Natalie Lucas is a seasoned marketer with cross industry experience, developing strategies for a range of verticals from automotive to retail and CPG. At Labatt, where she’s been for the past 8 years, Natalie has led a number of campaigns including the production of Underplayed, the Bud Light produced documentary that premiered at TIFF about gender inequality in electronic music as well as the launch of Budweiser Stage. She’s also led numerous innovations including Labatt’s first non-alcoholic offering, Budweiser Prohibition Brew, Mike’s Hard Iced Tea, and the expansion of Cutwater into Canada amongst others. She’s worked on the #1 and #2 largest beer brands in the country - Bud Light and Budweiser and the fastest growing brand Michelob Ultra. Currently she is the Head of Beyond Beer Brands at Labatt overseeing Nutrl, Mike’s Hard, Palm Bay and Cutwater.