Carlos Fernandez Hernandez

AI SaaS – Pricing, Promotions & Commercial Optimization

Responsibilities

• Lead LATAM commercial strategy for an AI-based pricing and promotions optimization platform serving CPG and Manufacturing organizations.
• Built regional go-to-market model, sales structure and pipeline generation from the ground up.
• Manage complex enterprise sales cycles across Mexico, Brazil, Colombia and Andean region.
• Work closely with C-level executives in commercial, supply chain, finance and IT.
• Develop strategic relationships with major CPG and Retail groups.
• Drive direct and partner-led opportunities across the region.

Achievements

• Expanded enterprise client base 4X in under two years and opened 5+ new strategic accounts in less than 12 months.
• Generated over $6M in revenue in current FY, positioning Kuona as a key AI commercial optimization partner in LATAM.
• Designed and implemented the full regional GTM and sales playbook while remaining quota-carrying.

Enterprise SaaS – CRM & Digital Transformation

Responsibilities

• Managed strategic enterprise accounts in Manufacturing and CPG with multi-cloud transformation programs.
• Led complex, multi-stakeholder sales cycles with C-level stakeholders.
• Drove joint execution with system integrators and technology partners.

Achievements

• Grew enterprise revenue to $1.5M during tenure.
• Strengthened Salesforce’s presence in top-tier Manufacturing and CPG accounts in Mexico.
• Built long-term alliances with integrators, improving deal success and renewals.

AI Conversational Commerce Platform

Responsibilities

• Drove enterprise sales across Mexico, Brazil and Central America.
• Managed complex integrations with legacy systems and customized implementations.
• Aligned sales and technical delivery teams.

Achievements

• Expanded Coca-Cola FEMSA operations into Brazil and Guatemala.
• Closed $800K ARR in first year through tailored CPG digital commerce solutions (including Grupo Bimbo).
• Positioned Yalo as a strategic transformation partner, not just a messaging vendor.

SaaS provider of Product Lifecycle Management (PLM) and digital product development solutions for retail, consumer goods and manufacturing companies.

Responsibilities

Advised the LATAM commercial expansion of a global SaaS platform focused on digital transformation for manufacturing and product organizations. Partnered directly with regional leadership to structure go-to-market strategy, accelerate multi-country presence and support complex enterprise sales cycles.

Achievements

• Supported expansion across Argentina, Colombia, Chile, Mexico and Peru.
• Positioned Centric as a strategic digital transformation partner in product development across the region.

Global organizational consulting and technology firm that combines data, analytics and SaaS platforms to help organizations optimize performance, structure and talent strategies.

Responsibilities

• Lead a team of 30- person team, P&L and sales strategy for SaaS-based talent and compensation platforms.
• Develop bundled solutions combining technology with consulting services.
• Identify and open new market segments within mid-market and enterprise.

Achievements:

• Grew revenues from $1.3M to $2.5M over four years with 32%+ margins.
• Introduced bundled offerings, increasing cross-sell penetration.
• Built scalable sales operations and expanded customer base across Mexico.

Global leader in enterprise software and cloud solutions for manufacturing, supply chain, finance and operations.

Responsibilities

• Manage direct and channel sales for SaaS and on-premise solutions across LATAM.
• Drove expansion into new territories through partner ecosystems while managing complex multi-country sales motions with large manufacturing and operations-driven organizations.
• Strengthened Oracle’s footprint in strategic manufacturing accounts and built long-term C-level relationships across the region.

Main Achievements:

• Generated $1.1M in net-new revenue in FY15.
• Strengthened Oracle’s partner ecosystem, opening new regional territories.

Global provider of enterprise ERP and supply chain software for manufacturing, distribution and industry-specific operations.

Responsibilities

• Lead a 15-person regional team to generate SaaS pipeline and demand.
• Coordinate marketing programs and client-targeted campaigns.

Achievements

• $16M in FY13 and $20M in FY14
• Built a partner enablement framework adopted across Spanish-speaking LATAM.
• Accelerated SaaS adoption in traditionally on-premise markets.

Global ERP provider specializing in manufacturing, distribution and supply chain solutions for mid-market and enterprise organizations.

Responsibilities

• Manage 20+ consulting partners across six countries.
• Drive indirect sales and enable partners to customize ERP deployments.
• Oversee business development, enablement, and joint go-to-market execution.
• ERP software provider serving mid-market and enterprise clients worldwide.

Achievements

• Ranked #1 Worldwide in FY11 for revenue contribution.
• Grew channel sales to $4.8M in FY12
• Strengthened regional reseller ecosystem and training programs.

Responsibilities

• Generate new business opportunities across the region through direct and partner channels.

Achievements:

• Ranked #1 Worldwide in FY10 for new business generation.
• Consistently exceeded annual quota and pipeline targets.