Advertising Week LATAM returns March 3-5 and we couldn’t be more excited. We’ll be welcoming world-class thought leaders to our stages, including PepsiCo Foods’ Isaias Martinez Cuevas.
A little about Isaias:
Isaías Martínez Cuevas, PepsiCo Foods, GM & SVP of the Savory Business Unit
Isaías Martínez Cuevas is the Savory Business Unit General Manager for PepsiCo Mexico Foods. With Performance with Purpose as core strategic imperative, he is responsible for leading the strategy, talent development and impact for Sabritas, one of the major and most iconic international brands at PepsiCo, with more than US$ 2 billion in revenues. Isaías is member of the PepsiCo Mexico Foods Executive Committee and also a member of the Global Category Leadership Team.
He previously served as the Vice President of the Nutrition Category for Latin America, reporting directly to PepsiCo’s Latin American CEO, Laxman Narasimhan. Isaías led a US$1 billion aggressive program for PepsiCo, in terms of top and bottom-line growth for the company’s Nutrition business unit in the region. Previously he was Vice President and General Manager of the Foods Business Unit in Mexico, where Isaias implemented a solid business turnaround, regaining share in key categories, delivering topline growth and relevant margins of expansion.
As Marketing Head for global and local brands within the Savory Business Unit, under the Sabritas' brand, he nurtured global brands in Mexico, with campaigns for Lay's and Cheetos in countries like Greece, Spain, South Africa, Panama, Dominican Republic, Puerto Rico, Guatemala, India and Colombia.
As GM and Marketing Head of the Gamesa Biscuit Business Unit, Isaías was responsible for the Gamesa corporate branding and brand management for Emperador, Chokis, Mamut and Cremax line of products.
Isaías was also an Innovation stage-gate and developer for the former Pepsi Cola Mexicana. As a Lipton JV owner for Pepsi in Mexico, he successfully launched Lipton RTD tea at Geusa and achieved the expansion of the Pepsi Bottling Group. His experience also comprises, since 1995, the sales training at Grupo Gamesa, Chief Manufacturing Process at the Vallejo Plant, and R&D Food Scientist for Gamesa and Frito Lay. As a leader, Isaías is highly committed with Education, Health, and the Science & Technology sector of the company.
Isaías Martínez was born in Mexico City. He graduated as Industrial Engineer from the Instituto Politécnico Nacional (IPN), and has an MBA from the ITESM EGADE Graduate School of Business. He has a degree from the IPADE School of Business and another Marketing Strategy and Innovation studies from the Kellogg School of Business at Northwestern University.
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