Francisco Hermosilla
@franciscohermosilla
Head of Product scaling B2B digital ecosystems with data-driven, P&L-impact leadership.
ParaguayWhat I'm looking for
I’m a Head of Product with 10+ years scaling B2B/DTC digital ecosystems across LATAM, combining Computer Science with a Master of Learning Sciences & Technology. I lead end-to-end BEES products (Customer, Force, Care, Grow) and the Martech stack, driving user-centric design and agile roadmapping with measurable business outcomes.
At AB InBev’s BU Andina, I own OKRs and P&L alignment for 500k+ users, launching campaign tools that enabled personalized experiences for brands like Pilsen, Corona, Stella Artois, and Budweiser. I also scaled Martech integrations using A/B testing and analytics (Mixpanel/Amplitude) to optimize customer journeys. Previously, I pioneered BEES Customer in Paraguay and Bolivia, delivering +75% digital net revenue and +55% digital net revenue (+80,000 active customers) through targeted UX iterations and conversion lifts (+25%).
Experience
Work history, roles, and key accomplishments
Led product strategy and roadmap for the B2B BEES ecosystem (Customer, Force, Care, Grow) plus Martech across 3 countries, owning OKRs and P&L alignment for 500k+ users. Launched digital campaign tools for flagship brands, enabling personalized experiences and revenue growth through data platforms.
Oversaw B2B BEES tech portfolio expansion, including indirect network rollout in Bolivia, and coordinated adoption with commercial teams. Rolled out BEES Force in Paraguay/Bolivia, empowering 300+ sellers with real-time tracking and performance dashboards.
Directed the migration of the B2C TaDa delivery platform into the BEES ecosystem, consolidating the tech stack and reducing operational silos. Launched B2B BEES Customer in Bolivia, achieving +55% digital net revenue and +80,000 active customers in Year 1, and increased conversion rates by 25% via A/B testing.
Pioneered the B2B BEES Customer launch in Paraguay, hitting +75% digital net revenue and +25,000 app users in the first year. Implemented the 1P Marketplace model, expanding to +10 official distributors, growing users to +35,000, and increasing digital revenue to +85%.
Education
Degrees, certifications, and relevant coursework
University of Sydney
Master of Learning Sciences & Technology, Learning Sciences & Technology
Grade: GPA 87.6% (High Distinction)
Completed a Master of Learning Sciences & Technology at the University of Sydney in 2019, earning a GPA of 87.6% (High Distinction).
National University of Asunción
Bachelor of Science, Computer Science (Systems Analysis)
Completed a B.S. in Computer Science with a focus on Systems Analysis at the National University of Asunción in 2013.
Availability
Location
ParaguayAuthorized to work in
Job categories
Skills
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