Jose E. Abascal

Throughout his 20-year career steering iconic, global FMCG and B2B brands, Jose Abascal has become known for charting the shortest course toward a stronger future by helping teams to recognize “true north” and bring focus to challenges.

A courageous international leader, Jose places big bets on metrics-backed strategies—an approach that has led to exceptional results for the Fortune 500, market-leading enterprises he has been a part of.

Jose built his strength as a leader and gained a bird’s-eye view of business within Kraft Foods International, where he was promoted 6 times in 10 years, becoming the youngest appointed General Manager of a business unit. After driving innovation-based growth and diversifying the portfolio of world-famous brands such as Oreo and Ritz, Jose staged a dramatic performance turnaround in the Andean region that led to a 9-point increase in market share and earned several President Awards.

Jose has earned a long list of international awards and distinctions for initiatives ranging from innovative commercial model development and business expansion to turnarounds and global advertising campaigns (Effie’s). He has been designated by Revista Markamagazine as one of the 100 most-influential leaders in Ecuador.

Jose holds an MBA and a Graduate Degree in Marketing from Metropolitan University (Venezuela) as well as a Bachelor of Science in Industrial Engineering from Jose Maria Vargas University (Venezuela). Committed to continuing professional development, he has participated in executive development and marketing strategy programs at top institutions such as Stanford Graduate School of Business and the Kellogg School of Management.

A global executive, Jose has lived and worked in the U.S.A., Colombia, Ecuador, Mexico, and Venezuela as well as leading multiple Global Projects. He speaks fluent English and Spanish.

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