Bernardo Diaz

Background

About Bernardo Diaz

I’ve spent the last 15+ years leading regional teams and driving growth across Latin America, working with global brands in electronics, automotive, and energy. My experience spans markets like Mexico, Brazil, Colombia, Peru, Central America, and the Caribbean—always focused on turning strategy into real business impact.I started out at Panasonic, where I helped shape marketing strategy for Latin America with a strong focus on data and consumer insights. Then at Hankook, I spent eight years building the brand and expanding its footprint in the tire industry. Today at Gulf Oil, I lead marketing for the NorLATAM region and also play a key role in pricing, category strategy, sourcing, supply, and financial planning. I’m known for connecting commercial strategy with operations to build go-to-market plans that deliver value—for our customers and their customers.I enjoy working across teams and making things happen. A recent highlight was developing and leading the Gulf Oil Motorcycle Lubricants strategy for the NorLATAM region, which delivered strong results. My approach is rooted in making decisions based on market data, insights, strategic thinking, and clear goals.Looking ahead, I’m focused on transitioning into a broader general management role—where I can continue driving business growth at scale and building high-performing teams across the region.