Fiorella Palacios

General Manager, Latin America and Caribbean Region @ On

About

I’m passionate about building brands that move people — literally and emotionally. Over my 20-year career, I’ve led transformations that unite purpose, technology, and performance across markets and cultures. At On, I serve as General Manager for Latin America & the Caribbean, driving the region’s evolution from a wholesale-led business into a fully integrated omnichannel platform. I’ve built the team, operations, and strategy from the ground up — positioning LATAM as one of the fastest-growing engines within the Americas. Before On, I shaped Amazon’s global go-to-market strategies for Prime, Prime Video, and Music; led brand, digital experiences and loyalty innovation at Starbucks; and helped Nike connect with runners and communities across new geographies. I began my career as a CMO in Peru, where I learned that growth and empathy go hand in hand. Born in Peru, educated in Germany, and based in Seattle, I bring a multicultural, cross-industry lens to leadership. I thrive where culture, innovation, and talent development intersect — building teams that not only deliver results but redefine what’s possible.

Country

United States

City

Seattle

Industry

Management Consulting

Skill

Business Development

Experience

General Manager, Latin America and Caribbean Region

2023-3 - Present · 3 yrs 7 mos

United States

I lead a diverse, cross-functional team shaping On’s journey across Latin America and the Caribbean—building the business from scratch, scaling it across new channels, and defining how a premium brand grows with purpose in emerging markets. Delivered double-digit YoY growth, positioning LATAM as the #2 growth driver in the America

Head of Strategic Partnership for North America, Amazon Corporate Business Development

Amazon

2018-3 - 2023-2 · 5 yrs

Seattle, Washington

Led strategic business development for Amazon Prime, expanding the membership’s value proposition through partnerships in entertainment, retail, and digital services. Oversaw partner negotiations, program scaling, and launch operations across the U.S. and Canada.

Global Manager, Loyalty, CRM & Digital Experiences

Starbucks

2014-3 - 2018-2 · 4 yrs

Greater Seattle Area

I led a global, cross-functional team responsible for shaping Starbucks’ loyalty, CRM, and digital customer experience strategy—bridging marketing, technology, and analytics to strengthen customer connection and retention across markets.

Sr. Brand Manager, Latin America and Caribbean Region

Nike

2012-1 - 2014-3 · 2 yrs 3 mos

United States

Directed Nike’s brand strategy for Latin America—managing category marketing, athlete partnerships, and regional campaign activations to elevate brand heat and connect with new consumer segments.

Chief Marketing Officer, Romex

Corporación Grupo Romero

2008 - 2012 · 4 yrs

Perú

Served as CMO for one of Peru’s largest consumer goods groups, overseeing portfolio strategy, brand building, and innovation. Managed end-to-end marketing, trade, and R&D operations.