Francisco Bethencourt has over 16 years of experience in consumer marketing, strategy, business development, and new ventures in markets in Europe, America and Africa.

Always in consumer product companies, such as Nivea, The Coca-Cola Company, and PepsiCo, where he has demonstrated high ability to drive business and growth through innovation and new ways of thinking.
He has been assigned to increasingly challenging positions in Marketing, Strategy, and Business Development in established and new, emerging categories.
In 2004, he was assigned to lead the New Ventures team in Coca-Cola Africa. In this role he started two entirely new businesses: Hot Beverage and the Pan-African Trading Units. He envisioned the strategic direction for the businesses, rallied the organization, and delivered solid growth and profit while building key capabilities in the African system.
In 2010, Mr Bethencourt moved to lead the Hispanic Strategy and Business for Pepsi brands in the US. On this role, he has established the 3 Year Strategic Plans and Programs to win with this critical segment of the US population, helping envisioned the growth path, with a Hispanic-geo centric approach to marketing and business that is unique and novel.
Mr. Bethencourt holds an Executive Masters of Business Administration in General Management from Robinson College of Business, Georgia State University (Atlanta, Georgia, USA), and a Masters and Bachelor degree in Industrial Engineering from I.C.A.I., Pontificia Comillas University (Madrid, Spain).
Mr. Bethencourt is a member of I.C.A.I. Industrial Engineers Association in Madrid, Spain since 1994 and the Executive Committee at Robinson College of Business in Atlanta. He is an inductee of the Phi Beta Delta Honor Society for International Scholars. He speaks fluently English, Spanish, and Portuguese. He enjoys traveling the world, soccer, history, reading, and sailing. He is married to Carmen and has three kids, Alejandro, Paula and Marco.
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