SPONSORS

MIGUEL BARCENAS, Senior Marketing Director, Core Brands, Latin American Region, PepsiCo

Miguel Barcenas has over 20 years of marketing experience with consumer product goods, and his last five years have been spent at PepsiCo Latin America where he is responsible for leading the marketing agenda for carbonated beverages, including Pepsi™, 7Up, and others. In overseeing the group’s regional brand strategy, his focus includes the expansion of PepsiCo’s beverages portfolio across Latin America, thematic advertising development, product and packaging innovation, plus new launches like Pepsi Kick, which was awarded a Gold Effie in 2009 for the Best Beverage Campaign in Mexico.

He also drives the development of regional marketing platforms through Music, Soccer, and Major League Baseball, as well as championing digital consumer engagement platforms like Pepsi Project Refresh, and furthering "Performance with Purpose," the company’s sustainability agenda, through community charity projects. Last year, Miguel Barcenas was awarded the Chairman’s Award for best “Performance with Purpose” initiative through his Operation Smile.

Prior to PepsiCo, he served as Marketing VP for Arby's Restaurant Group and Marketing Brand Manager at Procter & Gamble Mexico.