S5 Ep 8 | Disrupting the Beer Industry with Cannes-Winning Creativity: Ligia Patrocinio, Global Head of Desperados at Heineken
Update: 2025-11-27
Description
In this episode of Beyond Marketing, The Podcast, our host Maira Genovese sits down with Ligia Patrocinio, Global Head of Desperados at Heineken, to unpack what it really takes to stand out in one of the world’s most competitive and creatively saturated categories.
From winning Cannes Gold and Silver Lions to building culturally resonant, creator-led campaigns, Ligia shares how bold thinking, real listening, and trusting the process are driving Desperados into the future.
She also reflects on her journey from the Brazilian countryside to the global stage, and how growing up with grit and heart shaped the fearless leader she is today: one who leads with purpose, embraces discomfort, and pushes her teams to break the mold.
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