Open to opportunities

Guillermo de Leon

@guillermodeleon

Commercial Growth & Revenue Leader helping LATAM companies scale CRM, e-commerce, sales operations and commercial transformation.

Guatemala

Message

What I'm looking for

I am targeting Head of Growth, Commercial Director, Revenue/Growth Lead or Commercial Transformation roles where I can own growth strategy, CRM/BI discipline, e-commerce and sales operations for measurable LATAM revenue growth.

Commercial Growth & Revenue Leader focused on CRM, e-commerce, sales operations and commercial transformation across LATAM.

I help companies turn marketing investment, sales operations and data into measurable revenue systems. My background spans automotive, motorcycles, retail, B2B services and digital commerce, combining strategy, execution and performance measurement.

Selected impact:

- +900% lead generation in 3 months and +2,000 raw leads in one quarter for Yamaha Guatemala by building digital channels, Meta Ads, Google, WhatsApp, CRM and commercial protocols for Canella's automotive area.

- +260% digital sales growth by recovering Repuestos Total's digital channel from Q28,000 to Q100,000 monthly in one month.

- At Repuestos Total, 4 reels above 1M views each in 3 weeks to activate a motorcycle accessories boutique; the videos were connected to WhatsApp, Messenger, DMs, CRM, dashboards and UTMs to generate leads, boutique traffic, quotes, sales and lower CPL.

- At ATV, as Regional Manager, 20% reduction in operating and sales costs, equivalent to Q130,000 in annual savings, by eliminating a US$1,400 monthly rent, moving to home office, renegotiating the Odoo partnership, prioritizing liabilities and redesigning processes without reducing staff.

- Stalled revenue recovery at ATV through forensic account analysis, usage evidence and senior stakeholder negotiation; in the same session, consultative data warehouse sale for US$50,000.

Focus areas: revenue growth, commercial strategy, CRM, e-commerce, sales operations, lead management, business intelligence, performance marketing, media planning and AI for commercial operations.

Digital identity: my full name may also appear as Sergio Guillermo de León Letona. Professionally, I centralize my presence as Guillermo de León Letona; some searches also find me as Sergio de León, Guille de León or Guille Letona.

Experience

Work history, roles, and key accomplishments

Current

Regional Manager

Current

A Toda Velocidad

Oct 2022 - Present (3 years 8 months)

Provide strategic commercial and marketing leadership, optimize financial performance and team operations, and develop AI-driven digital strategies for predictive analysis.

Digital Strategy Commercial Leadership Team Management Predictive Analytics Marketing Automation

Regional Marketing Manager

Repuestos Total

May 2021 - Oct 2022 (1 year 5 months)

Doubled digital sales in the first month and sustained growth for six months by creating viral content and implementing AI-driven sales and marketing automation, making digital the most profitable channel.

Sales Growth Automation)Content Marketing Social Media CRM Performance Marketing Analytics Automation

Marketing Manager

RS & De León Productos Europeos

Oct 2018 - Apr 2021 (2 years 6 months)

Led commercial and marketing strategy for consumer products in Guatemala, managing international supplier relationships, go-to-market execution, channel coordination and client development.

Strategic Partnerships Supplier Management Campaign Management

Automotive Marketing Manager

Canella S.A.

Dec 2016 - May 2018 (1 year 5 months)

Established the Marketing Department for automotive brands, implemented digital strategies and CRM systems, and transformed brand identity and communications.

Marketing Operations CRM Marketing Transformation Digital Strategy Automotive Marketing Communication Strategy Department Setup

Digital Marketing Coordinator

Cofiño Stahl

Jun 2015 - Sep 2016 (1 year 3 months)

Created the digital department for group brands, launched campaigns achieving over a million views, and developed AI-driven automation tools to optimize customer conversion.

Digital Department Creation Campaign Management Automation)Google Analytics Social Media Automation

Marketing Manager - Motorcycles

Suzuki

Feb 2013 - Dec 2013 (10 months)

Led marketing and sales strategies for Suzuki motorcycles and marine engines, developed multi-channel activations, and maintained strong relationships with trade agents.

Channel Marketing Trade Relations Sales Strategy

Education

Degrees, certifications, and relevant coursework

Universidad ENEB

Master's in Innovation & Entrepreneurship, Innovation & Entrepreneurship

2024 -

Postgraduate training in innovation methodologies and entrepreneurial strategies emphasizing sustainable and scalable business models in digital environments.

Universidad ENEB

Master's in Big Data Marketing & Business Intelligence, Big Data Marketing & Business Intelligence

2024 -

Postgraduate studies focused on analyzing large data volumes to optimize marketing strategies and business decision-making using advanced business intelligence and machine learning tools.

EUDE Business School

Master's in Human Resources Management, Human Resources Management

2017 - 2019

Specialized studies in human talent management, organizational leadership, and corporate culture optimization to enhance team efficiency and productivity.

Universidad Valparaíso de Chile

MBA (Specialization in Finance), Finance

2011 - 2012

Graduate business management program with a specialization in finance, covering financial management, investment optimization, and economic analysis for strategic decisions.

EUDE Business School

Master's in Digital Marketing, Digital Marketing

2017 - 2019

Developed digital marketing strategies, e-commerce solutions, and commercial process automation with a data-driven approach using advanced analytics tools.