Ace Talent Curators is proud to welcome Hector Morales as our new General Manager, a seasoned executive whose career embodies what we stand for: transformation, partnership, and growth through people.
With more than two decades of leadership experience across the food, beverage, and CPG industries, Hector has built and scaled customer partnerships worth hundreds of millions, led commercialization and innovation strategies for some of the most recognized quick-service restaurant brands in the world, and helped launch new products in functional beverages and better-for-you snacking.
Now, he brings that same strategic vision to Ace Talent Curators, guiding how we connect exceptional leaders with the companies redefining the future of consumer goods.
A Career Built on Growth and Partnership
Hector’s leadership story is defined by impact.
At Aspire Bakeries (formerly ARYZTA), he led strategic partnerships with major national accounts including Subway, Panera, Taco Bell, and Yum! Brands, managing portfolios exceeding $350M. Under his direction, Aspire’s National Accounts division not only hit aggressive profitability targets but also delivered breakthrough innovations across multiple food categories.
Earlier in his career at PepsiCo, Hector helped manage some of the company’s largest foodservice relationships in Latin America, overseeing strategy for brands such as KFC, Pizza Hut, and Taco Bell across 38 countries.
Hector has demonstrated one consistent strength: the ability to connect customer insight, operational excellence, and brand vision to drive measurable results.
Leadership Rooted in Transformation
Throughout his career, Hector has led organizations through major moments of change, from restructuring supply networks and repositioning brand portfolios to developing innovation pipelines that respond to shifting consumer behavior.
He has built and coached high-performing teams that thrive under pressure, often taking on complex, high-stakes initiatives where alignment and trust were key to success.
Hector’s approach blends strategy with empathy, a balance that not only drives business outcomes but also strengthens organizational culture. It’s the kind of leadership that mirrors Ace Talent Curators’ own philosophy: real transformation happens when people and purpose align.
Full Circle: From Talent to Transformation
While Hector’s career includes decades of commercial leadership, it actually began in recruiting.
Starting at Allegis Group, he learned the fundamentals of connecting people with opportunity, a skillset that shaped his leadership philosophy long before he joined Ace. Today, that journey comes full circle as he returns to the talent space, bringing an operator’s understanding of what great leadership looks like inside the boardroom, on the production floor, and across the value chain.
At Ace Talent Curators, Hector will focus on expanding our firm’s reach across North America, deepening client partnerships, and delivering customized executive talent solutions for both emerging and established brands. His goal: help companies scale faster by ensuring they have the right leaders in place at exactly the right time.
Recognition, Impact, and Integrity
Hector’s leadership has earned industry recognition throughout his career, including:
- The PepsiCo Harvey C. Russell Chairman’s Award (2012) – for leadership and commitment to Performance with Purpose.
- The Pillar Award (2011) – from Adelante National for community impact and service.
He has served as Ambassador for the Kellogg Executive MBA Cohort, Board Member for the Kellogg Alumni Club of South Florida, and Chair of Aspire Bakeries’ DEI&B Council Affinity Groups Committee, where he championed inclusion and mentorship across teams.
These experiences reflect the values he brings to Ace: purpose-driven leadership, cultural inclusivity, and a belief that business success and human impact should move together.
Beyond the Office
Originally from Colombia and now based in Miami, Hector has called the U.S. home for more than 35 years. A family man at heart, married for 27 years with three sons, he’s passionate about cooking, travel, mentorship, and sustainability. He often says he explores culture through food, a value that naturally connects with the CPG leaders he partners with every day.
Closing
Hector Morales represents what Ace Talent Curators believes in, leadership that builds, connects, and transforms.
His track record of driving growth, developing teams, and inspiring change aligns with Ace’s mission to help clients achieve more through people.
Please join us in welcoming Hector to the team. His experience, insight, and passion for mentorship will help shape the next chapter of Ace Talent Curators, and the future of leadership across the CPG industry.
