Juan Carlos Martínez-Soto

• As Chief Digital & AI Officer, I lead Maxikash's end-to-end digital strategy across IT, marketing, e-commerce, and artificial intelligence - building a scalable, AI-powered fintech platform that delivers instant, inclusive financial access across LATAM.
• I architected and launched the company's fully digital lending platform, enabling real-time credit approval and instant disbursement in under two minutes. This platform has powered over 50,000 digital approvals in its first year, with AI models driving personalized credit risk assessments and dynamic offers.
• My role bridges enterprise architecture, AI innovation, martech, and growth - aligning technology with business impact and customer experience at scale.

Key Achievements:

• Built and deployed an AI-powered digital lending engine, reducing time-to-credit by 80% and enabling personalized approvals based on behavioral and financial signals.
• Scaled the platform to over 50,000 approvals in year one, with 99.9% uptime and instant disbursement capability.
• Integrated AI across marketing funnels, increasing lead conversion by 3x via automated segmentation, dynamic messaging, and real-time performance feedback loops.
• Launched full-stack e-commerce and payment integrations, unlocking new revenue streams and embedding credit offers within partner ecosystems.
• Established digital governance frameworks, ensuring data security and compliance with evolving LATAM fintech regulations.
• Built and scaled a cross-functional digital & AI team, fostering a culture of experimentation, agile delivery, and continuous learning.

Scope of Leadership:

• AI Strategy & Model Development
• IT Infrastructure & Cloud Architecture
• Martech & Growth Engineering
• Digital Lending & Embedded Finance
• AI Governance & Risk Mitigation
• Omnichannel Customer Experience
• Tech & Tools: Python, AWS (SageMaker, Lambda), Adobe Experience Platform, Kubernetes, Figma, Jira, HubSpot, etc.

• Led global engineering and product teams across PayPal's Latin American operations, building scalable, customer-first platforms that supported millions of users and accelerated market growth. Played a critical role in expanding engineering capacity, establishing high-performance delivery culture, and embedding AI/ML capabilities into product and infrastructure.

• Key Achievements:
• Scaled regional engineering operations from the ground up: hired and onboarded 300+ engineers in
• Reduced time-to-productivity by 65% via a custom-built onboarding program and mentorship tracks, improving engineering velocity across teams.
• Introduced data-driven engineering KPIs that enabled real-time resource management, project forecasting, and risk mitigation at scale.
• Led delivery of high-impact customer-facing initiatives with cross-functional stakeholders, achieving a 98 NPS across key product rollouts.
• Drove adoption of machine learning and intelligent automation, supporting personalization and fraud prevention use cases in LATAM markets.
• Partnered with product, marketing, and global tech leaders to align engineering execution with PayPal's global digital strategy.

Scope of Leadership:

• Global Engineering Delivery
• AI/ML Enablement
• Platform Reliability & Scalability
• LATAM Market Tech Strategy
• Agile Transformation
• Hiring & Talent Development (300+ Engineers)
• Metrics-Driven Delivery & Performance Culture

Key Tech & Methods: Java, Python, AWS, Kubernetes, Kafka, React, Microservices, REST APIs, OKRs, JIRA, ML Pipelines, CI/CD, DevOps, Agile SAFe, DataDog, Splunk, GitHub Actions

• Appointed to lead the digital transformation of a traditionally paper-based, field-heavy financial services company into a modern, data-driven digital organization - with full executive oversight of IT, product development, and data strategy.
• Reporting directly to the board, I managed a team of 57+ engineers, developers, and data specialists. In just 12 months, I launched the company's entire suite of digital channels (mobile app, website, WhatsApp, and Facebook), leading to 75% of total sales being generated online - a critical pivot during the pandemic.

Key Achievements:

• Migrated all IT infrastructure to the cloud, enabling rapid innovation, reduced costs, and enterprise-grade scalability.
• Launched digital channels from zero to full production in under a year, including native mobile, responsive web, and conversational commerce (WhatsApp/Facebook).
• Drove 200% company growth via predictive analytics, BI dashboards, and data-driven sales strategies.
• Developed a self-service hiring app, enabling recruitment of 2,000+ sales reps during the pandemic - reducing hiring time by 80% and sustaining field operations.
• Instituted a data-first culture, embedding predictive models into decision-making across sales, operations, and HR.
• Created scalable processes, agile delivery frameworks, and centralized reporting tools to drive operational efficiency.

Scope of Leadership:

• Digital Transformation Strategy
• Cloud Migration & Infrastructure
• AI-Driven BI & Analytics
• Cross-Channel Platform Development
• Conversational Commerce (WhatsApp, Facebook)
• Agile Product Development
• IT Team Management (57+ FTEs)
• Crisis Response & Remote Enablement

Technologies & Tools: AWS, Firebase, Google Cloud, Power BI, Python, SQL, React Native, Twilio, WhatsApp Business API, Facebook Messenger API, Jira, Trello, GitHub, HRTech platforms

• Appointed to lead the full digital transformation of the NoLA region - unifying IT, e-commerce, digital marketing, social media, and business intelligence into one cohesive organization. Oversaw 12 direct reports and a total IT organization of 450+ associates across multiple countries.
• Mandate: to deliver next-gen digital sales tools, modernize legacy infrastructure, and scale omni-channel commerce - while driving measurable business outcomes.

