Previous Role
Generac Power Systems — Latin America
Countries managed across Latin America
Tier dealer network built and managed
Full regional commercial strategy ownership
Languages: English & Spanish
In this role, I led commercial strategy across more than 20 countries throughout Latin America, building a robust regional dealer network and driving sustained market share growth for Generac's Magnum brand — a leading line of mobile power, lighting, and pumping equipment. This was the role that gave me deep expertise in the dynamics, culture, and business environment of the region — expertise I now apply at a senior level in the Caribbean.
Chile became one of Generac's three highest-revenue markets in Latin America under my management. The country's mining and construction sectors were natural fits for Magnum's product line, and I worked closely with SIMMA — a strategic partner of several years — to deepen market penetration and expand the product portfolio in the country.
In 2015, I visited SIMMA's operations in Chile for the first time since taking the regional role, presenting new product innovations including solar-powered lighting towers with light sensors that automatically activate based on ambient sunlight — a product line aligned with Chile's growing focus on renewable energy and sustainable mining practices.
"SIMMA es nuestro socio estratégico hace varios años y a nivel latinoamericano Chile es uno de nuestros tres primeros clientes en facturación."
— Aaron Cardelino, ElectroIndustria Chile (2015)A key initiative during this period was the introduction of Magnum's solar-powered lighting towers — units equipped with photovoltaic panels and automatic light sensors that activate based on available sunlight. This product line aligned with the growing trend toward renewable energy in Latin America's mining and construction sectors, and represented a significant differentiator for Generac in the region.
Across 20+ countries, I led commercial strategy and go-to-market execution, built and managed a multi-tier regional dealer and distributor network, managed key accounts, and aligned cross-functional teams across borders. The mining and construction sectors were the primary channels, with growth projections of 5–8% annually in key markets like Chile.
This position was the foundation of my regional expertise. Operating across 20+ countries required deep cultural fluency, the ability to adapt strategy to vastly different market conditions, and the discipline to manage complex, multi-stakeholder relationships across time zones and languages. The skills I built here — channel development, key account management, cross-border go-to-market execution — are the same skills I apply today in the Caribbean, now at a senior level with a more focused market mandate.