In this interview, Ricardo Arias-Nath discusses the changing roles of CMOs; the influence of digital and social on branding; how marketing is used in B2B distribution channels; marketing analytics; career transitioning from sales to marketing; developing brands with a defined purpose; the future of marketing with respect to predictive artificial intelligence and share of algorithm; and the potential for CMOs to transition to CEO.
Ricardo Arias-Nath has over 20 years of consumer and corporate strategy, marketing, business development, and merger & acquisition experience with a deep understanding of fast-moving consumer goods (FMCG,) Media and Entertainment, and Technology Industries in both domestic and international markets.
At the time of this interview, he is serving as SVP and Chief Marketing Officer for PepsiCo Beverages Latin America, leading the business growth agenda, consumer and brand strategy, innovation, consumer engagement, and partnership development.
Prior to joining PepsiCo, he worked as Managing Consultant for Zyman Group and Prophet Brand Strategy, managing a wide range of engagements for clients domestically and internationally in consumer and durable goods, telecommunications, and financial services industries.
From 2000 to 2006, co-founded and served as Chief Executive Officer for Tokenzone in New York, taking the company from inception 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 FIFA.
Ricardo started at Procter & Gamble Latin America Division in a diverse range of finance, marketing, and general management roles, including P&L management, financial planning, M&A, brand management, and innovation.