Luciano Ruedas

Luciano Ruedas is a seasoned sales professional with extensive experience in the beverage and distribution industries. Currently serving as Gerente de Vendas at Sorocaba Refrescos (Coca-Cola) since July 2019, Luciano is responsible for managing sales and executing strategies in the ON TRADE channel, overseeing a diverse portfolio and a team of 45 sales personnel. Prior roles include Chefe Comercial at FEMSA, where Luciano led the development of the commercial refrigeration distribution channel, and Gerente Nacional de Vendas at IBBL S.A., managing a large sales team and client negotiations nationally. Luciano's career began at Sorocaba Refrescos in various sales roles, providing a strong foundation in customer relations and team management. Luciano holds multiple advanced degrees, including MBAs in Strategic Management and Business Management from Universidade de Sorocaba, and a specialization in E-Commerce from Escola Superior de E-Commerce.