Carlos Ribas
About Carlos Ribas
Carlos Ribas serves as the Senior Vice President and Managing Director for Latin America, the Caribbean, and Canada at The Wendy's Company, where he has worked since 2012. With extensive experience in marketing and brand management, he has held various leadership roles at notable companies, including Burger King Corporation and Bacardi USA.
Current Role at The Wendy's Company
Carlos Ribas serves as the Senior Vice President and Managing Director for Latin America, the Caribbean, and Canada at The Wendy's Company. He has held this position since 2023, following a tenure as Vice President and Managing Director for the Latin America and Caribbean Region since 2012. His work is based in the Miami/Ft. Lauderdale area, where he oversees regional operations and strategic initiatives.
Previous Experience at Burger King Corporation
Carlos Ribas has extensive experience at Burger King Corporation, where he held several key positions. He worked as Senior Director of Global Menu for one year from 2005 to 2006, followed by roles as Vice President of Marketing for the Latin America and Caribbean Region from 2007 to 2010, and Vice President of Global Marketing from 2006 to 2007. He also served as Director of Product Marketing from 2003 to 2005 and Manager of Product Marketing from 2000 to 2002.
Educational Background
Carlos Ribas earned his Master of Business Administration (MBA) from the University of Michigan - Stephen M. Ross School of Business, where he studied Marketing from 1994 to 1996. He completed his Bachelor of Science (BS) in Advertising at the University of Florida from 1987 to 1991. His foundational education began at Christopher Columbus High School, where he studied from 1984 to 1987.
Expertise in Marketing and Business Strategy
Carlos Ribas possesses extensive expertise in consumer segmentation, business turnarounds, and strategic planning. He specializes in new market entry and change management, contributing to organizational structure and consumer insights. His background includes a proven track record in breakthrough marketing communications, particularly within competitive consumer categories.
Bicultural Background and Language Skills
Carlos Ribas has a unique bicultural Hispanic background, which enhances his professional capabilities. He is fluent in Spanish and has basic comprehension of Portuguese. This linguistic proficiency supports his work with international brands and his ability to navigate diverse markets effectively.