Ross Sergeant

Ross is part of a 200-strong global team across regions including US/Canada, South America, Europe, Africa, Asia and Australia / New Zealand. With all their activities touching consumers’ lives, they are learning how to collect, with permission, and leverage first party data in a way that brings the best brand experience to those who want to drink better. Ross’ team is working through a couple of in-house, out-source ways of media and touchpoints strategy, planning and buying across several territories to understand how the business best operates. Their priority is long-term brand-building to reach beer drinkers across the globe, at times in an impactful way and at times in a longer conversation. They employ short-term sales-driving media and touchpoints across all markets in a way that suits the market and it’s off-line/on-line maturity, applying a different solution to each situation.