Emma, 
Gram Colruyt 
Group
 

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

During my studies, a few former trainees visited my school to discuss the company’s values, brands, and culture. For the first time during a company presentation, I just knew—this was where I wanted to be. The values and culture felt like such a natural fit with my personality. Throughout the recruitment process, I couldn’t wait to move on to the next round, discover more about the company, and meet new people along the way.
My two favorite things about the company are the people and the mindset. No matter the age or role, everyone shares the same drive to push the company forward and to bring our brands to the consumers to enjoy our amazing beers responsibly.  It's truly a pleasure to be part of this company where we work towards the same goals, surrounded by so much positivity. This shared mindset is rooted in our crystal-clear 10 principles, which everyone genuinely lives by every single day. 
 

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

I'm grateful to have gained field experience, deep customer and market knowledge during my traineeship. After all, if you don’t understand our consumers and customers, how can you create plans to sell our brands and become an inspiring leader in the company? This hands-on experience continues to help me every day in motivating and inspiring my team.
 

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

We're in a dynamic market where shifting consumer interests, particularly health & wellness trends, play an increasingly important role. With a customer-focused mindset, our commitment to responsible drinking, and our fantastic 0.0 brands, we can navigate this change effectively. What I found truly impactful and inspiring is how, with the company’s support, I was also able to help student organizations enjoy our beers in a responsible way.
 

 ?  What was the most valuable skill or insight you gained from working in On-Trade or Off-Trade sales, and how has it shaped your career?

My sales skills developed significantly during this experience. I also learned a lot about how a company looks at results, how to work towards KPIs and goals, how to be part of a team, and how to find your place within a large organization. In school, I learned a lot about how a business operates on paper, but it was during the programme at AB InBev where I truly developed key skills through real-world experiences. I gained flexibility, a can-do mentality, and a goal-focused mindset by facing practical challenges and applying what I had learned in real situations—valuable lessons I’ll take with me forever. 
 

 ?  What would you say to candidates considering the CMT programme about how it helps build leadership skills and opens doors for their future careers in Sales & Commercial?

My recommendation would be: apply and go for it! Dreaming big is essential for your personal growth and professional career, and I truly believe there’s no better place to learn that than at AB InBev. I can testify to it—seven years after making that decision, I’ve never regretted it for a single day. The traineeship has opened incredible doors for me in Sales and Commercial. If you give it your full 120%, the opportunities are endless!
 

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

After the traineeship, I had the chance to take on several commercial roles. In my first job, I was already leading a team during a major change management project. After that, I became responsible for multiple retailers, managing exciting and challenging negotiations from start to finish. Currently, I have the privilege of leading an amazing team of almost 70 people, all working together to provide the best service to our horeca and retail customers. Each step in my career at AB InBev has contributed enormously to my personal growth. I’ve always been challenged to leave every role better than how I found it—a mindset that has truly shaped me along the way.