Energized by envisioning possibilities and enabling innovative progress, Ronalee Zarate-Bayani has led growth for iconic consumer brands in entertainment, consumer goods, fintech and retail. Brands where she held leadership positions include Taco Bell, Visa, Hershey the Los Angeles Rams and Who Gives A Crap.
As a passionate brand builder with an entrepreneurial mindset and a purpose driven approach for connecting with consumers, Zarate-Bayani spent over a decade stepping into newly established leadership roles to build brands, create modern marketing models and evolve businesses for the next
wave of growth. In fact, her last six roles did not exist before she took them on. Today, Ronalee fuels her passion to help bring good to the world as Chief Brand Officer for Who Gives A Crap, a global, profit-for-purpose, eco-conscious, consumer goods company. In this newly created role, she leads the growth, brand, creative, product innovation, insights and analytics teams in driving brand-led growth across DTC commerce and retail, as well as managing the P&L. The latter fuels the north star for this innovative, social enterprise business, as 50% of all profits go to supporting organizations that help people around the world live better.
Given her entrepreneurial DNA and passion for growing businesses through disruption and creativity, she serves as an executive consultant for start-ups, high-growth companies and sports franchises, as well as actively serves as an advisor and board member for companies focused on driving greater inclusivity in the workplace and creating modern work cultures.
Prior to joining the profit-for-purpose world, Zarate-Bayani joined the Los Angeles Rams as their first Chief Marketing Officer to transform the organization into a brand centered business that drives fan
growth via connected, data-driven, consumer-centered experiences. In this role, she was responsible for
defining and cultivating the Rams brand, built a marketing organization from the ground up, created a
modern LA entertainment experience for the next generation of fans, and served as a key member in
shaping the Rams experience at its new, state of the art home, SoFi Stadium.
Earlier in her career, Zarate-Bayani led marketing transformations, built marketing teams from the ground up, and drove key launches at the Hershey Company, Visa, Taco Bell, and Coca Cola. Positions ranged from Head of Consumer Marketing for Visa to Head of Global Integrated Marketing & Digital Advancement for the Hershey Company. In these leadership positions, Zarate Bayani envisioned, planned and integrated completely new marketing capabilities to leverage the digitally transformed world. Before jumping into the realm of beloved consumer brands, she cultivated her professional foundation by shaping and advancing education startups. Throughout her career, she has grown businesses and cultivated winning teams both as an entrepreneur and an intrapreneur with global companies around the world.
As someone who has traveled to over 40 countries and spent stints in South Africa, Philippines, Japan, Italy and Spain, Zarate-Bayani is passionate about discovering distinctiveness and applying new perspectives to create a better way forward. Zarate-Bayani holds an M.B.A. from the Stanford Graduate
School of Business, graduated summa cum laude with a B.A. in political science from the University of
California, Irvine and served as the commencement speaker for her graduating class.
Ronalee is a native L.A. Angeleno, a wife, and a proud mom of three that enjoys inspiring others to embrace their personal dreams.
