership, and has stated that the role of a marketer is to act as a bridge between consumers and the business, adjusting the company to meet consumer needs rather than convincing consumers to buy what the company makes.