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Rubén Valdes Garcia


Location: Spain
Languages: English, Spanish
TN focus: Negotiation, Selling, Revenue Management


Revenue Management Director, PepsiCo Europe
Trade Development Director, PepsiCo Snacks Spain


Revenue Management



Consultant specialised in Revenue Management with comprehensive operating experience in the Commercial area of FMCG.

Relevant Commercial operating background, acquired during 16 years at PEPSICO, includes KAM. , Trade Mktg., Category Mgmt. in the Spanish Snacks Market Unit & Revenue Management in the European Division . Rubén supports clients in their efforts to consistently drive profitable revenue growth by working with them in improving their Price, Promo, Mix and Trade Terms strategies & plans.

He also helps them to develop the necessary organisational capabilities for their commercial teams to become proficient in  managing the top line of the P&L with a RM mindset. Taylor made, flexible  & practical approach to consultancy, adapted to the client’s business priorities as well as their specific revenue optimisation opportunities & RM capabilities.

Rubén has a BA focused background with a BBA/MBA  from ESADE, Spain & a MBA from WHARTON, University of Pennsylvania, USA.