Senior Vice President, Chief Marketing Officer and Franchise General Manager @ PepsiCo
Ricardo combines over 20 years of marketing, consumer strategy and business development experience with a deep understanding of Fast Moving Consumer Goods, Media and Entertainment and Technology Industries.
As Senior Vice President, Chief Marketing Officer and Franchise General Manager for PepsiCo Latin America Beverages, he leads the growth agenda, communication programs and innovation for some of the most iconic global beverage brands, such as Pepsi, Gatorade, 7Up, Tropicana and the Lipton RTD and Starbucks RTD partnerships.
Prior to joining PepsiCo, Ricardo worked as Managing Consultant for Zyman Group and Prophet, where he managed a wide range of marketing transformation programs for clients domestically and internationally in consumer and durable goods, telecommunications and financial services industries.
From 2000 to 2006, Ricardo was Chief Executive Officer of Tokenzone in New York, which he co-founded. There, he was instrumental in translating the company’s business plan into a profitable and award-winning online marketing, research and consulting services firm for media and consumer product companies worldwide such as Disney, MTV Networks, and Warner Bros. He was responsible for leading the company from inception to profitability by managing corporate growth, strategic client relationships, and day-to-day operations.
He initiated his career at The Procter & Gamble Company Latin America Division, in a diverse range of finance, marketing and general management roles, including financial planning, M&A, brand management, innovation, as well as managing P&L responsibilities for the Fabric and Home Care category in the North Andean Region.
Ricardo holds an MSc in Operations Research (Management Sciences and Engineering) from Stanford University, and a BSc in Economics from the Universidad Católica Andrés Bello in Venezuela. He is fluent in English and Spanish and conversational in Portuguese and has made the World his home by working on projects in the United States, Europe, Latin America and Asia. He is an avid endurance runner half way through his goal of completing the World Marathon Majors and currently lives in Florida with his wife Shirley and three boys Ariel, Ilan and Nolan.