Key Achievements:

• Consolidated 5+ siloed functions (IT, e-comm, marketing, BI, social) into a single digital transformation unit - aligning tech with commercial priorities.
• Engineered new IT architecture: replaced legacy AS400 and mainframe systems with Oracle E1 ERP, reducing technical debt and unlocking $200K+ monthly OPEX savings.
• Launched 'My Avon Store' e-commerce platform, adopted by 60% of the region's 360,000+ reps, enabling real-time visibility into sales, deliveries, production, and collections.
• Deployed a digital catalog platform that achieved 80% rep adoption, increased sales by 12% within two months, and reduced second delivery visits by 90%.
• Streamlined core systems, reducing operational delivery time by 45% and increasing platform reliability across all markets.
• Aligned digital delivery with business KPIs - improving rep engagement, retention, and regional performance.

Scope of Leadership:

• Regional Digital Transformation Strategy
• ERP Modernization & Tech Debt Reduction
• Omnichannel & Direct Sales Platform Development
• IT Operations & Vendor Management
• Digital Marketing & Rep Engagement
• Cross-Border Stakeholder Management
• BI & Sales Analytics Enablement

Key Technologies: Oracle E1 ERP, Salesforce, Power BI, WhatsApp Business API, React, AWS, legacy system decommissioning, microservices, REST APIs, integration layers, CRM integrations, app stores, social selling platforms

• Led the rapid expansion and operational launch of Amazon's fulfillment and distribution network across LATAM and key US states, driving infrastructure deployment, systems integration, and special projects to support multi-billion-dollar revenue growth.

Key Achievements:

• Coordinated the successful opening of 30+ fulfillment centers across Texas, Nevada, Arizona, California, and Washington State, overseeing critical infrastructure installations including MDF & IDF cabling, data networks, WMS deployment, and computing hardware.
• Pioneered launch of new Amazon service categories - Pantry, Fresh, Campus, Prime Now, and Prime Air - enabling entry into fresh groceries, instant delivery, and innovative last-mile logistics.
• Instrumental in Amazon's market entry and scale-up in Mexico ($239M revenue 2017) and Brazil ($300M revenue 2017), driving cross-functional collaboration between IT, operations, and business teams to meet aggressive growth targets.
• Developed and optimized regional deployment strategies that reduced time-to-market for new centers.
• Managed a diverse portfolio of IT projects, including network design, infrastructure scaling, vendor management, and compliance in multiple jurisdictions.

Scope & Leadership:

• Fulfillment & Distribution IT Infrastructure
• Network Architecture & Deployment
• Warehouse Management System (WMS) Rollouts
• Multi-State & Multi-Country Expansion
• Cross-Functional Project Leadership
• Vendor & Stakeholder Management
• Agile & Lean Process Implementation

Technologies & Tools: Cisco Networking, MPLS, WMS (Proprietary), Data Center Infrastructure, AWS Cloud Support, Agile Project Management, ITIL, Vendor Management

• As a strategic leader, I was accountable for driving infrastructure planning and installing new capacity, as well as directing the software platform implementation and centralization. Reporting to the Regional CEO and in dotted line to the Global CIO, I led a team of 12 direct reports and over 300 collaborators.

Key Achievements:

• Successfully deploying an integrated software platform across 8 countries, allowing for seamless transversal work across WMS, TMS, FMS, and ERP systems. This milestone was the first in the region.
• Reducing the time of ticket resolution from 2-3 days to an average of 1.5 hours by re-implementing the use of the Remedy system, resulting in a 300% increase in usage.
• Creating a robust and strategic web system that standardized processes and protocols, enabling electronic interaction with clients such as Apple, Draeger, and Baxter, as well as vendors like last-mile carriers. This initiative generated savings of over 6 million MXN.

• Recruited as the infrastructure lead to design, build, and deploy the core technology backbone for Bancoppel's national banking operations - including data centers, branch networks, and compliance-critical systems. Oversaw a team of 15 engineers and reported directly to the Ops & IT Director.

Key Achievements:

• Designed and launched Bancoppel's main and backup data centers, enabling secure and high-availability banking operations across the country.
• Built and deployed a nationwide MPLS network to connect 598+ branch offices, including installation of all branch infrastructure: servers, POS, routers, switches, and LAN.
• Implemented and certified transactional security protocols, directly enabling the bank to obtain its operational license from Mexico's CNBV.
• Developed the institution's first IT systems manual, aligned with regulatory and operational best practices.
• Designed and executed a full Disaster Recovery Plan (DRP) and Business Continuity Plan (BCP), ensuring business resilience across all critical systems.

Scope of Leadership:

• Core IT Infrastructure & Network Architecture
• Data Center Design (Primary & DR)
• Regulatory Compliance (CNBV)
• Branch Enablement (598 Sites in Year 1)
• Security Certification
• Team Leadership (15 FTEs)
• Operational Resilience (DRP/BCP)

Technologies & Tools: MPLS, Cisco Networking, Windows Server, Linux, Active Directory, DRP/BCP Planning, Firewalls, POS Infrastructure, Telephony, Structured Cabling, Oracle DB (if applicable)