Main menu

COA Symposium: Consumer Behavior Trends Leading Business Transformation for a Post-COVID-19 Reality

Council of the Americas

July 29, 2020



Join Council of the Americas for a high-level panel to hear from top leaders from diverse industries about the various ways in which consumer behavior is changing, and the impact it will have in companies’ efforts to adapt  and transform in a post COVID-19 era.

We’ll hear from the CEOs of two top multilatinas, as well as major multinational corporations, who will provide their insights on this matter from their specific industries’ perspective. From retail, to e-commerce and technology, these companies will lead the recovery of Latin America as they adapt to the new needs of consumers today.


  • Carlos Mario Giraldo, CEO, Grupo Éxito
  • Erika Herrero, CEO, Belcorp
  • Claudio Muruzabal, Chairman, SAP Latin America and Caribbean; President, SAP EMEA South
  • Walter Pimenta, Senior Vice President, Products and Innovation, Mastercard
  • Gabriela Frías, CNN en Español (moderator)

This panel is part of the 2020 COA Symposium and BRAVO Virtual Series: Leadership and Transformation in Times of Crisis. The series addresses the unprecedented challenges brought globally and regionally by the pandemic, as well as the various responses across sectors and stakeholders in order to reshape the post COVID-19 world.

Join the discussion on Twitter #BRAVObiz | @ASCOA

The program will be livestreamed on this website starting at 4:00 p.m. (EDT) on the day of the event.

AS/COA members can also register to participate in the panel via Webex, where they will have access to participate in a Q&A with the panelists.

If you’re a member and you’d like to register, please contact Cyndi Balladares at

For press inquiries, please contact

Erika Herrero

CEO, Belcorp

Erika Herrero became the chief executive officer of Belcorp in February 2018.  She began her career at Procter & Gamble, where she held a variety of marketing leadership positions in Latin America until April 2010 when she joined Belcorp as general manager in Colombia. Herrero later became a corporate vice president with overall business responsibility for Belcorp’s operation and sales in 15 countries. Originally from Venezuela, she graduated with a degree in Business Administration from the Universidad Metropolitana in Caracas. 

Read More

Carlos Mario Giraldo Moreno

CEO, Grupo Éxito

Carlos Mario Giraldo Moreno is a lawyer from the University of Medellín with a Master's degree in Law from the University of Tulane. He has also studied Strategic Management and Retail Planning at Babson College and refresher studies in Management and Marketing at Kellogg and Stanford. He has a recognized professional career with more than 25 years of experience in mass consumption, including 13 in Nutresa (Noel and Zenú), where he served as President of Industrias Alimenticias Noel and then of the Compañía de Galletas Noel for about 10 years. .

Read More

Claudio Muruzabal

Chairman, SAP Latin America and Caribbean; President, SAP EMEA South

Claudio Muruzabal is the president of SAP EMEA South, region comprising Southern Europe, the Middle East and Africa. He is also chairman, SAP Latin America and Caribbean. Muruzabal was named to these two roles in July 2020, following his five-year tenure as President of SAP Latin America and Caribbean (LAC.) With over 25 years of experience heading large technology organizations, Muruzabal leads SAP’s most diverse region that spreads across 75 countries.

Read More

Walter Pimenta

Senior Vice President, Products & Innovation, Mastercard

Walter Pimenta is currently senior vice president, Products and Innovation, Latin America and Caribbean region (LAC). In this role he is responsible for the development and implementation of strategies focused on Consumer Products, Digital Products, Acceptance Solutions, Small Business, and Consumer Experience. Prior to this position, Pimenta was vice president of Digital Products for LAC. Pimenta is a technology and innovation enthusiast, passionate about the ways in which digital is reshaping the world around us.

Read More

Gabriela Frías

CNN en Español

Gabriela Frías is a Mexican journalist with over two decades of experience. Frias currently anchors Portafolio Global, a daily business program that seeks to open the doors to understanding global business news and economic trends that are shaping our world, including the fourth industrial revolution and all the innovations that are transforming the way we learn, work and live.

Read More

#BRAVObiz COA Symposium Video: Consumer Behavior Trends Leading Business Transformation for a Post-COVID-19 Reality

July 29, 2020

Online customers are serious about making effective purchases these days, said panelists. It’s up to companies to make sure they can keep up and meet consumer demand....