Open to opportunities

Guillermo Alberto Rodriguez Rueda

@willdoes

LATAM strategy & transformation leader, 20+ yrs. Rebuilt adidas (8 markets, $40M), Grupo Éxito, Omnicom. Remote from Bogotá.

Colombia

Message

What I'm looking for

I’m looking for a role where regional growth is stuck or misaligned—so I can diagnose the real blockers, rebuild the operating logic, align multi-stakeholder teams, and drive measurable outcomes through digital, behavioural, and cultural transformation.

I help companies restore growth and unlock new markets when execution has broken down—especially when regional structures are fragmented, strategic priorities conflict, or growth has stalled. I diagnose what is actually blocking performance (misalignment, structural friction, unclear direction) and rebuild the operating logic so teams can execute again. My background spans integrated agency leadership, multi-market brand strategy, and digital transformation across LATAM.

At EssenceMediacom, I rebuilt fragmented operating models across 8 LATAM markets, translating global priorities into locally executable frameworks and performance systems. I delivered +30% e-commerce growth during COVID, led regional restructuring that improved delivery efficiency by ~30%, and achieved a 125% performance uplift during key commercial events. Earlier at Ariadna Communications Group, I built strategic capacity, launched and scaled digital transformation across multiple brands (including founding Grupo Éxito’s digital newsroom), secured major accounts with a 60% win rate, and helped drive standout social performance in Colombia.

Now as an independent founder and strategic advisor, I continue building growth systems at the intersection of strategy, behavioural change, and human performance—while writing “OoO 4 ever,” my biweekly newsletter on mental health in marketing with 31% open rate. I bring commercial rigour together with behavioural and cultural depth, because that’s what makes regional transformation stick.

Experience

Work history, roles, and key accomplishments

Current

Founder & Strategic Advisor

Current

Independent Practice

Jan 2023 - Present (3 years 5 months)

Founded Jooga, leading brand strategy, positioning, GTM, and early growth execution, and advised a private psychological practice on marketing and growth. Launched OoO 4 ever, a biweekly newsletter on mental health in marketing (346 subscribers, 31% open rate), applying clarity and behavioral/psychological frameworks to sustained action.

Strategic Advisory GTM Strategy Brand Strategy Human Performance Newsletter Growth Audience Engagement Marketing Strategy Psychological Practice Marketing

Account Director, LATAM

Mediacom

Jan 2019 - Jan 2022 (3 years)

Served as the senior alignment point between global brand leadership and local execution across 8 LATAM markets during COVID disruption and digital acceleration. Rebuilt the regional operating model, translating global priorities into locally executable playbooks, and delivered +30% e-commerce growth, ~30% improved delivery efficiency, and 125% performance uplift in key events.

Operating Model Improvement E Commerce Growth Systems Executive Advisory

Regional Head of Strategy

Ariadna Communications Group

Jan 2016 - Jan 2019 (3 years)

Built and stabilized regional strategic capacity across 10 markets, assembling a ~50-person multidisciplinary team and establishing digital transformation strategy for 24 brands. Founded Grupo Éxito’s digital newsroom, led digital transformation for 23 retail/CPG brands, and drove regional pitch strategy with a 60% win rate (five accounts, ~US$1.5M combined turnover).

Regional Strategy Digital Transformation Digital Newsroom Operating Models Team Building GTM Strategy Customer Service Performance

Digital Innovation Director

Omnicom Media Group

Jan 2007 - Jan 2011 (4 years)

Rebuilt a nascent digital unit into a functioning, scalable operation for Omnicom Media Group’s LATAM footprint. Defined regional digital strategy, tools, and processes from the ground up and positioned the unit as a credible, innovative digital offer within the wider Omnicom network.

Digital Strategy Digital Operations Regional Capability Building Cross Network Positioning