Blas Maquivar

President of Chocolate CBU, Mars Wrigley Confectionery

Blas is president of the Chocolate Category Business Unit (CBU) for Mars Wrigley Confectionery. He leads the strategic development and delivery of some of the world’s most beloved and delicious brands, from M&M’s® and SNICKERS® to DOVE®/GALAXY® and TWIX®. Blas is also a part of the global Confectionery Leadership Team.

With more than 25 years’ experience in the consumer goods industry, Blas is known for inspiring leaders and associates to gear up for exciting, entrepreneurial adventures. His new team will focus on increasing the economic value of Mars Wrigley Confectionery’s Chocolate CBU, accelerating both category and top line growth, through powerful global innovations across iconic brands.

Blas joined Mars, Incorporated in 2010 as General Manager of Mars Chocolate Mexico, and was promoted to Regional President for the business in Latin America two years later. Under his leadership, the region became a growth engine for the global chocolate segment. Most recently, Blas was responsible for the UK chocolate business, global M&Ms World Stores, MY M&M’s and the International Travel Retail division as President of Mars’ UK Chocolate and Global Retail Business.

Prior to joining Mars, Blas worked for a number of high-profile businesses including Pepsico, Microsoft and Procter & Gamble, across geographies including Mexico, U.S., Central America and the Caribbean. His global experience spans a range of sectors, including macro snacks, food & beverages and household goods. Blas has a particularly strong marketing background, working his way up the ranks in the marketing division of Procter & Gamble for ten years, before becoming Director of Sales and Marketing at PepsiCo – a position he held for four years. He then moved into General Management at PepsiCo before joining the team at Mars Chocolate.

A Business Management graduate of the Monterrey Institute of Technology and Higher Education, he has completed several executive and business programs at IMD Business School in Switzerland. Blas will move to Chicago next summer with his wife Carin and two of his children. When he’s not bringing tasty innovations to life for consumers to enjoy, Blas takes delight in traveling to Mexico for family visits, enjoying exotic cuisine with good company and cycling.