Carlos Mendez

Carlos Mendez spent a decade in brand management at Procter & Gamble and Unilever before transitioning to equity research, giving him an insider's perspective on what drives consumer packaged goods success. His experience launching products across Latin America and the United States taught him how brands build loyalty, gain distribution, and defend market share against private label competition. Carlos earned his MBA from INSEAD and combines marketing expertise with rigorous financial analysis. He's known for his deep dives into competitive positioning, pricing power, and innovation pipelines. Carlos was early to identify plant-based food trends, predicted the premiumization of beer and spirits, and correctly assessed which legacy brands would successfully defend against nimble upstarts. His analysis goes beyond financial statements to examine brand health metrics, advertising effectiveness, and shifting consumer preferences across demographics. He understands that CPG investing requires patience—these are often slow-moving businesses where competitive advantages compound over decades. Writing from Miami, Carlos brings a global perspective to consumer brands, tracking trends from emerging markets to developed economies.