Ricardo Arias Nath
CMO LatAm, PepsiCo
CMO LatAm, PepsiCo
Ricardo combines over 20 years of consumer and corporate strategy, marketing, business development and M&A experience with a deep understanding of Consumer Packaged Goods, Media and Entertainment and Technology Industries.
As Vice President and Chief Marketing Officer for PepsiCo Beverages, he leads growth and consumer strategy, greenfield innovation, joint ventures and M&A opportunities in Latin America. Under Ricardo’s tenure, PepsiCo Beverages Latin America profits have grown double-digits in a tough macroeconomic environment, by implementing new Consumer and Go-to-Market strategies, entrance into new categories via acquisitions and innovation (Coconut Water, RTD Ice Tea, RTD Coffee, Energy and Protein Drinks) and by restructuring the business model with existing bottlers.
Prior to joining PepsiCo, Ricardo worked as Managing Consultant for two of the most prominent marketing strategist of our time, Sergio Zyman (Zyman Group) and David Aaker (Prophet Brand Strategy), were he managed a wide range of engagements for clients domestically and internationally in consumer and durable goods, telecommunications and financial services industries such as The Coca-Cola Company, BT, Nationwide, Spectrum Brands, Citigroup and Safeco.
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, Warner Bros., and The Coca-Cola Company. 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. He lead the recommendation for two multimillion-dollar acquisitions in the Southern Cone as well as the ‘Innovacenters’ program, a breakthrough retail-focus initiative for fast new product launches that radically increased time-to-market and category sales for high margin / low velocity products.
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, India and Asia.
Ricardo is a frequent guest speaker at leading universities and industry events on the subject of marketing and growth strategy, including the Kellogg School of Management, The Effies, El Sol Festival and the Festival of Media. 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.