My Story
I'm a business development and market expansion executive with a track record of building things that last — markets, channels, teams, and businesses that generate real, sustainable revenue.
Over the past 17+ years, I've operated across energy, industrial services, consumer businesses, and international markets — always at the intersection of strategy and execution. I don't build presentations. I build pipelines, channel networks, and market positions that generate real revenue.
Most recently, I founded and scaled WASFO Laundry & Dry Cleaning Services from a distressed single-location operation into a technology-enabled, multi-site business serving thousands of residential customers and dozens of commercial accounts. After growing it 10x from its original state and building a 30+ person team, I successfully sold the company in a six-figure exit — a chapter I am proud of and that fundamentally shaped how I think about building businesses.
Today, I'm back where I do my best work: building markets in the Caribbean and Latin America for Generac Power Systems, now as Senior Business Development Manager. I’m responsible for market creation, channel development, and full ecosystem execution across the Caribbean and Latin America — positioning Generac not just as a generator company, but as the leading energy resilience brand in the region.
I'm fluent in English and Spanish, deeply familiar with Caribbean market dynamics, and I operate with an owner's mentality: focused on closing gaps, not just identifying them.
"I don't just enter markets — I build them. The difference is the ecosystem: the channel infrastructure, the service network, the compliance framework, the pricing architecture — all the pieces that need to be in place for an opportunity to become a sustainable business."
How I Work
I operate with an owner's mentality — not because I'm always the owner, but because I've been the owner, and that experience changes how you see every problem and every opportunity. When I look at a market, I see the full ecosystem: the distribution channels, the service infrastructure, the regulatory environment, the competitive dynamics, the customer relationships. I build all of it, not just the part that shows up in a sales report.
I am fluent in both English and Spanish, and I have spent years building deep relationships across the Caribbean and Latin America — markets where trust travels faster than marketing and reputation is everything. The relationships I have built in this region are not transactional. They are built on consistency, follow-through, and genuine investment in the success of the people I work with.
What I'm Looking For
If you're a business partner, distributor, or company looking to expand in the Caribbean or Latin American markets — or if you're looking for someone who has done it at scale — I'd like to connect. I'm particularly interested in conversations with:
- Distributors and dealers in the Caribbean energy and industrial markets
- Companies looking to enter or expand in Caribbean markets
- Organizations seeking a proven market builder with deep regional expertise
- Executive search firms and recruiters working on senior commercial roles