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MillerKnollDealer Development Director Latin America
Jul. 2023 - Mar. 2025San José, Costa RicaSpearheaded the development of a comprehensive dealer performance dashboard, integrating key sales metrics and market share analysis to inform short, medium, and long-term strategic planning and accountability. Established a goal framework to drive sustained growth and optimize dealer performance.
Successfully expanded the dealer footprint by promoting the adoption of corporate tools and tailoring product strategies to tap into untapped market potential, thereby enhancing market reach and penetration. Designed and executed a short-term growth incentive strategy to support dealers in achieving better financial leverage. This included setting short-term growth goals that fostered inorganic performance growth in targeted regions and incentivized dealers to improve financial performance. Fostered robust dealer partnerships by establishing clear communication channels for strategic planning and performance development, ensuring alignment and collaboration between MillerKnoll and its dealers. Introduced a Voice of the Dealer Platform aimed at enhancing dealer retention and fostering a collaborative effort for market acquisition, ensuring that dealer feedback informs business strategy. Developed and implemented a succession planning framework as a long-term tool for dealer growth and coaching, ensuring continuity and strategic alignment within the dealer network. Created and executed a strategic dealer footprint expansion plan focused on market consolidation and acquisition, projecting a potential $18 million in sales growth and significantly enhancing market presence. Designed and implemented an efficient dealer onboarding program to streamline the integration of new dealerships, reducing their learning curve and enhancing overall operational efficiency.
MillerKnollLatin America & Caribbean Client Development Executive
Jan. 2023 - Jul. 2023• Implemented Phase 1 of the mentioned BP, towards sales growth and annuity accounts acquisition.
• Developed a Business Plan to create a new business unit: Non Office Environments for LAC. Phase 1 implementation starting FY 2024, which is based on client diversification, towards generating new revenue streams.
MillerKnollLatin America & Caribbean Concierge
Aug. 2022 - Jan. 2023• Developed a strategy towards the implementation of Knoll for legacy HermanMiller dealers and Sales team, which included: training development, procedure implementation and transitioning services from legacy Knoll users to Legacy Miller.
• Closed out terminated dealers in Mexico, Colombia & Perú, towards a smooth transition allowing for clients to understand the change process and deliver their final orders in a timely manner.
• Secured key accounts in key markets towards client retention for directs sales or new dealers, like CBRANDS who bought $1.5MM and was retained as a customer. SIG ($500K), Kiewit ($1.0MM).
Ultrapark Development GroupReal Estate Sales Representative
Feb. 2021 - Jul. 2022• Closed sales for Key Accounts like BCG (5000sqm), Eurofins (2500sqm), Service First (2500sqm), PTS Services (1500sqm & 2500 sqm), Feuji (500sqm), SIMEIO (300sqm), Freudenberg Medical (100sqm), Bluewave (100sqm)
• Developed a Customer Journey towards securing more sales and handling client retention.
• Developed and implemented a Marketing Plan with objectives towards Brand Awareness and Increase Loyalty.
KnollMexico & LATAM Sales Representative
Jan. 2021 - Jan. 2023• Recuperated sales from 2020 covid stop to 2019 sales in key markets like Mexico, Costa Rica and Argentina. • Opened 1 new dealer in Perú and analyzed feasibility on 1 dealer for Ecuador and Guatemala, the final one being signed but agreement was cancelled due to MillerKnoll merger.
• Established a key relationship with primary Mexico Dealer: IHO, which allowed to recuperate sales back to $3 MM in 2021, considering the MillerKnoll merger as a threat for dealer termination.
IndependentConsultant
Mar. 2020 - Jan. 2021San José, Costa Rica• Successfully managed and delivered 3 construction projects with client satisfaction, budget compliance and within deadline.
• Developed a Latin America Market study for Knoll Inc.
• Made a Project feasibility study for Ecuador and Peru for Knoll Inc and supported Knoll Inc LATAM Regional Director into market penetration strategy.
Paneltec S.A.General Manager
Oct. 2018 - Mar. 2020Sabana (Grupo Euromobilia)• Achieved a net revenue growth of 104%, by slashing 40% of costs, by restructuring key functions, improving overall performance and potentiating key asset profiles.
• Implemented a UX methodology based in a “Client Journey” analysis which allowed the recovery of 18 historic lost accounts and gaining a positive value perception of the company.
• Closed over $4.5m on sales, by diversifying our client portfolio with recurrent key accounts, new key accounts, flagship and regular projects; with a monthly closing average of 36 projects with a 6-sales rep team in over 2019.
• Consolidated our key account portfolio providing the company with a fixed revenue stream for 2019 and 2020.
• Acquired 12 new key accounts, by prospecting with my sales team for a broader portfolio of fixed income accounts.
• Implemented a CRM use for the detailed supervision of the sales team and KPI control (Close Rate, Prospection Rate, Prospect to Offer rate, Sales y Revenue)
• Designed and project managed our showroom remodeling of 650 sqm in $200k.
Euromobilia S.A.Regional Key Account Manager
Aug. 2016 - Oct. 2018Pavas• Achieved a 33% market share growth based on a B2B Value Strategy, focusing on key account development and flagship project approach.
• I exceeded my sales goal by 130% in Costa Rica on 2 specific accounts with wholesales of over $2 million accomplished by market research and technical advisory on the sales team and with B2B clients for a better closing rate.
• Developed a training curriculum for the sales teams in Costa Rica, Panama, Dominican Republic, Mexico and Colombia, giving the sales teams tools for prospecting and business closing.
• Attained over $2.0m resales for 2019 by successfully managing over 10 high complexity projects with budgets ranging $500k to $2.0m each, in both Costa Rica & Panama, and gaining client satisfaction as resale strategy.
• Designed and managed our Costa Rica showroom remodeling (1200 sqm and $400k budget.)
Green Building Council Costa RicaExecutive Director
Jan. 2015 - Aug. 2016San jose• Developed and executed World Bank Group – IFC’s EDGE Costa Rica 2015-2022 Business Plan Development and Kickoff
• Achieved client acquisition and portfolio enlargement with a 50% Growth.
• Established Green Loan strategy and implemented it with BAC San Jose and Promerica Banks for IFC’s EDGE Costa Rica program for new business prospection through banks.
• Implemented ISO 9001 for GBCCR’s EDGE Costa Rica Program.
• Managed and Planned 2015 and 2016 Congresses, achieving a 30% net growth in participation and clients, and a 50% for the second year. Both events range in over 500 participants, 40 international exhibitors and with participations of organisms as: IFC, World GBC, Housing Ministry, Education Ministry, Environment Ministry, Costa Rican Construction Chamber, Architects’, and Engineers’ Board.
• I started negotiations with the Housing Ministry towards a sustainable housing program based on EDGE Certification and in joint efforts with CFIA and Chamber of Construction.
• Directed GBCCR’s educational program with over 15 EDGE Auditors and 20 Consultants trained in Costa Rica and 35 trained in Mexico with GBCI.
AUTrópico S.A.President
Sep. 2011 - May. 2016San Jose• Funded a “bootstrap” startup and grew it until it became a small to medium company with 25 people on payroll and PYME certification by MEIC.
• Closed annual sales over $400k distributed in both design and construction projects.
• Managed several construction projects of budgets ranging $25k to $450k, achieving positive cashflows and net revenue for the company.
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