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Renaldo Chapman, Senior Brand Director, Michelob ULTRA, Anheuser-Busch

Renaldo Chapman is a Senior Brand Director at Anheuser-Busch. In his current role, Renaldo is responsible for all things product and quality for Michelob ULTRA Brand Family including consumer segmentation, product innovation (packaging/beer), brand architecture, and pricing. Recently, he disrupted the beer industry by launching Michelob ULTRA Pure Gold – the world’s first mass organic beer – resulting in over $50MM in revenue for year one. Continuing the spirit of disruption, Renaldo built a brand run Innovation Center in Colorado, the first of its kind, to foster product collaboration with lifestyle brand partners, brewmasters, and influencers with the goal of further shaping the future of light beer.

After joining the company in 2014, he worked on the strategy behind Budweiser’s successful “Brew the Hard Way” 2015 Super Bowl campaign. Renaldo extended the strategy to the brand’s summer music platform with a specific focus on the Made in America music festival partnership with Jay-Z’s Roc Nation. During his time on Budweiser, he successfully launched the Statue of Liberty packaging, briefed the disruptive America packaging, and delivered the brand’s best top12 share performance in 15 years. He was quickly promoted to Brand Manager on the Bud Light Extensions (Lime, Chelada, Platinum) +$500MM portfolio in 2016. His duties included brand repositioning, consumer targeting strategy, communications strategy, and brand architecture to maximize revenue.

In addition to his daily duties, Renaldo is shaping Anheuser-Busch’s internal culture by influencing their Diversity and Inclusion initiatives. He currently leads the company’s African- American resource group, guides the diversity recruitment strategy, and creates internal engagement dialogue.

He received a Bachelor of Art’s degree in Political Science & Strategy from North Carolina Central University and an MBA from the University of North Carolina at Chapel Hill.

 

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