Pedro Earp
The Catalyst
Ideas with a spark, energy, range and the ability to start things.
Pedro Earp reads as The Catalyst because he deliberately dismantled AB InBev's calcified scale to restore creative momentum. As Chief Marketing Officer, he reframed the company's mission away from selling beer and toward building consumer relationships, and traded competitive insularity for an open-arms approach to craft brewing.
“Yeah, you know, Barry, kind of in the, I mean, when I joined the company, the company was. Kind of mentorship, you know, for someone that I would have like deep conversations and get some learnings from.”
“I think, you know, when I started, it was a lot about, you know, understanding the theory behind it, you know, understanding about brand building, about channel planning, about all the theoretical underpinnings and off marketing and consumer understanding.”
“Yeah, I mean, in our case, it was really fast for two reasons. The first one is that we have big operations in China. We have 20% market share in China and roughly 60% of the total premium deal marketing in China. And we saw when it got started in China.”
“Again, going back to the culture, the pressure that we're having here is because we want to accomplish more as a team and as owners. It's not a pressure that comes because the boarder wants us to do something or deliver something or the CEO wants to do something and deliver something.”
Masters in Business: “Pedro Earp on the Business of Beer (Podcast)”
LISTEN AT THE SOURCE ↗THE RECORD IS CHECKABLE