Gabriel Cedrone

President LATAM

Years at VIAVERDE:

7 Years

Years in the Industry:

25 Years

Gabriel Cedrone is a seasoned executive with over 25 years of experience in international business, having held leadership positions in global companies such as Pepsi-Cola, Philip Morris, Warsteiner, and Grupo Vallas. With a law degree from the University of Buenos Aires and a specialization in international business, Gabriel began his career in the FMCG sector, where he spearheaded over 130 product launches worldwide in the food and beverage industry.

He further excelled as President of Warsteiner International, navigating the highly competitive beer category, and later served as a consultant for over 100 companies on international projects. Transitioning to the media and advertising industry, Gabriel became the CEO LATAM of Grupo Vallas, an OOH media company operating in 12 countries across Latin America.

Since 2018, Gabriel has been a key contributor to VIAVERDE, bringing his vision of out-of-home advertising as a powerful tool for urban transformation. Under his guidance, advertising becomes more than a medium—it funds green infrastructure projects that create meaningful benefits for cities and citizens alike.

Thanks to his extensive experience in the industry, Gabriel is also a member of the Board of the World Out-of-Home Organization, where he actively promotes innovation, sustainability, and digital transformation in the OOH sector. As COO of VIAVERDE, he drives innovation and ensures that the company’s mission aligns with sustainable urban development.