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Diego Felipe Sánchez Hernández

@difelsan

I build operating systems that turn strategy into scalable execution—aligning teams, technology, and economics across Latin America.

Colombia

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What I'm looking for

I'm looking to lead multi-country commercial transformation, operating-model, and field-operations work where I can turn strategy into measurable growth, retention, productivity, and cash outcomes.

At Rappi, I lead operating performance across nine markets, supporting an ecosystem of 120,000 active restaurants, $21M in monthly GMV, and one million monthly orders. My work sits between strategy and execution: defining decision rights, organizational structures, performance systems, resource allocation, and management cadences that allow complex businesses to scale.

I have led major transformations across people, processes, and technology. Most recently, I deployed an AI-agent system across acquisition, onboarding, and retention in under three months, reducing monthly payroll costs by $500K while redesigning roles for 40% of the affected organization. I also led a one-month HubSpot implementation for 1,000 users, creating a shared operating backbone across previously fragmented teams.

Across Rappi, I have built operating models from zero, led organizations of more than 600 people, and redesigned systems spanning acquisition, activation, retention, monetization, and field operations. These transformations increased active stores from 90,000 to 130,000, improved partner retention from 55% to 80%, generated $3M in cash-flow improvement, and helped scale Rappi Ads to $3M in monthly recurring revenue.

Before Rappi, I advised boards and executive teams at Virtus Partners on strategy, operating-model design, and digital transformation, after leading regional supply operations at Procter & Gamble. I bring an MBA, degrees in economics and literature, and fluency in Spanish, English, and Portuguese to multi-country leadership and transformation challenges.

Experience

Work history, roles, and key accomplishments

Current

Senior Director, Sales & Revenue Operations

Current

Rappi

Mar 2026 - Present (6 months)

Own commercial operating performance for 120k active restaurants, $21M monthly GMV, and 1M monthly orders across 9 markets. Led a 1,000-user HubSpot implementation and deployed an AI agent system reducing payroll cost by $500K per month.

AI HubSpot KPI Architecture OKRs Sales Operations Revenue Operations Field Operations CRM

Director, Merchant Success

Rappi

Jan 2025 - Feb 2026 (1 year 1 month)

Owned activation, growth, and retention for 130k restaurant partners across 9 markets. Raised month-6 partner retention from 55% to 80% and grew active stores 44% year over year.

Merchant Success Retention Growth Product Roadmap Field Organization AI Recommendation Engine CRM

Director, Sales Operations & Strategy

Rappi

Oct 2023 - Dec 2024 (1 year 2 months)

Owned profitability, growth, and cash targets for a $250M GMV operation. Delivered $3M in cash-flow improvement and grew Ads net revenue by $2M quarter over quarter.

Sales Operations Strategy KPI Architecture Target Setting Business Reviews Cash Flow Advertising Channel Design

Head, Post-Sales Commercial Operations

Rappi

Nov 2021 - Sep 2023 (1 year 10 months)

Led post-sales commercial operations across 9 countries, scaling scope from $150M to $200M GMV. Built the operating model for Rappi Ads from zero, scaling to $3M monthly recurring revenue.

Post Sales Operations Account Management Operating Model KPIs Organizational Design Compensation Resource Allocation Self Service

Head, Partner Onboarding & Quality Operations

Rappi

Sep 2020 - Oct 2021 (1 year 1 month)

Built and ran onboarding and quality operations across 9 countries. More than doubled available stores from 50k to 110k in 3 months and cut onboarding time from 16 to 2 days.

Onboarding Quality Operations Vendor Management SOPs Automation CRM Performance Management

Project Manager / Digital Transformation Practice Lead

Virtus Partners

Jun 2017 - Aug 2020 (3 years 2 months)

Advised owners, boards, and C-level executives on strategy, operating-model, and digital-transformation programs. Led a turnaround program improving EBITDA from 0% to 10%.

Strategy Digital Transformation Operating Model Turnaround Management Budgeting SAP Tableau

Regional Material Supply Operations Leader

Procter & Gamble

Feb 2013 - Aug 2015 (2 years 6 months)

Governed an $800M raw- and packaging-material cost pool across 6 factories. Delivered approximately $30M in inventory reduction and reduced emergency freight in Latin America by 6%.

Supply Chain Inventory Management Supplier Management Incoterms Governance Crisis Management