Carlos Custodio

Carlos Custodio has served as Vice President, International Marketing for The Wendy’s Company since November 2026. In this role, he leads the Company’s international marketing strategy and execution, including regional marketing, digital marketing, creative services, customer insights and brand communications. 

Carlos brings extensive international marketing and brand-building experience across the quick-service restaurant and consumer packaged goods industries. Prior to joining Wendy’s, he spent more than a decade with Papa John’s International, most recently serving as Vice President, New Market Openings across Europe, Latin America and Africa. Previously, Carlos served as Vice President, LATAM and Developing Markets and Vice President, Marketing for Latin America and Asia. 

Before Papa John’s, Carlos spent eight years with Procter & Gamble in brand management roles of increasing responsibility across Latin America, working with globally recognized brands including Safeguard, Oral-B, Pampers and Gillette. Carlos also served the United States Tennis Association (USTA) leading membership strategy transformation to advance USTA’s vision of growing tennis participation in the country.

Carlos holds an MBA with concentrations in Marketing and Finance from the Crummer Graduate School of Business at Rollins College, and graduated cum laude from Rollins College with a bachelor’s degree in International Business. 

He was also an accomplished collegiate tennis player, earning All-American and Academic All-American honors at Rollins, and reached 485 in the Association of Tennis Professionals (ATP) Tour World Rankings.

Carlos’ favorite Wendy’s menu items are the Baconator®, Natural Cut Fries and Chocolate Frosty®, his go-to Wendy’s combination.