After graduating in 1994, when the CIMBA program was in Pordenone, Italy, Gerardo joined Nestle as a Product Manager, moved to the Switzerland headquarters as a Confectionery Strategic Business Manager for Latin America, then moved to Chile as a Sales Manager, and finally back to Mexico as Head of a Business Unit. After a short period at Warner Brothers as Marketing Director, he joined Coca Cola FEMSA – the largest bottler of the Coca-Cola system. Gerardo now looks after all of the new company business initiatives outside of the soft drinks sector. CIMBA helped him to understand that we live in a multicultural world, where every country has a different way to do business along with different values and beliefs.