Priscila Ramirez
Coral Springs,FL
Summary
Strategic commercial and digital transformation leader with 20+ years of experience delivering revenue growth and digital acceleration across the U.S., LATAM, and global markets. Expert in Food & Beverage, QSR, Retail, e-commerce, customer marketing, and large-scale JBP strategy. Recognized for building strong executive partnerships and launching scalable digital programs that drive customer and category value.
Overview
26
26
years of professional experience
1
1
Certification
Work History
Digital Sales Foodservice PBNA South Division Sr Manager
PepsiCo
02.2022 - Current
- Drive digital sales initiatives across a $90M market spanning 12 U.S. states, covering restaurants, mid-size and national accounts, workplace, and Retail & Recreation segments, positioning PepsiCo as the partner of choice.
- Oversee Joint Business Planning (JBP) with strategic accounts including Bojangles, Hooters, Pilot Flying J, University of Florida, Miami Dolphins, and regional chains; manage year-round digital strategy and executive-level engagements.
- Leverage digital ecosystems and the consumer journey to optimize menus, amplify brands, and maximize beverage incidence, generating measurable sales growth for PepsiCo and partners.
- Test and vet technology solutions, evaluate case usage, and define Go-To-Market (GTM) strategies to ensure effective deployment and measurable business impact.
- Maximize ROI by aligning markets, ensuring execution, tracking performance, and managing end-to-end projects with digital technology partners, including media and operational solutions.
- Collaborate cross-functionally with Sr Leadership, Finance, Marketing, Sales, and Field teams to deliver competitive advantage and measurable value realization
Sr. Customer Commercial Manager Food Service LATAM
PepsiCo
04.2021 - 02.2022
- Lead the commercial development of Burger King, Domino’s Pizza, and Subway LATAM accounts across 18 countries and 30,000 locations (Food & Beverages), achieving business 6% YOY Top line across all areas of development. Drive both short-term and long-term initiatives in customer planning, revenue management, contract negotiation, pricing, brand collaboration, and profitability.
- Oversee the formal Joint Business Planning (JBP) process, ensuring alignment between customers and internal teams through engagement and collaboration with cross-functional departments, including supply chain, marketing, franchisee groups, finance, field sales, distributor sales, global teams, bottlers, insights, PEP+, and others.
Sr Customer Marketing Manager Food Service LATAM
PepsiCo
10.2015 - 04.2021
- Drive the development of strategic marketing plans for major QSR accounts, including Burger King, Subway, Domino’s Pizza, and Alsea LATAM, generating 80-90 MMUSD in annual revenues.
- Develop annual collaborative plans and activation platforms for key consumer touchpoints, including TVC spots, radio, digital, print, POP, grassroots activation, packaging design, premiums, legal/talent/license management, and program budgets, aligning brand and sales objectives.
- Equip the team of local Food Service Bottlers’ National Managers with playbooks and turnkey programs to drive business growth in their respective regions.
- Spearhead e-commerce efforts for regional third-party delivery partnerships, accelerating digital capabilities across LATAM (Uber Eats, Rappi, Glovo, PedidoYa, etc.). Drive Joint Business Planning, menu optimization, Always On campaigns, and tech feature integration. Establish the foundation for capability-building and a learning agenda for future e-commerce development post-COVID.
- Negotiate complex multi-year contracts across both Foods and Beverages (renewals and RFPs).
- Proactively identify and pursue new growth opportunities for PepsiCo based on customer capabilities and priorities.
- Represent PepsiCo’s capabilities at customer franchisee conventions and industry events.
Sr. Key Account Manager
Pernod Ricard
04.2006 - 10.2015
- Manage 14 Duty Free accounts across the Americas, including Off-Premise Retail Activation and On-Premise Cruise Lines (from Canada to Argentina).
- Lead the definition of account strategies, contributing 30% to the results of the Duty Free Division.
- Serve as the Global Coordinator for the commercial management of Dufry, the #1 Duty Free Global account, liaising with 5 decentralized affiliates worldwide for major negotiations.
- Develop the portfolio within the Spirits category.
- Negotiate volumes, pricing, margins, listings, and other key terms.
- Design and execute marketing strategies and promotional plans.
- Drive in-store visibility for brands through POP displays, mixology events, and Category Management (CatMan) initiatives.
Shopper Marketing Coordinator
Grupo Industrial Lala
05.2004 - 05.2006
- Manage National activation of the brand portfolio across categories including Milk, Yogurt, Desserts, and Cheese in Modern trade channels such as SSS, Price clubs, and Convenience stores. Walmart, Soriana, HEB, Sams, Costco, OXXO, etc.
- Own Negotiation and Annual Planning of activation with HQ.
- Develop Value Added Packages, Intelligent Code Cross promotions, Merchandising design, and Experiential Activation.
- Oversee the management of marketing agencies and designers, including the development of shelf extensions and merchandising units.
- Cross-functional project manager who unites Marketing, Sales, Field Operations, and Manufacturing teams to drive execution of critical business priorities.
Advertising & Promotion Manager
Tax Editores Unidos
04.2003 - 05.2004
- Manage commercialization & promotion of specialized magazine and book assortment (Libraries and Retails)
- Event coordination (Trade shows, universities, roll outs, etc.)
- Media, Sponsorships & Public Relations
Telemarketing Supervisor
American Express
05.2000 - 10.2002
- Execute and supervise telemarketing campaigns for LATAM.
- Manage the deployment of outsourced staff capabilities, including 3rd-party telesales representatives.
Education
Bachelor's Degree - Business Administration
Escuela Bancaria Y Comercial
Mexico City, Mexico City, Mexico01.2003
Skills
- Global & National Accounts
- Foodservice/ Retail
- e-Commerce
- Marketing
- Commercial Strategy
- B2B Partnerships
- Franchise
- Insights to Action
- Matrix Leadership
Certification
- PEP Leading growth executive: Stanford, Wharton, MIT, Tuck & Berkley, 2023
- GAP Partnership Advanced Negotiator 2019
- University of Miami , FL, United States Marketing & Commercial Strategy, 2014
- Tecnologico De Monterrey Mexico City , Mexico Development of managing abilities, 2008
Awards
PepsiCo: Ring of Honor 2025 • Champions League – Foodie Digital First 2025 • Foodie Award 2023 • Locally Even Better Award • UEFA Challenge – Best Global eCommerce Activation (2020)
Industry: Silver Effie 2017 (Burger King–Pepsi Campaign) • Palmarés/WAVE in Rio
Languages
English
Spanish
International Experience
- Latin America (22 countries)
- United States
- Canada
- Global (Europe)
Timeline
Digital Sales Foodservice PBNA South Division Sr Manager
PepsiCo
02.2022 - Current
Sr. Customer Commercial Manager Food Service LATAM
PepsiCo
04.2021 - 02.2022
Sr Customer Marketing Manager Food Service LATAM
PepsiCo
10.2015 - 04.2021
Sr. Key Account Manager
Pernod Ricard
04.2006 - 10.2015
Shopper Marketing Coordinator
Grupo Industrial Lala
05.2004 - 05.2006
Advertising & Promotion Manager
Tax Editores Unidos
04.2003 - 05.2004
Telemarketing Supervisor
American Express
05.2000 - 10.2002
Bachelor's Degree - Business Administration
Escuela Bancaria Y Comercial