As a member of the AB InBev family, Carton & United Breweries offers unparalleled global career opportunities for the passionate and ambitious. In the last 12 months, six CUB staff members have been appointed to overseas roles – four in New York, one in China and one in Switzerland.
One of these talented team members is Tim Ovadia, who has accepted the role of Global Brand Director Stella Artois based in New York.
What I’ve done
I started at Carlton and United Breweries 10 years ago. CUB were originally my client when I worked for an innovation consultancy called WhatIF?!. I loved the work that CUB was doing and they obviously thought I had the right skills and attitude to join the team. I initially came across on a 12-month contract to a develop marketing capability program and despite swearing to myself that I’d never work client side…I’m still here 10 years later.
So why did I stay? Well it’s pretty simple…as a marketer the beer category is dynamic and consumers are passionate about their beer brands. It is great to work on brands that consumers actually love.
Secondly, over the last 10 years I have been able to grow and be challenged. CUB/ABI is an organisation that provides new and challenging opportunities that push you out of your comfort zone. And most importantly my values align with the values of the business. So when you’re learning and love what you’re doing…why leave?
After my 12-month consultant contract, I was given the opportunity to head up our Insights & Capability Team…something I’d never done before but it was a brilliant opportunity where we got to shape our philosophy as a marketing organisation, introducing new media principles that are still in place today and leading the rebalancing of the portfolio strategy that has helped transformed the business.
Following my time on insights, I moved into brand management and helped established the Yak Ales franchise, launching both Wild and Fat Yak and following that into my current role as Director Classic Brands.
Where I’m going
I am off to New York as Vice President Global Brand Director Stella Artois. I am excited about the opportunity, but it will feel a little like home as there are a number of other Australians who are already there including Paul Donaldson, Richard Oppy and Amanda Tilley.
As a marketer there’s probably no more exciting place in the world to live and work. While it’s a big change for the family, our two girls are young enough to move without too many complications and the schooling system in the US is outstanding. Both girls have now selected their new basketball team and can’t wait to get on the plane although the gravity of the move probably won’t hit until we start packing up the house in the next couple of weeks.
What I’m excited about
When I was offered the opportunity, to be honest, I had to pinch myself. And believe me, it didn’t take me long to accept. I never would have thought that as a marketer living in Australia, I would be the custodian of one of the world’s great FMCG brands.
Stella Artois was first launched in Leuven Belgium in 1708 in a brewery that was established in 1366. Australia wasn’t even colonized till 1788!! It is a privilege for me to able to nurture one of the world’s most well-known brands across 40 countries.
And of course, I will be working with one of the world’s most creative agencies in the world, Mother – another dream coming true.
I will be leading a team of 3 super talented beer marketers developing and executing a program that unlocks the potential of Stella Artois to become the world’s largest and most premium European lager.
What is my BHAG? Watch out Heineken!