Cynthia
Juárez

about the jury

Cynthia Juáres is a marketing leader passionate about building meaningful brands, developing talent and pushing ideas that genuinely connect with people. With over 14 years of experience in the consumer goods industry, she has focused her career at the intersection of innovation, strategy and consumer empathy. 

She currently serves as Grouper for Cheetos, Chocotella and Innovation at PepsiCo Alimentos México, where she leads the growth of iconic brands through her culturally relevant and consumer-centric proposals. Throughout her 12 years at PepsiCo, she has held key positions such as Innovation Manager for Sabritas and Gamesa, and Sr. Manager of platforms like Flamin’ Hot and Mixes as well as emblematic brands like Sonrics and Marías Gamesa. 

She has led high-impact projects such as the full rebranding of Flamin’ Hot – still in effect today – with the Extra pip-cantes campaign, the launch of successful initiatives such as Doritos Mix and Cheetos Mix, and the evolution of Marías Gamesa into a brand with strong social and cultural resonance. 

Cynthia stands out for her strategic thinking, her sensitivity in understanding people and her ability to build purpose-driven brands. She deeply believes in the power of developing others, fostering teams that grow, challenge themselves and create impact. Her approach combines business vision with a human perspective, bringing to her role as a juror an authentic, thoughtful and value-driven outlook on ideas.