I won't tell you an epic. I'd rather tell you the truth, which is more useful: I've reinvented myself several times, and each time I learned to look a little closer. Those reinventions aren't something to soften; they're my credential. I've taken apart organizations and teams that looked broken, and almost always found they only needed unhurried hands and someone willing to listen to the mechanism before forcing it.
My career
Tap each row to see the detail.
2025 – 2026
OmniStemSenior Consultant, Commercial Architecture & Customer Experience
Designed and implemented, from scratch, the commercial, operational, and customer-experience architecture of a high-value international clinic. Automated the full commercial process, from leads to proposals, and designed the patient experience with AI-driven competitive analysis to position by value rather than price.
2022 – 2025
Change AmericasCommercial Manager & Senior Consultant
Led the firm's commercial function and a portfolio of corporate clients across Colombia, the US, Panama, and Bolivia, with cases such as Aris Mining (cultural transformation) and Amadeus (English-language consultative selling). Also led the opening of Mexico and the Dominican Republic as new markets, and worked on commercial-transformation projects for Terpel, Avianca, WOM, and Banco de Occidente.
What I did: led Change Americas' commercial function and transformed a 9-person commercial team (CRM, automation, incentives). Result: sales grew 27% over the year before I joined.
2018 – 2022
Pontificia Universidad Javeriana / El Camino AcademyLecturer & Transformation Consultant · Director of Strategic Development
Led the Javeriana team to 9th place worldwide in NASA's 2020 Human Exploration Rover Challenge, mentored capstone projects on building companies from scratch, and consulted on cultural and commercial transformation for Nutresa and Coomeva. In parallel, as director of El Camino Academy, I grew enrollment from 280 to 400 students in four years and kept the school running through the pandemic without losing a single student.
2016 – 2018
Chevrolet AutonizaCommercial Manager, Transformation & Innovation
Pioneered virtual car sales in Colombia: customers bought without visiting the dealership, through guided digital tours and test-drive scheduling. The industry adopted the model widely during the pandemic. That's where Match Cars was born, a multi-brand digital sales model that is now an independent company.
What I did: led the dealership's commercial model transformation and introduced the customer happiness index as a core metric, pioneering digital car sales in Colombia. Result: +23% in satisfaction and +17% in sales, at the same time.
2013 – 2016
Virgin Mobile ColombiaMaster Distributor & Founder of Franchise Network
Created the first franchised distribution model, with physical stores and street sales, for a brand that operated 100% by phone, opening a new commercial dimension. Reached 1,200 prepaid accounts a month with retention over 12 months, and the model was replicated in Bogotá and Medellín.
2008 – 2012
France Telecom OrangeSenior Commercial Manager (Interim VP)
Flagship case "500: The Winner's Path." (See the extended account below.)
Flagship case500: The Winner's Path
I arrived in Santo Domingo in 2008 to take over an operation that was on its knees. The sales team was worn out, many distributors had left for the competition, and only 200 active points of sale remained, when the target we'd been given was 500. It wasn't a strategy problem. It was a problem of people who had stopped believing the effort was worth it.
The easy way out would have been to demand more of the same: more pressure, more targets, more one-day pep talks. We chose something else. We sat down to listen, one by one, to why they'd left and what it would take to trust us again. We redesigned the incentives from scratch, not as a prize, but as real recognition of effort. And we gave the rebuilding a name people could feel was their own: "500: The Winner's Path," not a company target, but a road we walked together.
It took five years. We reopened 605 points of sale: 506 distributor, 92 franchised, and 7 direct, finally beating the target that had seemed impossible. Orange's market share climbed to 39% from that crisis position, and we added 47,000 prepaid-card retail outlets in neighborhood shops we hadn't reached before. Between 2009 and 2010 we rolled out 92 franchises that shielded the network from the competition, and we created Telesales and Websales, two new channels that brought the brand to rural areas it hadn't reached before, generating 20% more in sales. "500: The Winner's Path" became a tradition the company still celebrates years after I left.
I still think about that operation whenever someone tells me a team is broken. It almost never is. It's worn out from feeling like no one is listening, and that's repaired with the same unhurried hands I talk about in this workshop.
2006 – 2007
Brightstar / Go2telCommercial Manager, Market Development
Managed the relationship with Movistar Colombia, leading nationwide sales-force training and point-of-sale positioning. Created the TeAcerca brand for expatriate Latinos, took it to Spain, Puerto Rico, and New York, and it was eventually acquired by Movistar Spain.
2000 – 2005
Verizon CodetelSales Executive → Senior Commercial Manager
Led the promoter channel, a new format for the company, growing sales 76% and setting historical records in internet and phone sales. As Senior Regional Manager I ran every channel in the country's southern zone, and finished as Marketing Manager, the bridge between marketing and sales.
What I did: built my full sales career at Verizon Codetel, the largest telco in the Dominican Republic, as a foreigner with no local network. Result: top sales executive two years running.
Education
Tap each one to see its focus.
In progress · 2026
CliftonStrengths Coach
Certification to identify and develop the natural strengths of commercial teams and leaders, rather than focusing on fixing weaknesses.
2019
Transformational Leadership
International leadership program centered on service, character, and community impact, alongside leaders from dozens of countries.
2013
Certified Professional Coach
Certification in coaching, training, and public speaking under John Maxwell's methodology, focused on developing leadership in others.
2003
Strategic Marketing Management
Training in strategic marketing with a focus on market analysis and commercial decision-making.
1999
Industrial Engineering
A technical foundation in processes, optimization, and systems thinking that underpins the way he diagnoses organizations.
1987
Industrial Design
User-centered design training that trains the eye to understand needs before proposing solutions.
Today I spend my time restoring: organizations, people, and, when I can, a little of the time the noise takes from us. If you'd like to see what's on the bench this month, stop by the workbench.