Riccardo Tomè

Questioner
DISC Type : c

Senior Brand Marketing Manager - Lay's at PepsiCo

Barcelona, Catalonia, Spain

Overview

Riccardo is a strategic marketer with over six years of experience driving growth for iconic FMCG brands like Lays and Pepsi. He has a proven record in brand strategy and integrated campaigns, leading major initiatives like the Pepsi rebranding and the "No Lay’s No Game" football campaign in a top global market.

An avid lifelong learner passionate about personal finance and geopolitics, Riccardo is an Italian native currently based in Barcelona. He leads an active lifestyle that includes running, surfing, and riding his motorbike. He is fluent in Italian, English, and Spanish and is currently learning German.

A true global citizen, he has had the privilege of living in five different countries and visiting over thirty.

Personality Overview

Not Easily Convinced

Cautious & Analytical

Price-Sensitive

They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.  While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters. They prefer to do thorough analysis of any situation.

Topics They Care About

Integrated Brand Campaigns
He has led major campaigns like the GCDSxPepsi partnership and the "No Lay's No Game" football initiative, demonstrating expertise in cross-channel brand activations.
FMCG Brand Growth
His career focuses on driving growth for major FMCG brands, achieving significant market share increases for Pepsi and Lay's through strategic marketing and innovation.
Global Geopolitics
He identifies geopolitics as a personal passion, indicating a deep interest in global affairs and how they impact markets and culture.

Media Appearances

Riccardo has no verified media appearances

Work History

7-2024
Senior Brand Marketing Manager - Lay's at PepsiCo
1-2023 - 7-2024
Brand Marketing Manager - Pepsi at PepsiCo
3-2022 - 12-2022
Product Manager - Pepsi at PepsiCo
12-2024
Member at Nova
3-2019 - 12-2019
Assistant Brand Manager - Polase at Haleon

Education

4-2025 - 7-2025
MiniMBA from MiniMBA
2016 - 2018
Master of Science (M.Sc.) in Economics and Business Administration from Università Cattolica del Sacro Cuore

More Information

Social Presence :

Prographics :

Exp : 5 Location : Barcelona, Catalonia, Spain Job Level : Middle Designation : Senior Brand Marketing Manager - Lay's at PepsiCo
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Insights For Selling To Riccardo

During A Call Or A Meeting

DO's

  • Share as much information as possible regarding your product
  • Emphasize on objective proof of ROI, help them do a thorough evaluation
  • Tell them that you will come back if you don’t have a good answer for a question

DONT's

  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.
  • Don’t overhype the product/pitch, keep it measured
  • Don’t try to be too friendly or informal with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Riccardo is

  • Confidence that the product provides ROI, effective pricing and process adherence matter the most to them.

  • Will you ever get a clear answer from Riccardo

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Riccardo move?

  • They can move at a reasonable pace while making their decisions if they have the necessary information.

  • Can Riccardo take some risk or not?

  • They can take some risk if they are confident that they have analyzed the circumstances well.


You And Riccardo

Personality Compatibility


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