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Search4Fit International
Confidential candidate profile
English
Candidate reference LX-26

A Latin America commercial leader who fixes, builds and scales technology businesses.

Over 25 years he has run regional and country businesses for global technology brands, with full ownership of sales, ecommerce, distribution, marketing and the P&L. Whatever stage the business is in, he leaves it larger, healthier and more profitable than he found it.

Based in
Miami, open to relocation
Leadership level
Regional and country Managing Director
P&L ownership
More than a decade, across four businesses
Languages
English, Spanish, Portuguese, French
Engraved-style illustration of a senior executive in a suit

His story

He started as an engineer. Early work in semiconductor research and wireless technology led to nearly a decade at a Fortune 500 telecom manufacturer, where he moved from launching products with carriers across Mexico, Colombia and Central America to leading Six Sigma quality programs and, finally, running a consumer electronics business unit.

That grounding shaped how he leads commercially. He understands the product, the supply chain and the process, not only the sale. From there he took on progressively larger general management roles with global brands in networking, PC peripherals, consumer imaging and creative technology, first as country head in Mexico and then across the full Latin American region.

Today he leads Latin America for a global technology brand from Miami. He has recently completed a Chief Digital Officer program at a top US business school, and his current focus is where the region is heading: marketplaces, official stores, omnichannel and B2B working together under one P&L.

Three ways he creates value

His record is not limited to rescues. He has fixed businesses that were losing money, built ones that did not yet exist, and accelerated ones that were already working. A hiring company can see itself in whichever of the three it needs.

Fix

Turns underperforming units into profitable, market-leading ones.

Challenge. A country business for a global PC peripherals brand was losing money and sat third in its market.

Action. Rebuilt the channel and retail strategy, won category management at major retail chains and tightened the cost base.

Result. Profitable within 18 months, leader in its core categories, and named the fastest-growing emerging-market region worldwide.

Also took a regional business from negative to double-digit contribution margin within his first three years.

Build

Stands up the channels, teams and business units a company does not yet have.

Challenge. A global brand sold in the region mostly through traditional retail and distribution.

Action. Launched official stores and marketplace operations across the top Latin American markets, alongside new B2B channels.

Result. Marketplace category share grew by more than half in the region's two largest markets.

Also built a consumer sales unit from the ground up, and moved carrier distribution in three countries to a direct, integrated supply chain.

Scale

Takes what is working and grows it faster, without loading up the channel.

Challenge. An established brand in Mexico needed wider reach, while too much stock sat in the channel.

Action. Added new retail chains, hundreds of stores and dozens of university campuses, while managing sell-through closely.

Result. Sell-through grew by more than half in three years, with channel inventory cut roughly in half.

Has more than tripled revenue twice: once over four years as country head, and once in about a year as a business unit leader.

The discipline underneath

Healthy channels

Grows sell-out, not just sell-in. He has reduced excess channel inventory in every business he has led, often by close to half.

Full P&L ownership

Has run sales, operations, marketing, administration and people as one business, with accountability for the bottom line.

Process rigor

Engineering training and Six Sigma Black Belt project leadership. Builds scorecards and repeatable processes, not heroics.

Digital and omnichannel

Runs marketplaces, official stores, retail, distribution and B2B as one system, supported by recent Chief Digital Officer training.

Career path

  1. Current, 7+ years
    Managing Director, Latin America
    Global creative technology hardware brand
  2. 3 years
    Managing Director, Mexico
    Same company, promoted to the regional role
  3. Under 1 year
    Managing Director, Retail and IT Channel
    Global consumer imaging brand, Mexico
  4. 4 years
    Country Director, Mexico
    Global PC peripherals leader
  5. 1.5 years
    Consumer Sales Director
    Global networking brand, Mexico
  6. Nearly 10 years
    Engineering to business unit leadership
    Fortune 500 telecom manufacturer: carrier launches, customer operations, Six Sigma and consumer electronics sales across Latin America
  7. Early career
    Product management and research
    Wireless solutions in Colombia and semiconductor research in France

Where he fits

  • Chief Revenue Officer, Latin America
  • VP of Sales, Latin America
  • General Manager, Latin America
  • Managing Director, Latin America
  • Chief Digital Officer
  • CEO or top officer of a leading distributor or systems integrator

He is strongest where hardware, consumer technology or omnichannel brands need one leader to own growth across Mexico, Brazil, Colombia and the rest of the region. That includes global brands entering Latin America, PE-backed companies building a regional platform, leading distributors and systems integrators that want a leader who has sat on the brand side of the table, and established players that need their ecommerce and traditional channels to work as one.

Education

  • Chief Digital Officer program, top-10 US business school, 2026
  • General Management Program, leading US business school
  • MBA, top-tier US business school
  • Master's in management of telecommunications companies, leading Latin American university
  • Engineering and semiconductor research, France

Interested in a confidential conversation?

We represent this candidate on a confidential basis. His identity, full CV and references are shared once there is mutual interest and an agreed confidentiality understanding. Please do not forward this page.

Luis Viloria
Managing Director, Search4Fit International