AB InBev’s UK marketing boss: Don’t underestimate the importance of culture when taking on a new job


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Tatiana Stadukhina has always worked at large companies, starting out at tobacco giant Philip Morris before moving to Unliever and her current role as AB InBev’s UK and Ireland marketing director.

Each role has provided different challenges and lessons but Stadukhina is adamant the most important factor in ensuring success is getting the right culture fit.

“It’s not just about the products but also the company that you’re joining. Culture is the hardest thing to understand when coming into a [new job] and I would advise figuring out ways to get to know the culture. You can talk about it all you like but until you ingrain yourself in it you can’t understand it [fully].

When she was interviewing for her role at AB InBev she says her CMO said ‘I am convinced you are going to be successful wherever you go but you are going to be happiest where your [values] meet the culture’. “Every company has a different culture and it is super important those values and culture align because it’s where you [spend] so much of your time.”

Stadhukina says it can feel a bit like “drinking from the fire hose” when you first move to a new job, even when

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