He began his career in janitorial services at Frito-Lay. Decades later, he retired as vice president of multicultural sales and marketing at PepsiCo North America where he was instrumental in creating new products and building a diverse marketing team. The incredible story of Richard Montañez has even caught the eye of Hollywood – a forthcoming biopic will be directed by superstar actress Eva Longoria.

And next month, Montañez will join the virtual ASI Power Summit as keynote speaker.

In this episode of Promo Insiders, ASI Media Executive Editor Sara Lavenduski speaks with Montañez about his moves up the company ranks, his experiences in product innovation, a recent PR crisis that could have damaged his reputation and how to deftly lead a team through a serious time such as COVID.

Podcast Chapters (Available Only on Desktop)
0:45 Moving up the company ranks
6:55 Handling a PR crisis
11:30 Developing product for multicultural markets
20:00 Leading a team through tough times

“I never had a formal education,” says Montañez. “I quit school at a very young age, so I struggled with reading and writing. But I had a great father and a great grandfather who gave me their advice. … They always said, ‘Treat everyone with respect’ and ‘Be the best worker and don’t complain.’ So I did those things.”

“I had a great father and a great grandfather who always said, ‘Treat everyone with respect’ and ‘Be the best worker and don’t complain.’ So I did those things.” – Richard Montañez

With a long professional history that included developing famous food items like Flamin’ Hot Cheetos and creating a multicultural marketing team, it was surprising to Montañez and the people who know him when his reputation and history in product innovation was called into question earlier this year.

“It was incredibly crazy,” says Montañez. “What sustained me is what I used to teach my executives: Build a hedge of protection around you with the community. Let the community know who you are. … I had congressmen, senators, famous people from Hollywood calling PepsiCo saying, ‘Hey, this is our guy. You have no idea what he has done.’ I think that pretty much put an end to it.”

Richard Montañez will deliver his keynote at noon ET on Wednesday, Oct. 13, during the virtual Power Summit. Find more information at asicentral.com/events/asi-power-summit and register here.

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