Mars Snacking appoints Gabriel Fernandez as President of GEM


Mars Snacking has announced the appointment of Gabriel Fernandez as President, Global Emerging Markets (GEM), Mars Wrigley. Fernandez succeeds Blas Maquivar, who will now serve as Global President, Health & Wellness, Mars Snacking.

Fernandez has been with Mars since 2005 and has held regional and corporate leadership roles in Latin America, Europe, and North America. From 2016 to 2024, Fernandez served as General Manager of Mars Wrigley Mexico. During that time, Fernandez led the business through several key transformations, including the successful integration of Mexican chocolate brand Turin, the Wrigley portfolio and Mars Wrigley’s Caribbean and Central American markets.

In his new role, Fernandez will oversee the GEM region as it continues to build momentum and drive overall business growth. A key focus area will be continuing to cultivate a strong talent development pipeline and championing inclusion and diversity efforts across the 140+ markets within the GEM cluster. During Fernandez’s tenure in Mexico, female representation within the Mars Wrigley Latin American business rose from 10 percent to 40 percent. Fernandez also led Latin America to significant financial success, achieving over 50 percent growth.

Andrew Clarke, Global President, Mars Snacking, said, “Gabriel’s extensive leadership experience and longstanding tenure at Mars make him a perfect fit to guide this burgeoning business into its next phase. Our emerging markets cluster is primed to continue driving talent, innovation, and growth for Mars Wrigley as we double down on our strategy to transform the snacking category. I know that Gabriel will take us to even greater success with his leadership acumen and track record of growth.”

Gabriel Fernandez said, “I am incredibly excited to continue the brilliant work led by Blas and the GEM leadership team and to partner alongside an energized team that lives out our global purpose of inspiring moments of everyday happiness. Following my experience in other emerging markets, I am eager to champion the incredible brands and talent that we have in this rapidly evolving, dynamic region. From iconic global favorites such as M&M’S to our local heroes such as Turin, I look forward to continuing our legacy of culturally relevant innovation for consumers in emerging markets.”


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Media contact

Hannah Larvin
Editor, International Confectionery
Tel: +44 (0) 1622 823 920

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