Carla Vieites holds a bachelor’s degree in finance and later obtained a master’s degree in Marketing from the London Business School. She has extensive experience in Marketing, gained in several multinational companies such as P&G, Pepsico and Heinz, operating in various countries.

From 1996 to 2000 he worked in P&G Iberia, initially in Sales and later in Marketing, contributing to the launch plans for brands such as Ariel and Fairy.

In 2000 he joined Pepsico Group, starting as Marketing Director in Portugal. Later, she assumed the role of Marketing Manager for Pepsi South Europe, based in Milan, coordinating 10 countries. In 2005, she is promoted to Marketing Manager Europe for Gatorade & Energy Drinks.

In 2007 she joined Heinz as Marketing Director, responsible for both Baby Food and Sauces. From 2007 to 2014 she led a team of 20 people and managed to maintain Plasmon’s leadership through significant communication and innovation plans, including the launch of a factory in Italy.

In 2014 he gained experience as Marketing Director for Expo Milano, and later returned to Pepsico as Senior Marketing Manager, managing marketing plans for several brands and transformational projects such as changing the go-to-market strategy and organically launching a food division with Lay’s and Doritos brands.

In 2021 he moved to the Spirits sector as Trade Marketing Manager in Stock, and since 2022 he has been working in the EMEA headquarters of Berlin Packaging, the world’s largest hybrid packaging supplier, which is entering Europe through acquisitions. Here he is responsible for managing European-wide CRM, e-commerce and sustainability projects.