Fernando Paiva

Critic
DISC Type : C

Head of eCommerce LATAM Director at PepsiCo

São Paulo, Brazil

Overview

Fernando Paiva is the Head of eCommerce for LATAM at PepsiCo, where he leads digital strategy and growth across the region. Educated at ESPM and FGV, his expertise spans omnichannel retail, sales management, and developing comprehensive digital ecosystems for major clients.

Outside of his core role, Fernando is a recognized leader, having been selected as a One Young World Ambassador. He shows a strong commitment to his teams well-being and is passionate about sharing his industry knowledge by speaking at events and on podcasts.

He was honored as a One Young World Ambassador, representing his company on a global stage for young leaders.

Personality Overview

Precise

ROI Driven

Critic

They are quite likely to negotiate on pricing or other key terms.  They don’t appreciate bells and whistles unless backed by data. They prefer to analyze logically and value objective facts over emotions.

Topics They Care About

Omnichannel Strategy
He leads the advancement of PepsiCo's omnichannel strategy in Latin America and has participated in webinars on the topic with other industry leaders.
Retail Media
Actively shaping the future of digital commerce, he recently served as a panelist at the "Retail Media Days Brasil" event to discuss emerging trends.
Digital Ecosystems
He focuses on implementing integrated digital systems across sales, marketing, finance, and supply chain to drive growth and improve client satisfaction.

Media Appearances

Fernando has no verified media appearances

Work History

4-2024
Head of eCommerce LATAM Director at PepsiCo
6-2023 - 4-2024
Senior Regional Sales Manager at PepsiCo
7-2022 - 7-2023
Head Of Ecommerce at PepsiCo
9-2010 - 11-2011
Marketing Intern - Seasonal Products at Bauducco
4-2010 - 9-2010
Comercial Plan & Management - Intern at Repsol

Education

2008 - 2011
Bacharel em Administraçao de Empresas com Enfase em Marketing from ESPM Escola Superior de Propaganda e Marketing
2012 - 2013
Masters in Business Economics from FGV - Fundação Getulio Vargas

More Information

Social Presence :

Prographics :

Exp : 5 Location : São Paulo, Brazil Job Level : Mid-senior Designation : Head of eCommerce LATAM Director at PepsiCo
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Insights For Selling To Fernando

During A Call Or A Meeting

DO's

  • Be ready to answer many clarity-seeking questions and requests for information
  • If you can, show them industry reports or analyst comments instead of sharing anecdotal stories
  • Use phrases like ‘expect X% improvement’, ‘data clearly shows’ etc.

DONT's

  • Don’t try to give too many examples of other users, they like to make their own decisions
  • Do not use very emotional or colorful language
  • Avoid phrases like ‘trust me’, ‘others just love’ etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Fernando is

  • Proof of ROI, low pricing and objective proof points are the important factors for them.
  • Will you ever get a clear answer from Fernando

  • They do not mind saying no if they believe that it is the right decision.

Insights For Deal Planning

    How fast (or slow) will Fernando move?

  • They are neither the fastest nor the slowest decision makers, they are somewhere in the middle.
  • Can Fernando take some risk or not?

  • They can bear some risk if their analysis backs the decision.

You And Fernando

Personality Compatibility


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