Get to Know Francisco Moreno Hueyo - An Adventurous Life
The story of Francisco Moreno Hueyo is an adventure in itself. Raised in the tropical jungles of Chaco, in northern Argentina, and educated in an aboriginal school, he later refined his knowledge at Wharton Business School. Throughout his life, Francisco has embraced polarity and adventure, synthesizing a fusion of executive, consulting, academic, entrepreneurial, and acting experience.
For over 20 years, he held C-Suite positions at Nike, Gatorade, Campbell Soup, and Korn/Ferry International. He has consulted for clients such as Disney, Novartis, Zurich, SAP, HSBC, and Möet Chandon across Latin America, the USA, and Europe. As an Executive Coach to CEOs and C-Suite executives worldwide, he has provided strategies for dealing with the unexpected, infusing life and relationships with passion, and fostering the same dynamic leadership that enables Latin executives to thrive in a region where change is the only constant.
Since 1999, Francisco has taught Leadership, Power, and Team Dynamics at The Aresty Institute of Executive Education at Wharton. He has also been a visiting Professor at MIT and the University of California, Berkeley.
He has held numerous leadership roles at YPO (Young Presidents’ Organization), the leading global CEO network, including serving on the International Forum Committee and as Latin America YPO Gold Regional Chairman from 2019 to 2023.
Francisco is a YPO International Member Speaker Resource and an actor in multiple plays in Argentina. During his corporate career, he received numerous awards: Best Global Marketing 1989 – Phil Knight, Nike; Clarín Best Print Advertising Campaign Argentina 2004 – Snapple; Clio Best Radio Campaign 2004, San Francisco – Snapple; and Best YPO Education Program 2015.
His adventurous spirit led him to purchase 25,000 acres of land by mail in the remote Pucará Valley, Salta, Argentina—a land that called for a pioneering wine project. Almost twenty years at La Finca de los Viñedos Imposibles embody his vision, life philosophy, and determination as an explorer.
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