Ricardo is the Global Head of Brand Marketing for Hot Wheels, the #1 selling toy in the world, where he leads the integrated marketing planning process from strategy to execution. His mandate is to maximize brand buzz, engagement, and revenue for Hot Wheels across toys, social content, licensed products, gaming, and live events – finding innovative new ways to further delight millions of consumers of this beloved brand with 50 years of storied heritage. Ricardo’s strategies have led Hot Wheels to record-high revenue and solidified its place as an all-ages, pop culture juggernaut by successfully expanding the into video games, YouTube, and even real-life, full-size cars! His 360-degree approach to brand management has helped make Hot Wheels bigger and more successful today than it’s ever been, and there are no signs of things slowing down.
Ricardo started on Hot Wheels as a Brand Manager of Die-Cast Cars in 2011 after a two-year stint on Mattel’s Max Steel action figure business. Prior to joining Mattel, Ricardo worked for four years on Procter and Gamble’s Pampers business in Latin America. Originally from Venezuela, Ricardo earned his bachelor’s degree in Industrial Engineering from the Universidad Simon Bolivar and his MBA from MIT’s Sloan School of Management.