Erick Scheel, President, PepsiCo, Latin American Beverages, will be one of the major brand marketing luminaries to speak at Portada Live on September 22, our exclusive knowledge-sharing and networking event for brand marketers.
Scheel will speak together with Roberto Ramirez Laverde, SVP, Marketing and Communications LAC, Mastercard and Alejandro Fosk, Senior VP ComScore Latin America on the topic of Social Impact and Sustainability Marketing, a collaborative knowledge-Sharing Sessionpresented by JeffreyGroup. They will be diving deep into the all-important topic of purpose-driven marketing, social impact and sustainability. The session will be moderated by Brian Burlingame, CEO, JeffreyGroup.
According to the Euromonitor Lifestyles survey, Latin America is the region that is most concerned about climate change and shows the greatest interest in generating positive change in the environment. At the same time, the pandemic has accentuated the need for immediacy and safety, which has resulted in a greater demand for single-use plastics, a trend that is partly influenced by the e-commerce and delivery boom. At the above-mentioned session, PepsiCo Latin American Beverages Scheel, Mastercard’s Ramirez Laverde and ComScore’s Fosk will be discussing why over the last 18 months purpose-driven corporate initiatives have become an indispensable requirement for successful marketing. They will be examining the dos and don’ts in social impact marketing as well as looking into how PR and advertising efforts translate into brand and sales lift.
Erick Scheel: Focus on Driving Growth In a Sustainable Way
As President of PepsiCo Latin America Beverages, Erick Scheel’s focus is on driving growth for PepsiCo’s beverages business and talent in the region. Together with its bottling partners, he leads the business in a sustainable way that produces a positive impact on the planet and our communities. Having worked in the beverage industry in several countries throughout Latin America has allowed him to gain a deep understanding of the beverage industry as well as the needs of consumers in each market. Scheel’s vision, innovative leadership style, and focus on empowering diverse teams, allowed him to successfully lead PepsiCo LAB through the many challenges posed by the pandemic. Throughout his career of over 30 years, Scheel has held leadership roles both in PepsiCo and its bottling partners Gepp and cbc, including areas such as Portfolio Strategy, Sales Transformation, Commercial, Franchise and General Manager. Scheel holds an M.S. in Chemical Engineering from the Universidad del Valle in Guatemala, an MBA from the Universidad Francisco Marroquin in Guatemala, and holds a diploma from the Business Strat Program at IMD Business School.
