Germans Boada / Rubi Tools

At Rubi Tools, a leading Spain-based manufacturer of professional construction tools, I was tasked with driving brand expansion and market penetration across Latin America and the Caribbean. Based in Miami, I acted as the primary commercial and strategic bridge between the European headquarters and regional stakeholders — overseeing brand development, distribution strategy, and market-specific product launches. 

Developed and executed regional strategies that significantly increased brand visibility and sales performance throughout Latin America and the Caribbean. Customized campaigns and channel strategies to address the specific needs of each market. 

Acted as the central point of coordination between Rubi’s headquarters in Barcelona and regional distributors, aligning product availability, marketing initiatives, and customer feedback with corporate objectives. Successfully navigated time zone, language, and operational differences to ensure smooth execution. 

Identified, onboarded, and supported distributors across the Americas, ensuring alignment with brand standards and long-term growth objectives. Delivered training, sales tools, and marketing support to improve local execution.
 

Conducted in-depth market research and collaborated with cross-functional teams to localize products, pricing, and messaging. Delivered tailored go-to-market plans that resonated with local buyer behavior and competitive landscapes.

Maintained a high travel cadence across the region to strengthen distributor relationships, attend trade shows, and execute in-person product demonstrations. These efforts drove deeper customer engagement and strengthened brand loyalty.

Operated as a cultural and operational translator between a European HQ and Latin American markets, ensuring strategic alignment and tactical success. 

Deep understanding of LATAM buyer behavior, market dynamics, and channel strategies. 

Built and empowered local distribution partners to succeed in competitive environments. 

Skilled in managing projects across multiple time zones, languages, and stakeholder groups. 

Balanced high-level strategic planning with direct, on-the-ground sales and marketing activation.