Vice President & Managing Director, Latin American & Caribbean Region
Carlos Ribas has served as Vice President and Managing Director, Latin American and Caribbean Region since May 2012. Prior to that, he was Wendy’s Vice President, International Strategic Initiatives.
He leads all operational aspects of Wendy’s in countries across Latin America and the Caribbean, ensuring the Company is at its best for both the customer and franchisee.
A transparent and direct communicator, Carlos builds solid trust with his teams. He says he’s a bit like the Wendy’s brand, itself – he has a “challenger” mindset and is never satisfied with the status quo.
That leadership approach has helped Wendy’s become the top burger brand in seven Latin America and Caribbean markets, and has helped spur the brand’s expansion in Argentina, Chile and Ecuador.
Carlos has also helped Wendy’s Mexico market achieve double-digit growth since 2018, which has set the stage for accelerated national expansion.
Earlier in his career, Carlos held a series of U.S. and international leadership positions at Burger King.
No matter which Wendy’s he visits across his region, Carlos usually orders the Dave’s Double without mayo – his favorite menu item.
A committed community member, he serves on the marketing committee of the United Way of Miami and provides scholarships for underprivileged students at Christopher Columbus Catholic High School, his alma mater.
Carlos holds an MBA from University of Michigan’s Ross Business School and a B.A. in advertising from the Journalism and Communication School at the University of Florida.