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Global Manager, Conversion Marketing

New York, NY

About AB InBev

AB InBev is the leading global brewer and one of the world’s top 5 consumer product companies. With over 500 beer brands we’re number one or two in many of the world’s top beer markets: North America, Latin America, Europe, Asia, and Africa.

 

About ABI Growth Group

ABI’s Growth Division is the center of innovation and tech development within ABI, which is driving ABI’s growth by developing innovations for the core beer business and creating new hyper-growth tech businesses.

ABI Growth includes the following business lines: BEES (our business-to-business e-commerce and SaaS business, also focused on new technologies), TaDa and Ze Delivery (our direct-to-consumer e-commerce businesses), and several other high-tech divisions, including fintech and venture capital.

Role Summary:

Michelob ULTRA is seeking a strategic and execution-strong Trade & Experiential Director to lead the development and delivery of impactful conversion-focused marketing across key trade and consumer touchpoints. This role will be responsible for building global toolkits, enhancing in-store and on-premise presence, and bringing our brand’s Superior Access platform to life through meaningful experiences and high-performing promotional initiatives. The ideal candidate combines strong commercial and creative instincts, with deep expertise in shopper marketing, experiential activation, and cross-market toolkit development.

Key Responsibilities:

  • Conversion Toolkit Development & Deployment | Lead the design of global conversion toolkits, including:
  • Trade and shopper promotions
  • Merchandising strategies
  • Packaging innovations
  • POS materials and value offers
  • Ensure toolkits are market-ready, easily localized, and aligned with brand standards.
  • Experiential Strategy & Execution
  • Oversee development of experiential toolkits that elevate brand equity and engagement.
  • Guide execution of global experiential assets with a focus on effectiveness and scalability.
  • Design immersive experiences that unlock Superior Access for consumers.
  • Trade Activation Leadership
  • Act as the global guardian of the Michelob ULTRA Trade Toolkit, ensuring consistency, relevance, and performance across markets.
  • Partner with local markets to optimize toolkit usage and trade conversion.
  • Lead Projects with Global Impact | Drive the end-to-end strategy and execution of high-profile initiatives, including but not limited to:
    • NBA and FIFA Club World Cup packaging programs
    • Superior Access 2.0 promotions and trade campaigns (NBA + FIFA)
    • NBA Mexico Game brand activation
    • FIFA World Cup 2026 experiential plan development
    • Design and delivery of global trophy assets (2025/26)

Qualifications & Experience:

  • 8+ years of experience in trade marketing, experiential, shopper marketing, or brand activation — ideally with global exposure.
  • Strong understanding of CPG or beverage/alcohol industries.
  • Proven experience in leading cross-functional projects and managing global toolkits.
  • Background in sports marketing or entertainment partnerships is a strong plus.

Skills & Competencies:

  • Strategic thinker with hands-on execution skills
  • Exceptional project management and cross-market collaboration ability
  • Deep commercial acumen paired with creative sensibility
  • Strong visual and brand literacy—knows what good looks like
  • Resilient, agile, and solutions-oriented
  • Comfortable navigating ambiguity in high-stakes environments

 

What We Offer 

Work Location: New York, NY (onsite)

Salary: $167,280 - $186,960

  • Competitive compensation package where you’ll be rewarded based on your performance and recognized for the value you bring to our business 
  • Total Rewards package including: medical and dental coverage, fertility benefits, 401k match, parental leave, and paid time off 
  • Continuous learning: You’ll develop the mindset and skills to navigate whatever comes next 
  • Diverse and inclusive culture: You’ll be embraced for who you are and empowered to use your voice to help others find theirs 

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