Commercial Director | Business Development Director | B2B Sales Director | Channel Manager | Business Developer
About Me
I am a Senior Commercial Leader and Electrical Engineer with an Executive MBA (Magna Cum Laude) and C1 English proficiency. Over the past 21 years, I have gained extensive experience working at Telefónica and within the technology sector, specializing in B2B consultative sales and strategic business direction. My expertise lies in developing strategic channels and optimizing organizational processes to maximize profitability. I am distinguished by an analytical market vision and impeccable execution in creating positioning plans that accelerate business growth and key account acquisition across competitive LATAM markets.
Currently, I work as an Independent Business Development Consultant focusing on tech and digital signage, where I design and execute go-to-market strategies for high-end visual communication and digital engineering solutions. I lead commercial structuring and B2B market expansion, integrating LED/LCD portfolios aimed at the digital transformation of corporate and retail spaces. I have successfully generated a sales pipeline projected at over $3,000M COP (1M USD) and achieved initial sales within the first 90 days, validating the business model and technical value proposition.
Previously, I held multiple leadership roles at Telefónica, including Regional Business Development & Strategic Channels Manager for the Hispanic American region, where I led the transformation and scaling of the commercial model across eight countries. I engineered partner ecosystems to optimize network productivity and drive profitable growth, generating significant revenue and reducing operational expenses. I also led the implementation of the Indirect Sales Force program, driving commercial transformation and increasing productivity by 40%.
Throughout my career, I have been recognized for my ability to design and execute commercial strategies that drive revenue growth, improve customer satisfaction, and build scalable sales teams. I have extensive experience managing complex sales cycles, strategic alliances, and cross-functional teams. My work has resulted in increased active billing client bases, improved funnel conversion rates, and successful acquisition of key accounts.
I am fluent in Spanish and English, with elementary proficiency in Portuguese. I am passionate about leveraging my technical background and commercial expertise to create impactful business solutions and foster sustainable growth in dynamic markets.
Skills
Business DevelopmentStrategic PlanningTeam LeadershipContract NegotiationCustomer RetentionInside Sales
Education
Executive MBA
Magna Cum Laude
Bachelor of Science in Electrical Engineering
Experience
Design and execute GTM strategies for high-end visual communication and digital engineering solutions. Lead commercial structuring and B2B market expansion, integrating LED/LCD portfolios focused on digital transformation of corporate and retail spaces. Generated a sales funnel projected at +$3,000M COP (1M USD). Achieved initial sales within first 90 days. Developed technical sales collateral and executive presentations. Streamlined commercial tracking, inventory management, and logistics.
Led transformation and scaling of commercial model for Hispanic American region (8 countries). Engineered partner ecosystems to optimize network productivity and drive profitable growth. Designed and executed Indirect Inside Sales model generating US$800K in Year 1 and 25% OPEX reduction. Increased active billing client base by 30%. Standardized sales and service processes.
Led implementation of Indirect Sales Force program. Upskilled teams toward remote consultative selling. Increased productivity by 40%. Co-designed analytical prospecting model boosting conversion rates by 35%. Engineered profitable operational frameworks with third-party vendors.
Designed and executed B2B commercial strategy for Southeastern Colombia. Generated US$350K monthly New Recurring Revenue (NRR). Awarded Best Commercial Manager Nationwide (2018). Redesigned service model for Medium and Large Enterprises improving satisfaction and client participation.
Defined and implemented strategic roadmaps to expand mid-market segment footprint. Led sales force transformation and upskilling initiatives. Improved pipeline quality and sales representative productivity.
Led business development strategies for acquisition of high-profile corporate accounts. Designed complex sales cycles and prospecting methodologies. Achieved business unit revenue growth by more than 15%.
Led strategic commercial management for Government, Education, and Healthcare sectors in Colombia. Directed technical and commercial structuring for state bidding processes. Secured major infrastructure and connectivity contracts. Onboarded Telefónica onto Colombian state procurement platform enabling participation in public tenders.
Developed specialized unit for local and medium government entities increasing revenue by over 190%. Developed coverage program for unassigned accounts improving customer satisfaction and securing new revenue.
Aligned commercial directorate strategy with sales force execution. Optimized sales routing and B2B product portfolio. Defined and monitored KPIs. Led market intelligence and data collection to design strategic work plans.
Led high-stakes negotiations with national key accounts securing competitive technology contracts. Developed remote commercial models for hard-to-reach areas ensuring connectivity services.
Analyzed Colombian market to identify emerging tech trends. Defined competitive product portfolio. Structured and delivered commercial proposals for public tenders and private procurement. Developed custom technical designs. Managed end-to-end commercial strategy achieving 115% of annual sales budget (US$300K).