Antonio Lucio

Responsible for managing one of the most recognized brands in the world. In 2015, Visa became the #5 most valuable brand by Millward Brown's BrandZ ranking from #36 in 2009. We operated through a digitally lead, integrated and multi stakeholder communication platform addressing: governments , clients, employees and consumers around the world. My role reported to the CEO and I was a member of Visa Executive Committee. I was privileged to lead a world class team responsible for the design and implementation of all global brand & product marketing platforms and all corporate communication initiatives . I was also responsible for the line administration and management of all Marketing and Corporate Communication budgets across all geographies .

Our team was able to consistently deliver/surpass all revenue and brand equity targets as well as grow Visa's brand valuation by all third party studies including BrandZ and Interbrands . We were also able to deliver effective and efficient digitally lead campaigns behind marquee platforms like the Olympics, FIFA, NFL and new products like Visa Checkout and Apple Pay.

With this assignment Visa gave me the opportunity to expand my skill set . I reported to the CEO and continued to be responsible for all Global Marketing activities and budget for Visa's portfolio of payment solution brands. I was also responsible for the formulation of the Corporate Strategy and all Corporate Development efforts, including M&A. During this time we were able to conduct successful acquisitions and accelerate our growth in international markets. Finally, I was given the opportunity to help the company during our CEO transition process by heading the HR function for a critical four months period. Visa believes in cross-functional development and my experience during this period is a clear example of that.

I became Visa's first ever Global CMO and was able to participate in the roadshow of Visa's IPO, one of the most successful IPO's in US history. As CMO I was chartered with the development of Visa's first ever global positioning, campaign and brand identity system. We integrated six distinct and independent operating units into one global team, assigning specific roles and responsibilities to global, regional and local teams. We consolidated our portfolio of agency partners around the globe delivering significant savings to the corporation. We standardized process, procedures and key performance indicators , including a robust MROI methodology and we upgraded talent. During this time Visa delivered all its revenue and profit objectives and the brand gained significant value as measured by all third party sources.

Reported to the CEO and was a member of PepsiCo's Executive Committee. The CIO is responsible for leading the growth agenda by driving PepsiCo's Health and Wellness portfolio transformation across all divisions. The CIO is also responsible for transforming the Brand Building, Innovation, Communication and Insights models.

Lead PI strategy, development and execution for its total beverage portfolio. Delivered four years of sustainable growth, beating competitor's rate of growth in: volume, share and key performance indicators. Delivered "best in class" scores for all brands' global advertising and won awards in Cannes three consecutive years; Step-changed the rate of successful packaging and product innovation; and significantly upgraded the Marketing bench.

Responsible for building the Marketing capability of seven operating regions around the world. Lead packaging strategy and development, as well as music, sports and new media initiatives around the globe. Led the development of Pepsi's successful world soccer program.

Orchestrated Pepsi's marketing reconstruction in Latin America. Was Successful in re-launching the brand in Venezuela and Brazil. In 1997, Pepsi South America became the main source of strategy, ideas and people

Was selected to the elite operational training for General Managers. Developed forecasting system for inventory management. Reduced breakage by 60% and developed first ever team process for truck inventory build up.

Reported to the President of Latin America for Food &Tobacco Operations. Developed and implemented the first ever-Latin American strategy for food expansion and powdered soft drinks development that delivered profitable growth for four years. Aligned product, packaging and communication for these brands and developed first ever global campaign for two brands. .

Doubled the business in three years through new product introduction, a NAFTA optimization program, and the overall improvement of the quality and quantity of marketing programs