AB InBev is the world’s largest brewer, home to over 500 beer brands and more than 144,000 employees globally (2024). We are the proud makers of iconic global brands: Budweiser®, Corona®, Stella Artois® and Michelob Ultra®. Established in 2012, AB InBev Vietnam is part of AB InBev global footprint, operating two breweries and multiple offices in Southeast Asia.
At the heart of that shift is Craig MacLean, Regional Managing Director for Southeast Asia. With over 15 years of experience across Asia-Pacific, Craig has become a transformative catalyst - redefining leadership from hierarchy to enabler, from control to culture, and from instruction to inspiration. His philosophy is simple: Simplicity, Agile and 1% Better Every Day.
Talent Attraction: Under Craig’s leadership, AB InBev Vietnam positioned itself as an employer of choice in a competitive talent market. The company consistently ranked among the Top 100 Best Places to Work in Vietnam for five consecutive years (2020–2024).
Capability Building: Craig championed a robust Leadership Competency Model that clarified the behaviors needed across levels. The model aligned with the company’s 10 Principles and was deployed through: 70-20-10 learning framework; Digital IDPs and career planning tools; Weekly coaching, 180/360 feedback, and leadership workshops.
Employee Engagement: A core tenet of Craig’s philosophy is that leadership listens first. Through tools like Perceptyx, AB InBev Vietnam gained real-time insights on employee sentiment. This data fueled improvements in policies, wellbeing offerings, and communication formats. Craig embedded employee listening into the company’s full-year people cycle, making feedback central to decision-making. Thanks to this approach, employee engagement scores have remained consistently high over four years.
Community Engagement: Craig’s influence extended beyond the organization. He advocated programs like Smart Drinking, Water Day, and University Engagement, connecting the company’s purpose to broader social outcomes. Internally, events such as OneVoice and the Vietnam Growth Workshop deepened employee ties to the company’s mission. By driving alignment between business, employees, and community, Craig helped position AB InBev as a values-driven employer brand with tangible impact.
Rewards: Craig reinforced a culture of recognition through modernization. Flexible work policies, refreshed in 2023, emphasized trust and accountability. He advocated for digitalized benefits and transparent performance-based rewards that align with both contribution and culture. Initiatives like the Rewards Roadshow and SEA Recognition Program reflected his commitment to fairness and visibility across the system.
People Transformation: Craig catalyzed people transformation through systems-thinking and simplification. He ensured HR had the tools to measure what matters: Real-time KPI dashboards; People Page resources for self-service; DEI metrics and bias training in hiring. This approach gave HR a stronger seat at the table and empowered employees to navigate their development autonomously. It reframed HR from a support function to a strategic co-pilot in business growth. As a result, AB InBev Vietnam evolved from reactive processes to proactive, data-informed transformation.
Craig MacLean’s leadership doesn’t make noise - it makes a difference. From coaching check-ins to cultural shifts, he transforms strategy into people-powered action. At AB InBev Vietnam, he has redefined modern leadership by making “1% better every day” not just a motto, but a habit - because in a world that moves fast - tomorrow can’t wait.
Tel: (028) 62682222 - EXT.122
(+84) 908 267 759
Email: clientsolution@anphabe.com
Follow us