Previous Role · Latin America & Caribbean
Rubi Tools — Latin America & Caribbean
As International Sales Manager for Latin America & the Caribbean at Rubi Tools, I was responsible for driving sales growth and market penetration across one of the most diverse and demanding construction markets in the Western Hemisphere. Rubi is a Spanish precision tool brand with global reach — and my mandate was to build its commercial presence from Chile through Central America, the Caribbean, and into North America.
This role required deep market knowledge, the ability to build trust with professional installers and contractors, and the execution discipline to run multi-country commercial programs simultaneously. I organized industry training events, managed distributor relationships, and positioned Rubi as the premium choice for tile cutting and installation professionals across the region.
One of the signature initiatives I led was the Rally Rubí, an annual professional training event held in Panama in partnership with ELMEC. The program brought together engineers, architects, tile installers, and contractors to learn cutting-edge techniques using Rubi machinery and complementary products from international brands such as Mapei.
In 2013, the Rally Rubí attracted over 50 industry professionals and featured two international experts: architect Francisco Moreno from Spain (Rubi's home market) and engineer Pedro Graniela Siré from Cuba (Mapei). The event demonstrated new ceramic cutting techniques for thick tiles and diamond drill bits — innovations that helped contractors command higher rates and deliver superior finishes to clients.
"Estas capacitaciones dan valor al trabajo que desempeñamos porque nos permite perfeccionar nuestra técnica, brindar finos acabados a los clientes y recibir mejores pagos."
— Rally Rubí participant, El Siglo Panama (2013)During my tenure, Rubi Tools was selected as a supplier for the Panama Canal Expansion Project — one of the most significant infrastructure undertakings in modern history. Being associated with a project of this scale was a testament to the quality and reliability of Rubi's product line and the strength of the regional distribution network I helped build.
Across the North and Central American territory, I developed and managed strategic partnerships with distributors and dealers, executed region-specific product launches tailored to local construction market dynamics, and led market localization initiatives to adapt Rubi's global brand strategy to the needs of professional installers in Panama, Costa Rica, Guatemala, Honduras, and beyond. The result was a measurable increase in brand visibility and sales performance across both regions.