Three decades building, selling and scaling enterprise software in Latin America.

I started my career at SAS Institute in 1996 as a technical support engineer. Thirty years later, I left as VP Regional and Country Manager for Mexico, Caribbean and Central America. Along the way I was consultant, data warehouse specialist in São Paulo, project manager, account executive, presales director, professional services director for North LATAM, and finally regional leader with full P&L.

That progression is non-trivial: it means I understand how an AI solution is designed for SAT, how it's sold to a banking C-Level committee, how an AML project is delivered across six different countries, how to hire and develop a 200-person team, and how to report quarterly to the Global Executive Board of a USD 3,000M+ revenue company. Few executives have that 360-degree view of their industry.

During the 2018–2020 period I was responsible for North America with a P&L of approximately USD 60M. From 2021 my focus concentrated on Mexico, Central America and the Caribbean, where I consolidated an operation with annual revenue close to USD 43M, consistently maintaining it as the best-performing region in all of Latin America — outperforming Brazil and Colombia.

My most recent results speak to the model's strength: +152% growth in new sales in Mexico and +216% in the Caribbean in 2025. Four-time SAS President's Club winner. Migration of more than 50% of the customer base to SAS Cloud, with operating cost reductions of up to 80% for our clients. And building an organization certified as one of the Best Places to Work in Mexico for over seven consecutive years.