03/04/2010 (11:15 pm)
A-B reorganizes marketing effort
ST. LOUIS — Anheuser-Busch unveiled a shake-up in its marketing department Tuesday that divides responsibility for beer brands along consumer-segment lines and places greater importance on developing new products and reaching multi-cultural consumers.
But the brewer was close to mum on any layoffs that might result from the shake-up. A-B marketing Vice President Keith Levy said, "There were some, but we’re not getting into numbers."
The only specific departure mentioned, via an e-mail sent to A-B workers, was Marlene Coulis. She is an 18-year A-B veteran who holds the title vice president of consumer strategy, insights and innovation. She will stay through month’s end, A-B said. The brewer gave no reason for Coulis’ departure. She could not be reached for comment.
The marketing changes were anticipated since A-B announced last month that it planned sweeping changes to both its sales and marketing. Company President Dave Peacock said the changes were aimed at making A-B "optimally organized and as efficient as possible."
The changes were developed after months of work under the code name "Kashi" — as in the cereal with the slogan "Go Lean." Sources said about 450 jobs would be cut as part of the initiative free credit report online.
A-B’s sales force learned its fate two weeks ago, with a series of promotions and, according to sources, 90 layoffs, including four vice presidents.
In the marketing department, A-B said three top-line executives were promoted to new roles: Linda Tucker to vice president of insights, Julia Mize to vice president of marketing solutions and Juan Torres to senior director of value brands.
All are A-B veterans.
Several others are staying in their current roles. But across the board, there is more emphasis on reporting directly to Levy, including Pat McGauley, vice president of innovations, and Eduardo Pereda, senior director of multicultural marketing.
Such changes represent the company’s priority on brand development and multicultural segments, Levy told the Post-Dispatch on Tuesday.
The brewer also realigned the way it handles marketing to fit consumer segments — premium light (Bud Light, Michelob Ultra and Select 55), imports and crafts (higher-end consumers), value brands (important brews, but with less marketing support) and Budweiser.
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