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Tathyana Pires, Marketing Manager Latin America and Caribbean, KFC

Tathyana is a passionate marketer, with experience working for key multinational consumer brand companies, such as Nestle and KFC.

Born and raised in Brazil, Tathyana has a Bachelor’s Degree in Business Administration from the prestigious Sao Paulo University in Brazil, which included a semester abroad at the University of Zaragoza, Spain.

Skilled in brand strategy and marketing management, she is driven by data, insights and business results. Tathyana believes in the power of collaboration and creating a positive work environment.

Tathyana is currently the Marketing Manager for the Latin America & Caribbean (LA&C) business of KFC, one of the leading brands in the QSR industry. She is responsible for leading the strategy and commercial plans for key markets to drive year over year growth while building a strong brand. At the same time, Tathyana is involved in the insights and creative process of multiple regional campaigns for KFC and special projects, such as Delivery.

In her current role, Tathyana has had the privilege to visit multiple markets such as Mexico, Peru, Argentina, Chile, Ecuador, Nassau and Trinidad to assist Franchisees in driving a relevant, easy and distinctive KFC brand. The exposure to such cultural diversity has helped Tathyana step-change her ability to navigate ambiguity and influence others.

Before supporting the LA&C business, Tathyana worked for KFC Brazil in Sao Paulo, helping set a strategic plan to pave the way for KFC’s explosive growth in such a challenging market. With limited resources and a small, almost start-up operation, Tathyana was able to work with the team to drive creative yet impactful digital brand initiatives.

Prior to joining KFC, Tathyana worked for 7 years at DPA – a joint venture between Nestle and Fonterra for Dairy Products. During that time she was able to develop her analytical skills, learn about marketing fundamentals and business strategic planning.