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,
she was later appointed as Head of Consumer Marketing and Research at Cell C.
Andrea re-joined SAB at the beginning of 2007 as Capabilities Development Manager in the company’s brand marketing organisation which led her to leading brand marketing teams on two of SAB’s biggest beer brands Castle Lite and Carling Black Label.
As General Manager for Carling Black Label she was responsible for developing and execution of the turnaround plan 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.
As General Manager for Castle Lite, Andrea provided strategic leadership in developing the innovation strategy that supports Castle Lite’s ‘Extra Cold’ positioning and led the development of digital marketing capability across all SAB brands.
Recently 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.
Andrea leads a talented team across 20 brands in the stable which includes homebrewed favourites such as Carling Black Label, Castle Lager, Hansa, Flying Fish, Castle Lite, Redd’s and Brutal Fruit. Her portfolio also includes global favourites such as Budweiser, Corona, Stella Artois, Becks and new innovation in Castle Free and Flying Fish.
Behind Andrea’s mission as VP in Marketing is a relentless pursuit of connecting brands in a magnificent and authentic way, and as seen in campaigns across ABinBev, there is a clear narrative that brands can contribute in a meaningful way while they grow business.
Andrea is a coach, a mentor and a thought-leader with passion for the girl child and women development through opportunity creation. Grit, hard work, and performance are Andrea’s go to words of inspiration in the boardroom and she always reminds marketers that “the scoreboard does not lie”.