- About Us
José Luis González
Managing Director
José Luis is the Managing Director at 3BB Capital Partners. He holds a Bachelor’s degree in Business, an MBA from BSP in Brazil, and has completed executive programs at Kellogg and Stanford.
With 28 years of leadership experience, he had a distinguished career at AB InBev, holding key executive roles across Latin America and leading large-scale commercial operations, portfolio transformations, and digital innovation initiatives.
At AB InBev, José Luis drove strategic growth in Venezuela, Brazil, Centroamerica, Colombia, Ecuador, and Mexico, overseeing market expansion, M&A execution, and organizational restructuring.
Our Success
His expertise in leadership development, corporate purpose alignment, and commercial strategy makes him a trusted advisor for organizations navigating complex market dynamics.
Executive Profile
Senior executive with over 28 years of multinational leadership experience in the Fast-Moving Consumer Goods (FMCG) industry across Latin America. Proven track record as Business Unit President and Commercial Vice President, leading high-performance organizations of more than 7,000 employees. Expert in strategic transformation, operational excellence, brand building, and large-scale commercial execution.
Recognized for driving superior results in profitability, market share, innovation, and organizational culture. Experienced in navigating complex, highly competitive markets including Mexico, Colombia, Ecuador, Brazil, Venezuela, and Central America. Known for transforming commercial models, repositioning major brands, developing winning teams, and elevating corporate reputation.
Professional Experience
Jan 2020 – Jan 2025
Business Unit President (CEO) – Cervecería Nacional (AB InBev), Ecuador
⚪️ Transformed commercial and distribution model nationwide ⚪️ Launched national sustainability initiatives (“Siembra por Contrato”) ⚪️ Increased company-wide NPS to +72 (highest in Andean region) ⚪️ Developed and scaled new B2B marketplace (USD 90M+ incremental sales) ⚪️ Strengthened corporate reputation nationally and internationally
Jan 2018 – Dec 2019
Commercial Vice President – Bavaria (AB InBev), Colombia
⚪️ Redefined commercial strategy for major competitor entry ⚪️ Led strategic repositioning of core brands (Águila, Águila Light, Pilsen, Costeña) ⚪️ Designed new regional leadership and execution model ⚪️ Awarded 1st place in AB InBev’s Global Commercial Excellence Program (2019)
Jun 2015 – Dec 2017
Regional Commercial Director – Grupo Modelo (AB InBev), Mexico
⚪️ Oversaw Bajío region (40% of national volume) ⚪️ Led 7,000+ employees, managed revenues of ~USD 2B ⚪️ Implemented world-class standards; recognized as Best Regional Director (2 years)
Jan 2013 – Jun 2015
Corporate Director of Trade Marketing, Media & Retail (Modeloramas) – Grupo Modelo
⚪️ Jan 2013 – Jun 2015 Led transformation of Trade Marketing, Media, Tech Sales, Retail Managed investments >USD 400M ⚪️ Digitalized Modelorama network, optimized media negotiations (USD 30M annual savings) ⚪️ Strengthened franchise model across 10,000+ outlets
Jan 2008 – Jan 2013
Head of AmBev Central America – Guatemala, El Salvador, Nicaragua & Honduras
⚪️ Relaunched Central America business unit ⚪️ Tripled market share (8% to 30%), generating USD 15M annual EBITDA ⚪️ Implemented sustainable commercial structure and new brand architecture
2004 – 2007
Marketing Director – HILA & Brazil (AmBev / AB InBev)
⚪️ Led key product launches across Latin America ⚪️ Oversaw portfolio strategy and brand positioning in 7+ countries
2004 – 2007
Marketing Director – HILA & Brazil (AmBev / AB InBev)
⚪️ Led key product launches across Latin America ⚪️ Oversaw portfolio strategy and brand positioning in 7+ countries
1996 – 2003
Early Career – AmBev, Venezuela
⚪️ Progressed from Commercial Trainee to managerial roles in Marketing and Strategy ⚪️ Led major brand launches, events, and commercial initiatives
Education
Executive MBA – Business Administration and Management, BSP – Business School São Paulo, Brazil | 2005 – 2007
Bachelor’s Degree in Business Administration, Universidad Metropolitana (UNIMET), Venezuela | 1991 – 1996
Executive Programs:
- Stanford AI Innovation Bootcamp, 2024
- Kellogg Executive Education – Global Advanced Sales Program, 2015
- Kellogg Executive Education – Global Advanced Marketing Program, 2014
- Stanford University – Advanced Marketing Consumer Connections Program, 2012
Languages
Spanish: Native
English: Advanced
Portuguese: Advanced
Core Competencies
- Executive Leadership & Large-Scale Team Management
- Strategic Transformation & Digital Innovation
- Commercial Strategy & Market Expansion
- Brand Building & Portfolio Architecture
- P&L Management & Profitability Growth
- M&A Integration & Organizational Restructuring
- Supply Chain & Route-to-Market Optimization
- Corporate Reputation & Sustainability Strategy
+52 55 5172 8974 / +1.305.954.8003
joseluis.gonzalez@3bbcapitaladvisory.com
josegonz1973@icloud.com
linkedin.com/in/joseluisgonzalez
CEO | Strategic Transformation | International Operations | Executive Leadership