Vinicius Sales

WORK HISTORY

EDUCATION

ABOUT VINICIUS SALES

Good design means beauty.Great design means business. That’s my game. I lead Global Design for PepsiCo’s International Beverages business, shaping how brands like Pepsi, Gatorade, 7Up and Mirinda show up across more than 190 markets, where the work lives in over 15 million places. Getting it right is not optional. Before PepsiCo, I was at AB InBev, leading design across global brands like Budweiser, Stella Artois and Corona during the company’s back-to-back Cannes Lions Creative Marketer of the Year run, the first in 70 years. As Head of Design, I contributed 4 shortlists and 1 Lion. Over the past 17 years, I’ve worked across agencies, entrepreneurial ventures and global organisations, building teams and brand platforms that make brands clearer, more distinctive and easier to choose. For me, design isn’t just a visual skill. It’s a business advantage.Because brands aren’t competing with each other. They’re competing with what’s coming next.And the ones that stay ahead are the ones that don’t wait for the future. They design it. First.I grew up in the outskirts of São Paulo, where nothing worked unless you made it work. That never left me. I started in the agency world, working with local icons in Brazil such as Brahma and Skol, and later global brands like Meta, Nike and Huawei, and I’ve built businesses of my own, from design studios to running a Taco Shop in Brazil, where I spent three years as an accidental Taquero.