Pablo Jimenez Zorrilla 

Global VP, Reputation & Communications 
AB InBev 
US

 

 

As global vice president, reputation and communications at Anheuser-Busch InBev—the parent company to brands including Budweiser, Corona and Stella Artois—Pablo Jimenez Zorrilla leads a global team tasked with building and strengthening the company’s reputation from the inside out, focusing on communication and crisis management. 
 
Under his leadership, the company had received plaudits for purpose initiatives around renewable energy and clean drinking water (underscored by its purpose statement: “Bringing people together for a better world”)—but in 2020 the challenge was different: bringing people together in a socially distanced world. The response included using manufacturing facilities and alcohol removed from non-alcoholic beers to make bottles of hand sanitizer—an initiative that began in CEO Carlos Brito’s native Brazil and spread to 27 countries.

Like Brito, Zorrilla gained his experience in Latin America, first as a corporate and commercial lawyer, then leading legal and corporate affairs for Grupo Modelo in Mexico City as well as spending two years as chairman of Cerveceros Latinoamericanos (the region’s trade association) before joining AB InBev in 2016 and moving to his current role in New York two years ago.


Can you share a moment in your career when you saw PR's direct impact on business performance?
I used to work for a movie theater company (Cinepolis) that was also distributing a documentary which exposed the extremely inefficient and opaque justice system of Mexico City. One federal judge suspended the exhibition of the documentary. A successful legal strategy and a strong PR campaign brought tremendous awareness on the topic (earned) and made the documentary the most viewed in Mexico's history.

What are the comms industry's biggest challenges and opportunities in the year ahead?
Advising companies (clients) in times of heightened expectations and great level of scrutiny from stakeholders, at maximum speed.

What have you most admired about this industry in 2020?
Communication focused on values.

How have you switched off from work and maintained wellness in lockdown?
Go out for a run. Spend time in the park, breathing fresh air and taking some sunlight.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through this year or provided inspiration?
Thrive by Arianna Huffington. How to be an Antiracist by Ibram X. Kendi

If I wasn't working in marketing/communications, I would be...
Public affairs consultant and board member for non-profit organizations.

Sum up 2020 in one word.
Reset.