AB InBev Shuffles Digital Marketing Roles

CRM Director Hanselmann Adds Consumer Connection, Digital Responsibilities

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Anheuser-Busch InBev is making changes in its digital marketing ranks as it fills a vacancy created earlier this year when Erin Matts, global director-digital connections, left to become chief digital marketing officer at Glam Media.

The brewer has filled her position internally, tapping Hugo Hanselmann, who joined AB InBev six years ago after working for Daimler in Asia and Europe, a spokeswoman confirmed to Ad Age . Mr. Hanselmann, who was educated in the Netherlands, was most recently the brewer's global director for CRM and licensed merchandise. In a consolidation move, he will keep those responsibilities but add consumer connections and digital to his title.

Paul Chibe

Meanwhile, Lucas Herscovici, the brewer's global director-strategic innovation and marketing, will become VP-digital marketing for the brewer's North American zone, reporting to Paul Chibe, VP-U.S. marketing. Although the North American zone is run out of St. Louis, Mr. Herscovici will remain in Palo Alto, Calif., where he has worked with digital startups as part of the global job. The brewer is expected to fill the global position soon.

"Lucas has done an outstanding job building AB InBev's global capability in digital, and we look forward to his entrepreneurial and strategic approach to building a FMCG [fast-moving consumer packaged goods] leading capability in digital marketing for the U.S. market," the brewer said in a statement to Ad Age , confirming the move.

Stephen Surman, the brewer's former VP-U.S. digital strategy, has left the company. Mr. Herscovici is not replacing Mr. Surman, with the brewer characterizing Mr. Herscovici's role as a new one, covering all of North America.

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