Current Role · July 2025 – Present
Generac Power Systems
Infrastructure pipeline built across Caribbean markets
Major industrial generator opportunity secured
Certified technician pool growth initiative underway
Markets activated: Puerto Rico, Bahamas, USVI & Venezuela
"Markets are not found — they are built. I came back to Generac to do exactly that: design the ecosystem, activate the channels, and position the brand so that when the Caribbean thinks energy resilience, they think Generac first."
After a successful entrepreneurial chapter, I returned to Generac Power Systems in a senior capacity to lead market creation and revenue growth across the Caribbean and Latin America. My mandate is to build — not inherit — a high-performing regional business: activating the right channels, developing the right partners, and positioning Generac as the undisputed leader in energy resilience across the markets I serve.
I operate at the intersection of strategy, sales, operations, compliance, and market expansion — building the ecosystem that makes sustainable revenue growth possible.
I designed and executed a Caribbean market entry and domination strategy targeting high-value 60Hz islands based on infrastructure demand and outage exposure. My mandate extends beyond selling equipment — I am positioning Generac as a full energy solutions provider across generators, battery energy storage systems (BESS), microgrids, and clean energy integration.
I built and strengthened relationships with key distributors, dealers, engineers, utilities, and retail channels across the region. My channel ecosystem spans:
I re-engaged strategic partners who had gone dormant and opened new channels across multiple islands — rebuilding the distribution infrastructure from the ground up.
I secured and advanced a multi-million-dollar pipeline across Caribbean markets, including a $1M+ industrial generator opportunity and multiple infrastructure bids across Puerto Rico's public sector. My pricing strategies improve competitiveness, protect margins across distribution layers, and enable volume growth through bulk purchasing — balancing short-term deal velocity with long-term margin health.
I implemented a structured approach to pipeline management, quoting, deal structuring, inventory strategy, and dealer enablement. Where others see friction, I see leverage. My approach is to diagnose the root cause of what is limiting revenue, design the solution, and execute — turning operational complexity into a competitive advantage rather than an excuse.
I defined after-sales service as the primary competitive differentiator in the Caribbean market. In a region where grid instability is a daily reality and equipment failure has real consequences, the company with the best service infrastructure wins — not just the one with the best product.
I built a strategy to expand the certified technician network, increase parts availability, and reduce response time across the region. I launched a key initiative to grow the certified technician pool 5x — building a service infrastructure that competitors cannot easily replicate.
I led the development of Generac's DACO compliance strategy for Puerto Rico under Law 107-2019, ensuring full alignment across warranty compliance, service obligations, and dealer certification. I positioned compliance not as a regulatory burden but as a strategic barrier to entry — a moat that protects Generac's market position while raising the bar for every competitor in the market.
I am leading Generac's push into battery energy storage systems and microgrid solutions in Puerto Rico — a market uniquely positioned for clean energy adoption due to grid instability and high outage exposure. The goal is to position Generac as a next-generation energy company, not just a generator manufacturer.