Ricardo Dias knows the beer business from the ground up. He started selling suds in Brazil, where he went store to store trying to get brand placement for AmBev, which would later become part of the global beer behemoth known today as Anheuser-Busch InBev.
He took the role as A-B InBev's Global Vice-President of Consumer Connections in New York City early in 2014, after working several years across a number of roles and functions around the world, including England, Canada and China. His current role gives him oversight of media, digital and experiential platforms for the world's largest brewer. On the tech front, Ricardo oversees the brewer's digital and social innovation studio in Palo Alto, CA - nicknamed the "Beer Garage."
Ricardo has fully embraced innovation, running AB InBev’s first hackathon in London to explore ways of developing stronger connections with consumers and underscore its commitment to digital growth. The company hosted 70 developers, designers and entrepreneurs to learn new ways to enhance its food and beer pairing application program (API), built by the company's Beer Garage.
On the experiential front, Ricardo led the development and implementation of a global Electronic Dance Music platform for AB InBev’s focus brands across the world, including Bud Light in the US and Canada, Budweiser in China, Corona in Mexico and Skol in Brazil.
He also played a vital role in the most successful FIFA World Cup activation to date at AB InBev, where he led his team on-site during the 2014 tournament at the “Budweiser Hotel” - a 24/7 events and global content hub – as the epitome of the brands’ campaign throughout the competition.
In 2014, he was named Advertising Age’s “Media Maven”, particularly because of his focus on digital innovation and experiential marketing. He was also named as one of “The Internationalists of the Year” by taking marketing risks that produce results in multiple markets and influencing worldwide thinking about best practices.
Ricardo had a non-traditional rise to the top of the advertising and marketing world. From his humble beginnings, getting beers in fridges at the trade he has taken bold risks while delivering solid results along the way. He embraces the power of dreaming big and not letting anything in the way of achieving those dreams.
Last Updated: January 13, 2016