Carlton and United Breweries marketer Richard Oppy takes global role

Australian marketing VP shares with CMO how he plans to lead worldwide marketing for iconic beer brands such as Corona, Stella Artois and Budweiser

Richard Oppy
Richard Oppy

Carlton and United Breweries’ VP of marketing, Richard Oppy, is going international after landing the role of global VP of global brands.

Oppy’s remit, which includes Corona, Stella Artois and Budweiser, will see him relocate to New York in January 2019 where he will lead global marketing for what’s considered some of the biggest beer brands in the world.

“I'm obviously over the moon and humbled by this amazing opportunity. At a time when other consumer goods companies have cut costs, we have invested in innovation and fuelled growth,” Oppy said in a statement. 

“As a passionate marketer and brand lover, I have to pinch myself when I think about being chosen to run some of the most loved brands globally out of New York with this incredible business.

“The biggest challenge will be developing creative and platforms for the Global Brands that are relevant to both emerging and mature markets and maintaining global consistency. It’s great that the biggest consumer packaged goods business in the world is giving an Australian marketer the opportunity to lead their Global Brands which are the ‘crown jewels’ of the business.”

Oppy, formerly AB InBev’s VP of marketing, Asia Pacific South, has been with Carlton & United Breweries for almost 18 years.He started at CUB in 2001 as an assistant brand manager for VB and Carlton Mid and has since risen the ranks in various marketing roles including CUB marketing director.

Last year, he was appointed VP of marketing, Asia Pacific South, a position that saw him lead marketing for AB InBev in Australia, India and Southeast Asia. He was also recognised in 19th position in the CMO50 last year. 

According to the company, Oppy’s time leading CUB’s marketing strengthened the business’ brands and rebalanced its portfolio, which has drove topline growth.

Under Oppy’s leadership, CUB made big bold bets on the future, with the introduction of new innovative brands and products among his biggest achievements. His innovations include Great Northern, Carlton Dry, the Yaks, Carlton Draught Tank Beer and Pure Blonde Cider.

Speaking about the new role with CMO, Oppy said he was up against some tough competition globally and is thrilled to have landed the job.

“The fact they gave me an opportunity, being an Australian marketer, on the global stage is exciting. Australia is a relatively small market, so to be recognised for the work  that we’ve done in this market, and to be able to lead the way globally from a marketing point of view, is fantastic recognition for my team," he said. 

"It's also great for aspiring marketers coming into our business and seeing the opportunities that can eventuate on the global stage, and what can happen if you deliver some great work.”  

He said he plans to put an Aussie spin into the mix. “People love Aussies. They are down to earth and often known as good collaborators and also call it the way it is. Certainly, what I’ll be taking with me will be the thinking of betting on the future. Understanding what the future trends are and making some big bold bets into how we evolve this global brand, and how we continue to connect with consumers as the media landscape changes in an effective way.

“The biggest thing to look at from an Australian marketing point of view is making sure our brand is well positioned and then cutting through the clutter with creativity. What comes with that is being strong with your strategy, but also creating an environment that inspires creativity and making sure you have great partners around you.”

Oppy will have a VP of Corona, a VP of Budweiser, and a VP of Stella Artois all reporting to him.

“I will be the only Aussie in the global team and hopefully I can fly the flag,” he said, explaining local operations a few years ago found great success promoting the Corona brand across Australia. This then became best practice around the world.

A local replacement VP of marketing is yet to be determined.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

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