Open to opportunities

Juan Ignacio Goni Piuma

@juanignaciogonipiuma

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Senior commercial leader turning underperforming markets into regional benchmarks through full P&L revenue operations.

Argentina

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What I'm looking for

I’m looking for a leadership role with full P&L ownership where I can build from scratch, turn underperforming markets into benchmarks, and drive cross-functional alignment across marketing, sales, operations, and finance with measurable growth.

I’m a senior commercial leader with 14+ years building and scaling revenue operations across LATAM, with full P&L ownership and multi-country scope. I consistently turn underperforming markets into regional benchmarks through disciplined, data-driven execution.

Most recently, I built the LATAM go-to-market architecture from scratch—defining target segments, designing the prospecting playbook, and owning the full sales cycle. I also led Channels & Alliances SDR execution and secured early deals beyond the company’s home market.

Previously, I led distribution and field sales across Caribbean, Andean, and Central America, delivering strong performance improvements through distributor transitions, standardized profitability frameworks, and regional commercial strategy across 8 countries. I also owned key accounts strategy, negotiation playbooks, and portfolio growth, including record all-time high revenue in the region.

Earlier in my career, I ran a Panama turnaround as Country Manager, recovering margins from 2.2% to 16.1% in a single year and setting regional benchmarks without incremental investment. I’m entrepreneurial by nature—most energized when building from scratch—with a strong analytical profile and a product-oriented mindset that keeps marketing, sales, operations, and finance aligned.

Experience

Work history, roles, and key accomplishments

Director, Alliances & Channels

TGA Company

Jun 2025 - Feb 2026 (8 months)

Built LATAM go-to-market architecture from scratch, including target segmentation, prospecting playbook, and full end-to-end sales cycle in coordination with Growth and Product. Led the Channels & Alliances SDR team, personally closed the first 3 deals outside the home market, and advanced a $150K custom solution for Puma Energy from concept to procurement review with potential to scale across ~15

Go To Market Strategy Revenue Operations Deal Negotiation Product Solutions

Head of Distribution & Field Sales

Red Bull Latin America

Jun 2022 - Mar 2024 (1 year 9 months)

Executed end-to-end distributor partner transitions in Panama and Guatemala, including the fastest transition in the region in Panama (3 months vs. 12-month average), delivering strong first-year results versus baseline (Panama: net margin doubled, gross profit +31%, revenue +41%; Guatemala: net margin +164%, gross profit +132%, revenue +97%). Designed regional commercial strategy across 8 countri

Contract Negotiation Regional Strategy OKRs Market Assessment Revenue Growth Performance Optimization

Head of Key Accounts

Red Bull Latin America

Jul 2020 - May 2022 (1 year 10 months)

Designed and led the regional Key Accounts strategy across multiple markets by analyzing market data, defining channel priorities, and setting OKRs per market; built negotiation playbooks and led/coached key negotiations. Delivered +25% YoY revenue growth for the region, secured strategic agreements driving +43% revenue growth across the segment, and doubled PriceSmart revenue in 2 years by execut

Key Account Management Negotiation Playbooks Channel Strategy OKRs Revenue Growth Stakeholder Management

Country Manager, Panama

Red Bull Latin America

Feb 2018 - Jun 2020 (2 years 4 months)

Turned a structurally underperforming Panama market into a regional benchmark by diagnosing root causes, designing the turnaround strategy across all channels, and driving execution (+8% volume growth, +15% revenue growth, net margin recovered from 2.2% to 16.1% within one year). Led priority retailer initiatives to achieve full execution coverage without incremental investment, formalized the cou

P&L management Market Turnaround Channel Partner Management Benchmarking

Retail Territory Manager & Pricing

Axion Energy (Pan American Energy)

Jan 2013 - Jan 2017 (4 years)

Led 23 commercial rollout initiatives and coordinated the launch of 3 new locations as part of a country-wide transition, aligning franchises and internal teams for on-time execution and operational continuity, delivering +6% volume growth and +24% revenue growth in a declining market while gaining 5pp value share. Designed and implemented automated pricing and margin-calculation tools, reducing a

Pricing Analytics Margin SAP Configuration Territory Management Data Driven Decision Making

Key Accounts & Field Sales

Philip Morris International

Jan 2011 - Jan 2013 (2 years)

Managed key accounts and field execution in a highly regulated FMCG environment, building negotiation discipline, structured commercial planning, and consistent execution in customer-facing operations.

Key Account Management Negotiation Commercial Planning Regulated FMCG Sales Stakeholder Management Performance Monitoring