Senior Business Development Executive

Hi, I'm Aaron.

Vision-led. Data-backed. Outcome-driven. Where strategy meets execution.

Building markets, channels, and revenue across the Caribbean and Latin America. Currently leading energy market expansion at Generac Power Systems.

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20+ Countries
8-Fig Pipeline Built
2 Languages
17+ Years Experience
1 Successful Exit
8+ Direct Reports
Aaron Cardelino
⚡
Currently at Generac Power Systems

I'm a business development and market expansion executive operating at the intersection of strategy and execution — building pipelines, channel networks, and market positions that generate real, measurable revenue across the Caribbean and Latin America.

Read My Full Story →

Career

Experience

A decade of building, scaling, and leading across energy, industrial, and consumer markets.

Current Role
Jul 2025 – Present

Senior Business Development Manager

Generac Power Systems — Caribbean

Leading market creation and revenue growth across the Caribbean — building the channel ecosystem, managing an 8-figure sales budget, and positioning Generac as the #1 energy resilience brand in the region.

Puerto Rico Bahamas USVI BESS Market Strategy
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Previous Role

Regional Business Development Manager

Generac Power Systems — LATAM

Led commercial strategy across 20+ countries, building a robust regional dealer network and driving sustained market share growth throughout Latin America.

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Successfully Exited

Co-Founder & CEO

WASFO Laundry & Dry Cleaning Services

Founded and scaled a distressed laundromat into a technology-enabled, multi-site business. Grew it 10x, led a 30+ person team, and successfully sold the company in a six-figure exit.

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Previous Role

International Brand Manager

Rubi Tools

Drove brand growth across North America and LATAM through strategic partnerships, region-specific product launches, and market localization initiatives.

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2009 – 2012

Brand & Product Manager

Soncras Electronics · Fort Lauderdale, FL

Directed strategic product development and market entry for innovative consumer electronics. Led integrated marketing campaigns and coordinated cross-functional teams across multiple countries to deliver on time and on budget.

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Core Competencies

Expertise

📈

Business Expansion & Revenue Growth

Proven track record of identifying untapped market opportunities and transforming them into sustainable revenue streams.

🌎

Caribbean & Emerging Market Expansion

Deep, on-the-ground expertise in Caribbean market dynamics, regulatory environments, and channel development across island markets.

🤝

Channel Development & Ecosystem Control

Expert at building and managing multi-tier distribution networks — distributors, dealers, engineers, utilities, and retail channels.

⚙️

Strategic Planning & Execution

Combines long-term vision with day-to-day execution. Skilled at developing strategic roadmaps, setting KPIs, and aligning cross-functional teams.

🔄

Turnaround Leadership

Expert in reviving underperforming operations by diagnosing root issues, restructuring teams, and implementing process improvements.

💡

Technology-Enabled Growth

Leverages modern tools — CRMs, automation platforms, AI, and data analytics — to scale operations and make smarter decisions faster.

Strategic Work

What I'm Building

These are not job descriptions. These are the strategic initiatives I designed, own, and am executing right now — each one a deliberate bet on where the Caribbean energy market is going.

See All Initiatives →
01
Caribbean Market Domination Playbook

Multi-phase strategy for establishing market dominance across 60Hz Caribbean islands.

02
Puerto Rico Compliance & Market Control

DACO compliance framework turned into a competitive moat and barrier to entry.

03
Technician Network Expansion Program

Driving a 5x growth initiative in the certified technician pool to build unmatched service infrastructure across the Caribbean.

04
BESS Flagship Deployment — Puerto Rico

Leading the shift from generator company to next-generation energy solutions provider.

Thought Leadership

Latest Writing

Business Development

How I Built an 8-Figure Pipeline in the Caribbean Energy Market in Under a Year

The strategy, the gaps I fixed, and what I would do differently starting from scratch.

Read Article → Market Strategy

Why After-Sales Service Is the Real Competitive Moat in Emerging Markets

Most companies talk about their product. The winners build what happens after the sale.

Read Article → Entrepreneurship

What Selling a Business Taught Me About Building One

The WASFO exit validated the model — and taught me more than any MBA ever could.

Read Article →
View All Articles →

Looking to expand in the Caribbean or Latin America?

Whether you're a business partner, distributor, or company looking to leverage deep regional expertise — or a recruiter searching for a proven market builder — I'd like to connect.

Let's Connect