With an obsession for consumers and doing work with meaning and impact, Andrea Quaye is an award winning veteran marketer who has led some of the biggest brands on the African continent to massive growth inspired by strong marketing, strategy and guts.
With an Honours Degree in Economics from the Universite Pierre Mendes – France and a DESS International Business from the Institut d’Administration des Entreprises de Poitiers (IAE), Andrea spent half a decade at Unilever, managing brand expansions and portfolios that set the tone for her marketing approach. Andrea joined SAB Miller Africa as Marketing Development Manager and in 2005 and in 2007 was appointed Capabilities Development Manager in the company’s brand marketing organisation. She led marketing teams on two of SAB’s biggest beer brands Castle Lite and Carling Black Label and became VP in Marketing. She was responsible for developing and executing the turnaround plan for Carling Black Label that saw one of South Africa’s most iconic beer brands return to growth. Under her stewardship, the Carling Black Label ‘Be the Coach’ campaign won 12 Cannes and 4 Pencil Awards as well as a Grand Prix at the Loeries.
Andrea provided strategic leadership in developing the innovation strategy that supports Castle Lite’s ‘Extra Cold’ positioning and she led the development of digital marketing capability across all SAB brands. At the Cannes Awards 2018, Andrea received a Grand Prix for the Carling Black Label campaign #NoExcuse and across ABinBev, these campaigns have gone to become ‘best in class’ for the global business. In 2019 Andrea won the Loerie’s Marketing Leadership and Innovation Award.
In 2021 Andrea took up the role of Senior Director, Global Category Lead Coffee Coca Cola.