The recipient of a law degree from Pontifical Catholic University in Sao Paulo, Brazil, Geraldo Rondon da Rocha Azevedo launched his own events company in 1981 and, after four years, was hired by the advertising company Ogilvy & Mather. Geraldo Rondon da Rocha Azevedo originally worked with the enterprise's outlet in Brazil, but was transferred to New York in 1986. He returned to Brazil three years later and founded Rocha Azevedo, which later expanded into Chile and Argentina and became one of the most decorated activation agencies in Latin America.

He sold the company to The Marketing Store in 2000, and was subsequently appointed president of the company's Latin American operations. Following five years in that role, he joined Neogama/BBH as co-president responsible for managing advertising accounts for Unilever, TIM, Diageo, and Renault, among others. He later served a brief stint as a director with Time for Fun, the largest entertainment promoter in Latin America, and presently serves as CEO of Execution. Supplementing his extensive advertising and marketing experience, he is president of the jury at the Cannes Lions Advertising Festival.