Fernando Ramirez M

Executive summary

I am Global C-Level Executive and Board Member with 25+ years of experience across Marketing, General Management, Strategy and Growth, within world-renowned CPG companies and lifestyle brands including PepsiCo, Nike, Reckitt Benckiser, BAT, Imperial Brands, Harley-Davidson, Triumph Motorcycles, Conagra Brands and Grupo Bachoco.

I bring a proven ability to lead cross-functional, multicultural teams and enable organizations to drive transformative growth across complex global, regional and local markets, including North America, Latin America, Europe, the Middle East, and Asia Pacific.

My leadership approach blends strategic clarity with adaptability, critical thinking, and a deep sense of empathy—creating high-trust environments where collaboration thrives and innovation flourishes.

I’m passionate about value creation, continuous learning, and building purpose-driven teams that deliver consistent, measurable impact in ever-changing business landscapes.

As a strong communicator and inclusive leader, I align stakeholders around a shared vision, supported by a solid strategy, anchored in a data driven and evidence based modern business approach, and mobilize the organization to maximize growth, profit and capabilities, future-proof portfolios, and deliver long-term value for consumers, customers, and shareholders.

Chief Marketing Officer I General Manager I Board Member I Strategic Advisor & Management Consultant : Enabling Organizations to Maximize Growth and Create Value

My Leadership Journey

From local beginnings to global mandates across companies, categories and geographies.

Selected Career Highlights

Milestones from my journey of growth, leadership and value creation as a global executive

C-Level & Board Grupo Bachoco

As Chief Marketing & Chief Strategy Officer, and member of the board, led Bachoco’s enterprise transformation—authored the 5-year corporate strategy behind a multi-protein approach to reach~$10B by 2028; turned around the Value-Added BU (+18% NR, +10% EBIT, +300 bps margin), doubled e-commerce to 7% of sales, and built an innovation process and pipeline worth ~10% of NS.

CMO Conagra Brands

Drove Conagra Mexico’s business turn-around, through a value creation strategy and its implementation: +6.3% NR 3-yr CAGR, +500 bps gross-margin expansion, +7% EBIT 3-yr CAGR; reversed Del Monte’s historic decline to 29% SOM and 15% margin, and made Act II, Hunt’s, and PAM the category innovation leaders; created a Snacks & Sweet Treats BU adding +15% incremental NR and profit.

As General Manager for the GCC region, held full P&L responsibility for a $600M business of 6 countries and and a 500+ team; developed and executed a change management program that delivered +20% volume, +18% NR, +20% OP; made Dunhill’s #1 in EEMEA region (+300 bps share); secured CEO approval of a 3-year strategy and operating plan driving double-digit share, margin, cash flow and profit growth while lowering NWC.

Regional General Manager BAT

As global Marketing VP at Reckitt Benckiser, ran the $1B global Vanish franchise across 70+ markets; opened the U.S. In-Wash segment (+40% NR) and unlocked +67% volume in Carper Cleaners global category; In LatAm, he delivered +22% NR, created the Fabric Treatments category with Vanish (+62% Mexico / +45% LatAm), and launched Cillit Bang multipurpose cleaners (+15% regional NR).

Global Marketing VP Reckitt

Marketing PepsiCo Foods

GM Triumph Motorcycles Mexico

Received the Chairman’s Award for Cheetos repositioning (+32% vol. on a $350M brand; adopted globally); built Mexico’s Stage-Gate innovation process; launched new “convenience & health” businesses; created the US$50M Toy Snack premium platform leveraging idle capacity; opened the wholesale/vfm white space with an umbrella brand; full P&L responsibility for Cheetos and six regional brands.

As founder and General Manager, I built the businesses from zero—launched Triumph Motorcycles Mexico end-to-end (operations, systems, talent, retail network, governance) and achieved profitable growth from inception.

Redesigned the groups global marketing operating model and piloted the global digital function to develop consumer centric marketing capabilities and strengthen strategic and commercial discipline across regions and end markets. Created and led the £3bn West Brand Chassis (West, Lambert & Butler, News, Bastos), defining the global vision, mission and 3-year strategy, delivering +7% volume, +9% NTO and +30 bps share growth in a declining industry.

Led the global strategy for the $2Bn USD Dunhill business, and drove a comprehensive operating model overhaul and brand evolution and repositioning, co-creating the new equity, portfolio & innovation strategy, marketing mix, digital and global guidelines in close partnership with C-level leaders and top market GMs, securing full board and executive buy-in. This strategic reset delivered +18% volume, +20% net revenue, +25% UOP growth, and record market share across Top 40 markets in a challenging category.

Global Senior VP Imperial Brands

Global Marketing SVP BAT

Full Professional & Board Experience

For a detailed account of professional experience, career progression, key achievements and board experience, please refer to the detailed "Professional Experience" page or click the Experience button.

Professional & Board Experience

Innovation Spotlight

From the development of disruptive and game changing innovation, to line extensions and new categories behind insight driven consumer trends, as well as packaging, new market launches and geographic expansion, brand evolutions, brand migrations and value creation.

For a detailed view of my innovation portfolio, key projects and context, please refer to the "Innovation" page or click the learn more button.

Award and notable ad campaigns

A glimpse of some Print , OOH, TV and Social Media campaigns i have worked over the years

Grupo Bachoco Print, OOH and Digital 2022-2023

Conagra Brands TV, Cinema and Digital

Reckitt Benckiser Global Vanish TV and Digital

BAT - Global Print & Digital Dunhill 2010-2011

Nike Global TV, Print and OOH - Olé Campaign 2024

PepsiCo Foods (Sabritas) - Cheetos TV Campaigns 2000 - 2003

Bachoco wins 2 TOTEM awards in its 15th edition, in the category, Annual campaign in all 2022-2023 billboards and Better Piece for EL ALA DE DIOS advertisement.

For a detailed view of my advertising and communication portfolio, please refer to the "Ad Campaigns" page or click the learn more button.

Interviews & Other Forums

From interviews in renowned publications, to judge in advertising, to C-Level and Board Member panels and Opinion Leaders forums.

Forbes Interview 2022

Effie Awards Judge 2023

Los 300 Lideres 2022-2025

Heidrick & Struggles CEO's & Board Forum 2025

McKinsey Forum 2024

Fernando is a passionate leader who is highly effective at establishing robust growth strategies, and effectively energizing the organization around him to execute them and generate strong results whilst creating value for all stakeholders and developing high performance teams. His financial background, paired with strong critical thinking and business acumen, and his robust international marketing, commercial and general management experience, make him a very well-rounded top-level executive.

I recognize Fernando's strong strategic and visionary skills in both domestic and international environments. Fernando is a rounded leader, very human, focused on delivering short-term results and building long-term solutions for the company. He also has strong communication and presentation skills, that allow him to explain clearly complex ideas to his audience.

In addition, he has a robust and varied experience in different industries that I am sure will be an asset to any ambitious company. He is one of the most valuable senior leaders I have had the pleasure to work with in my career. A recommended profile without a doubt.

★★★★★

★★★★★

Juan Carlos Sapiña

CEO I CMO

Stephanie Petti, MBA

CPO

Testimonials