an abstract photo of a curved building with a blue sky in the background

Fernando Ramirez M

CMO I GM I Board Member

About me

I am a global C-suite leader and board advisor with over 25 years building, turning around and scaling brands and businesses across Latin America, North America, Europe and beyond.

My career has spanned marketing, strategy and general management roles for some of the world’s most iconic lifestyle and CPG companies – from PepsiCo and Nike to Reckitt, BAT, Imperial Brands, Harley-Davidson, Triumph Motorcycles, Conagra and Grupo Bachoco – consistently focused on growth, profitability and long-term value creation.

I’ve led large, multicultural teams, managed full P&Ls, driven portfolio and category transformation, and navigated complex markets and ownership structures, including public, private and family-owned businesses.

Today, through Stratēon Partners, I work closely with CEOs, founders, investors and boards as a strategic sparring partner – helping them clarify direction, unlock growth, and execute transformation with discipline and speed.

I bring a board-level perspective, deep operating experience and a strong grasp of AI, digital and data-driven decision-making, but I am equally focused on the human side of leadership: building trusted relationships, developing teams and aligning organizations behind a clear agenda.

Whether I am sitting at the board table or partnering with an executive team, my objective is the same: translate strategy into tangible impact and sustainable value.

My Leadership Journey

Education & Executive Programs

Committed to continuous learning—always current on emerging trends.

University of Pennsylvania

AI for Business

2025

Columbia Business School

Digital Marketing & Transformation

2017

Hult Ashridge Business School, U.K.

INSEAD, U.K.

Universidad Anahuac del Sur

Breakthrough Leadership & Strategy

Marketing & Blue Ocean Strategy

B.S. in Business Administration

2014

2011

1994-1998

Core Skills & Competencies

Driving growth and strategy across global markets with leadership.

General Management

Marketing & Commercial

Strategy
Leadership
P&L Management
Problem solving
Revenue Growth Management
Effective Communication
Digital Marketing & Brand Building
Data Analytics & Consumer Insights
Portfolio & Pricing Strategy
Innovation & Creativity
Team Development
Cross Functional Collaboration
Gen AI

Corporate Strategy
Leadership
Financial Acumen
Business Transformation
Change Management
Operational Efficiency
Critical Thinking
Value Creation
Revenue & Profit Growth
Effective Communication
Team Development
Negotiation & Collaboration
Artificial Intelligence

Privileged to have managed over 40 power brands, some of them are:

My guiding principles

Be Here Now! – Be present and engaged.
Attention to Details – Be thorough / do justice to your work.
Walk the Talk – Deliver in time and in full. Execution excellence!
Make it everyone's job - Engage the Network; Collaborate with other functions / break down silos / leverage everyone's expertise to co-create the future.
Ownership - Own your business and master your P&L.
Do your Homework! – Be Data- Driven and Consumer/Customer-Centric.
Be Curious – Keep on learning, ask questions, evolve, be iterative, be skeptical!
Be Creative – think out of the box! Find new solutions to old problems.
Never Give Up – Keep up the good fight. Don’t take No for an answer. Be decision driven!
Have Fun! – Enjoy what you do, be passionate, this will inspire others!