I am a senior commercial executive with over 20 years of experience leading regional growth, multi-country operations, and business expansion across LATAM and the U.S. ecosystem. Throughout my career, I have been recognized for driving revenue growth, expanding market share, and leading commercial transformation in highly competitive industries. I have managed complex multi-channel distribution ecosystems including retail, enterprise, and telecom sectors.
I have a proven track record of scaling multi-country organizations and aligning commercial strategy with execution to deliver sustainable performance across fast-moving and diverse markets. My expertise lies in building and restructuring commercial models, expanding regional presence, and executing go-to-market strategies across LATAM, combining strategic vision with strong operational execution.
My core expertise includes LATAM growth and business expansion strategy, go-to-market strategy and commercial transformation, multi-country commercial leadership within LATAM and the U.S. ecosystem, cross-border team leadership, organizational scaling, P&L exposure, business performance optimization, revenue growth, market share scaling, enterprise sales, strategic key account management, and managing multi-channel ecosystems.
I have successfully led business development, partnerships, and operations for audiovisual content companies, consumer tech launches, and high-scale consumer electronics portfolios. I have also built U.S. business infrastructure from the ground up, defining and executing go-to-market strategies for alcoholic beverage commercialization.
I am passionate about driving commercial strategy, budgeting, and full P&L management, generating significant revenue growth through innovative growth and monetization initiatives. I am experienced in leading sales, finance, logistics, and business development functions, and I excel at improving retail productivity, channel efficiency, and operational performance through execution excellence and cost optimization.
I am fluent in Spanish and have full professional proficiency in English. I am committed to building and scaling high-performance multicultural teams across regions and delivering impactful commercial and operational results.
Lead business development, partnerships, and operations of an audiovisual content company. Drive commercial strategy, budgeting, and full P&L management. Generated US$1M revenue in 2025 through growth and monetization initiatives.
Led commercial launch and acceleration strategy for wearables and consumer tech in Colombia. Designed and executed multi-channel expansion strategy across retail, distributors, and telecom operators. Managed end-to-end commercial operations including sales, marketing, logistics, and business development. Generated US$2M revenue, exceeding growth targets and accelerating commercial expansion.
Directed commercial strategy for a high-scale consumer electronics portfolio in Colombia. Managed sales performance, channel optimization, marketing execution, and demand planning across key categories. Delivered US$10M revenue, increasing market share across key categories (Smartphones +3%, Wearables +38%, Audio +6%). Improved retail productivity, channel efficiency, and operational performance through execution excellence and cost optimization.
Built U.S. business infrastructure from zero, including legal, financial, and operational setup. Defined and executed go-to-market strategy for alcoholic beverage commercialization. Led Sales, Finance, Logistics, and Business Development functions. Generated initial revenue and market penetration, launching operations and commercial footprint in the U.S.
Led regional commercial operations across three LATAM markets. Delivered US$2M revenue growth through channel expansion and operational optimization. Implemented cost efficiency and continuous improvement initiatives.
US$250M+ business unit managed, achieving 35% market share. Led regional commercial strategy and expansion of enterprise channels. Implemented CPFR model, improving forecast accuracy, inventory management, and sales conversion.
Led commercial and operational execution across multiple LATAM markets, delivering US$5M+ revenue impact. Positioned brand in premium segment through consultative, high-value sales strategy. Built and scaled high-performance multicultural teams across the region.
Managed US$180M business unit, ensuring consistent revenue and profitability. Increased market share from 6% to 9%, achieving Top 3 positioning in Colombia. Led commercial transformation toward multi-channel sales model. Implemented CPFR system, improving demand forecasting and inventory efficiency.
Managed retail operations in Colombia.
Managed operations across LATAM (Colombia, Venezuela, Ecuador, Peru).
Managed sales across LATAM (Colombia, Guatemala, El Salvador).
Managed operations in USA.
Managed operations in USA.
Industrial Engineering
Diploma in Strategic Planning
Negotiation Skills Certification
Life & Business Coach Certification
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