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The Alchemy of Leadership Blog

10 minutes with Juan Amat, General Manager at PepsiCo

JI Amat compressed

Juan Ignacio Amat, born in Almeria (South of Spain), married to Celia and with 4 kids. I work as General Manager for PepsiCo’s Nutrition category. This includes Juice and Grains products under brands like Tropicana, Quaker, Naked Juice, Copella and Alvalle. My geographical scope of responsibility is West Europe and Sub Saharan Africa and our role as a category team is to grow this business faster than the other PepsiCo product categories

What does your typical day involve?
My typical day always involves connecting with my team. I am constantly communicating with them as we are spread across 6 European countries. We are also part of PepsiCo’s Global Nutrition Group which sites in the US and so we connect regularly with the team there too. We are certainly a diverse team and I really appreciate this! I also travel often around Europe to meet manufacturing and agency partners to ensure I stay close to market execution and to competitive & customers activity

If you could choose anyone, who would be your fantasy board member and why?
I would be honoured if Patrick Macdonald or David Sole would accept the role. They have an impressive breadth of experience in business and people leadership, and a very rich networks

What three words would your colleagues use to describe you?
Enthusiast, hardworking and probably with some work to do to make my communication clearer

If you could choose anyone, who would be your fantasy dinner guests and why?
Miguel de Cervantes, he had the most adventurous life and wrote one of the greatest novels of all times

What’s your favourite way to unwind?
Trying to hit some balls in the driving range, I will either unwind or get moody. Reading Financial Times and El País on Saturday morning works too

What advice would you give your 18-year-old self?
Sit up straight!

What sporting team do you follow?
Real Madrid and NBA teams with Spanish players, which are many fortunately

Describe a perfect day
I am in Madrid with my family and friends. We walk around the city and see a couple of photography or art exhibitions during the morning. We eat around town centre and see a theatre play in the afternoon. There is a Real Madrid game in Bernabeu that evening and we got tickets. After a good match (and a victory), we have some tapas for a late dinner and take a long walk back to the hotel

Who would play you in the film of your life?
Someone who had passion in his eyes and hopefully not too bad looks…

Where is your favourite place?
Pedestrian zones in most European capital cities


Juan is a member of the School for CEOs alumni, having participated on the Vital Few programme in 2014.  When reflecting on his School for CEOs experience, he said: 'Content is state-of-the-art and faculty has ‘been there and done it’. Networking opportunities are incomparable and lifelong'.

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