Vagner Paes is a Strategy & Portfolio Director at Asahi, where he steers the beer & beyond catergory development. With extensive experience in portfolio strategy, marketing, and full P&L management, Vagner is a lifelong learner commited to building sustainable growth, while delivering high impact on brands, teams and society.
Throughout his career, Vagner has held leadership roles across global, regional, and local markets within the PMCG sector, working with companies such as Danone, Unilever, Mondelez, and PepsiCo. He has played a key role in launching and scaling brands like YoPRO (€1B in 5 years), driving innovation, and developing strategies that promote category development at scale.
Originally from Brazil, Vagner has lived and worked in Spain, France, and the USA, and the Netherlands developing a deep understanding of how authenticity, diversity and empanthy can create highly engaged teams capable of challenging norms and shaping businesses that contribute to today’s societal solutions.
His professional journey begun early on by working in his grandparents’ grocery shop, which sparked his passion for connecting people with brands. He later persued a degree in Business Administration at the Universidade de São Paulo and an MBA at IE Business School in Spain, gaining a broader international perspective.
Outside of work, Vagner enjoys spending time with his wife, Tatiana and their two children, Victor and Helena. Their relocations to different countries have provided many family adventures, enriching both his personal and professional life.
