Who is Aaron Cardelino?

Aaron Cardelino is a business development director and commercial operator with 17+ years of experience building markets, distribution networks, and revenue infrastructure across the Caribbean and Latin America. He currently serves as Senior Business Development Manager at Generac Power Systems, covering 20+ countries in the region. He is also a Babson College graduate and Goldman Sachs 10,000 Small Businesses alumnus.

What does Aaron Cardelino specialize in?

Aaron Cardelino specializes in Caribbean and Latin American market entry, channel development, multi-tier distribution network management, energy and power systems sector business development, and interim commercial leadership for companies expanding in emerging markets.

Is Aaron Cardelino available for advisory or consulting work?

Yes. Aaron Cardelino offers advisory and consulting services including market entry advisory, channel development consulting, and interim commercial leadership for companies entering or expanding in Caribbean and Latin American markets. He works with a small number of clients at any given time. Details are available at aaronresume.com/advisory.html.

Is Aaron Cardelino open to board positions?

Yes. Aaron Cardelino is actively exploring board and advisory roles with companies that have Caribbean, Latin American, or energy sector exposure. He brings 17+ years of operational experience in the region, P&L ownership as a founder and CEO, and active relationships across 20+ countries. His board profile is available at aaronresume.com/board-profile.html.

What companies has Aaron Cardelino worked for?

Aaron Cardelino has worked for Generac Power Systems (current, Senior Business Development Manager — Caribbean and Latin America), Rubi Tools (Latin America Sales Representative), and previously founded and led WASFO Laundry & Dry Cleaning Services, which he grew 10x and successfully exited. He also worked at Soncras Electronics earlier in his career.

What markets does Aaron Cardelino cover?

Aaron Cardelino has active experience across 20+ countries in the Caribbean and Latin America, including Puerto Rico, Dominican Republic, Jamaica, Trinidad and Tobago, Barbados, the US Virgin Islands, the Bahamas, Guyana, Suriname, Belize, and multiple Central and South American markets.

Hi, I'm Aaron.

Vision-led. Data-backed. Outcome-driven. I don't look for the door — I look for the window.

17+ years building markets, channels, and revenue across 20+ countries in the Caribbean and Latin America. Currently leading energy market expansion at Generac Power Systems across the Caribbean and Latin America.

View My Work Advisory & Consulting

20+ Countries

8-Fig Pipeline Built

17+ Years Experience

10+ Direct Reports

EN / ES Native Fluency

4 Industries

⚡

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. I don't accept "no" as a final answer. I accept it as the beginning of a different conversation.

Read My Full Story →

Operating Principles

How I Operate

The feedback I've received consistently, across every company and every market.

I find the solution.

Every market has obstacles. Regulations, logistics, relationships that don't exist yet. I don't report the obstacle — I come back with a path around it. In 17+ years across 20+ countries, I have never left a problem on the table.

I don't take no for an answer.

"No" in emerging markets usually means "not yet" or "not like that." I treat it as information, not a verdict. The distributor who said no in Q1 is often the partner who signs in Q3 — because I stayed in the conversation and found a different angle.

I look at problems from a different angle.

When a market doesn't respond to the standard playbook, I rebuild the playbook. I've entered markets where no infrastructure existed, built the channel from scratch, and turned regulatory complexity into a competitive moat that competitors couldn't replicate.

I am outcome-driven, not activity-driven.

I measure myself by revenue generated, markets opened, and channels built — not by calls made or decks presented. Every action I take is connected to a specific commercial outcome. That's the owner's mentality I built running my own company, and it never left.

Engagement

Who I Work With

Three types of conversations I'm always open to.

Companies Entering the Caribbean & LAC

You have a product or service ready for the region. You need someone who has already built the channels, knows the distributors, and understands the regulatory and cultural dynamics that determine whether a market entry succeeds or stalls.

Advisory Services →

Private Equity & Portfolio Companies

You have a portfolio company with Caribbean or LAC exposure that needs commercial leadership, a market entry strategy, or a distribution network rebuilt. I bring a proven playbook, existing relationships, and the ability to hit the ground running.

View Engagement Models →

Boards & Governance Committees

You are building or refreshing a board and need someone with deep operational experience in energy, distribution, and emerging markets. I bring 17+ years of on-the-ground LAC expertise, P&L ownership, and a founder's perspective that complements traditional board profiles.

Board Profile →

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

View Full Experience →

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.

View Full Experience →

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.

View Full Experience →

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.

View Full Experience →

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.

View Full Experience →

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 →

Caribbean Market Domination Playbook

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

Puerto Rico Compliance & Market Control

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

Technician Network Expansion Program

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

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 →

Ready to build something in the Caribbean or Latin America?

Whether you're a company entering a new market, a PE firm evaluating a portfolio opportunity, a board looking for operational depth in emerging markets, or an executive search firm working on a senior commercial role — I'd like to connect.

Let's Connect Advisory Services