August A. Busch IV, president of Anheuser-Busch Inc., announced the creation of a new position: executive vice president, Global Industry Development. This newly created position will be responsible for representing Anheuser-Busch with alcohol beverage industry groups nationally and abroad, and will work to enhance the overall image of the beer industry with both the public and within the industry.
"Because this individual will serve such an important function in representing the beer company,” Busch said, “finding the right person to take on the role was a challenge. What we needed was an individual of credibility and stature who can represent the company and the industry in a comprehensive, consistent and proactive manner. I am pleased to announce that Robert C. Lachky, currently vice president of brand management and director of global creative, has accepted the position, which will report directly to me.”
In his new role, Lachky will draw on his experience as head of the company's creative development team. "Bob has been the voice of Anheuser-Busch via our advertising and creative messaging. This new role allows him to channel that wealth of creative talent into another area of critical importance to the company's success," Busch added.
Lachky expressed appreciation for the chance to develop this new role. "I am excited and inspired by the challenge that has been put before me. After leading our creative team to seven consecutive wins in the Super Bowl's USA Today Ad Meter Poll, I am grateful to be leaving my job as head of brand creative on a high."
"No one in the industry has had a greater impact on shaping the image of Anheuser-Busch's extensive portfolio of brands," Busch added. "Bob has garnered countless awards and accolades as the company's chief creative architect. This new position recognizes Bob's strengths and talents as a key spokesperson of the company and, in fact, of the entire beer industry."
As executive vice president of Global Industry Development, Lachky will represent Anheuser-Busch Inc. with key audiences and proactively identify all industry groups where Anheuser-Busch's story should be represented and heard. He will serve as the company's representative with trade groups and industry organizations.
Assuming Lachky's prior position as vice president of Brand Management will be Marlene V. Coulis. Coulis is the first woman and the first Latino in the company's history to hold this position.
"I am thrilled to have Marlene advance to this new role. She brings with her not only an extensive background in consumer research and brand marketing, but a decidedly new perspective on connecting with today's contemporary adult consumer," said Busch.
Coulis, who has been with the company for 13 years, has held prior positions in geographic marketing, new product/brand development and marketing research. Her current position is vice president of Marketing Planning & Research and Customer Satisfaction. Coulis also will become a member of the Anheuser-Busch Strategy Committee, a group comprised of the company's most senior executives responsible for overseeing policy and setting the company's strategic course.
"This is an exciting and challenging time for our company and our industry," said Coulis. "I am honored by the opportunity to help grow our company's success." Coulis will report to Michael J. Owens, vice president of Sales and Marketing for the company.