Craig, 
Head of Budweiser 
Drinks Dispense 
On-Trade IFT FSM 
England & Wales
 

 ?  What inspired you to apply for the SMT Programme at AB InBev, and how did it shape your leadership journey? 

I applied for the SMT Programme at AB InBev because utilising my engineering degree inspired me to explore the opportunity to be involved in the end-to-end supply chain and operations, and the chance to make a real impact across the business. 
I was excited about taking on people management responsibilities so quickly after leaving university. Having the chance to help shape others’ careers through ongoing feedback and development. The chance to work with the world’s biggest brewer and its iconic brands is an incredible opportunity, and it was inspiring to know the business encouraged exploring different functions within the company to grow and develop.
AB InBev’s core principle of being a company of owners who dream big deeply resonates with me. I’m driven by the idea of thinking boldly, creating opportunities for growth, and making a long-term impact. This aligns perfectly with my ambition to lead with vision and be part of a culture that encourages ownership and innovation. 
 

 ?  How did the programme prepare you to take on leadership responsibilities, and can you share a moment when you demonstrated leadership?

The SMT programme prepared me to take on leadership responsibilities by offering rotational project work across different facets of the company. This exposure gave me a deep understanding of how AB InBev operates and helped me develop a well-rounded perspective on leadership. Within 12 months, I was leading a team of 35 people. This experience helped me hone my management skills, especially in terms of inspiring and guiding a team towards a common goal. The programme also provided invaluable management training that gave me the tools to lead with confidence, make strategic decisions, and support my team’s ongoing development.
 

 ?  Can you share a project from the programme where your leadership or decision-making made a significant difference? What was the impact?

One project that stands out was my work on reducing beer loss at the brewery. I worked closely with both the brewing and packaging departments, engaging with all levels of the business to understand the root causes of the issue. By fostering strong collaboration and developing a new way of working with the teams, I was able to drive a significant improvement. My leadership and decision-making in guiding the teams through this process resulted in over a 10% reduction in beer loss. This project not only had a direct impact on operational efficiency but also highlighted the power of effective communication and teamwork in driving tangible results.
 

 ?  What would you say to candidates considering the SMT Programme about how it helps build leadership skills and opens doors for their future career?

Just do it! The SMT Programme is challenging, but with that comes incredible training and support to set you up for success. It challenges you to develop the right behaviours for problem-solving and provides valuable people management experience that will shape your leadership style. The programme has given me the platform to excel and has been key to my most recent move into a commercial function. It opens doors for your future career and accelerates your growth in ways you wouldn't expect!
 

 ?  How has your role evolved since completing the traineeship, and what responsibilities do you now manage that inspire you the most?

Since completing the traineeship, my role has evolved significantly as I’ve moved from the supply function into the commercial operations function. I’ve gone from leading a team of 35 in the brewery to managing a team of over 150 people across the UK. What inspires me the most is the responsibility I now have in managing a full structure of leaders, managers, and a workforce out in the trade. I’m focused on ensuring our beers are being enjoyed by consumers at the highest quality, which is incredibly rewarding. The ability to lead at this scale and have a direct impact on the customer experience keeps me motivated and excited every day.