João Victor Guedes dos Santos

João Victor Guedes dos Santos is a seasoned marketing professional currently serving as Marketing Director at The HEINEKEN Company since January 2024, focusing on Amstel branding. Prior to this role, João Victor accumulated over a decade of experience at Diageo, leading various positions including Head of RTC, Head of Johnnie Walker for multiple countries, and Global Johnnie Walker Sr Innovation Manager, where João Victor drove brand strategies and innovative product launches. With a strong background in legal affairs as a former Legal Manager and Regional IP Counsel, João Victor possesses expertise in intellectual property and litigation. Academically, João Victor holds an LLM from FGV, a bachelor's degree in Economics from PUC-SP, and a law degree from PUC-Rio.