Cesar is Gibson’s chief merchant officer (CMO) heading up product development and innovation, the Gibson Lab, artist relations, GibsonTV, brands and marketing strategies. His role melds his 20 years of experience as an entrepreneur and financier, investing in companies around the world, turning them around to put them back into growth mode, with his life-long passion for music, guitars and especially Gibson guitars. He is a custodian of Gibson and a steward of its future.
Cesar earned a B.A. in Business from Universidad de San Andres, Buenos Aires, Argentina and an M.B.A. from The University of Chicago. An accomplished musician, guitarist and song-writer, Cesar picked up his first guitar at the age of 10 and performs an eclectic range of music genres, from Spanish to rock to heavy metal. Over the last 25 years he has performed and recorded with several heavy metal and rock bands and is an avid collector of vintage guitars, with a collection that includes over 110 guitars, of which 100 are Gibson guitars. Cesar also competed professionally on the international tennis tour, is a surfer, kitesurfer, polo player and self-described extreme sports junkie.