Carlos Custodio joins The Wendy’s Company as Vice President, International Marketing
Prior to joining Wendy’s, he spent more than a decade at Papa John’s International
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Published: Nov 11, 2026 2:28 PM | 1 min read
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- Carlos Custodio has been appointed Vice President of International Marketing at The Wendy's Company, effective November 2026.
- He will oversee the company's international marketing strategy, including regional marketing, digital marketing, and brand communications.
- Custodio has over ten years of experience in international marketing, previously serving at Papa John’s International in various leadership roles.
- His background includes brand management at Procter & Gamble and initiatives at the United States Tennis Association to boost tennis participation.
Carlos Custodio has joined The Wendy’s Company as Vice President, International Marketing, effective November 2026.
In this role, he will lead the company’s international marketing strategy and execution, overseeing regional marketing, digital marketing, creative services, customer insights and brand communications.
Custodio brings over a decade of experience in international marketing and brand building across the quick-service restaurant and consumer packaged goods sectors.
Prior to joining Wendy’s, he spent more than a decade at Papa John’s International, where he most recently served as Vice President, New Market Openings, overseeing markets across Europe, Latin America and Africa. He has also held roles including Vice President, LATAM and Developing Markets, and Vice President, Marketing for Latin America and Asia.
Earlier, he spent eight years with Procter & Gamble in brand management roles across Latin America, working with brands including Safeguard, Oral-B, Pampers and Gillette. He also served at the United States Tennis Association (USTA), where he led membership strategy transformation initiatives aimed at increasing tennis participation across the country.
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