Jose Cervantes
Mexico,Mexico
Summary
Strategic LATAM executive with 20+ years of experience accelerating business growth in the medical device sector. Proven track record in launching disruptive technologies, leading cross-functional teams, and optimizing sales operations across Mexico, Central America, the Caribbean, and the Andean region. Expert in building distributor networks, managing P&L, securing multimillion-dollar government contracts, and aligning global objectives with regional execution. Skilled in regulatory strategy, CRM deployment, and product adoption programs. Recognized for driving clinical education, fostering high-impact partnerships, and delivering measurable growth.
Experienced with delivering strategic consulting services to enhance client business operations. Utilizes in-depth industry knowledge and analytical skills to identify and implement effective solutions. Track record of building strong client relationships and driving measurable results.
Overview
16
16
years of professional experience
Work History
Vice President, LATAM (External Consultant)
EndoSound
01.2025 - Current
- Leading EndoSound’s market entry across Latin America and Carribbean. Drove 80% distributor coverage in under 120 days. Built regional training centers and clinical support hubs to accelerate adoption. Developed KOL network to champion EUS technology adoption. Directed regulatory processes to ensure timely market access and compliance with local standards. Positioned EndoSound as a disruptive, cost-effective solution for ambulatory surgery centers (ASC) in LATAM and Caribbean.
- Led cross-functional teams to develop and implement strategic initiatives, enhancing operational efficiency.
- Analyzed client needs and delivered tailored consulting solutions, improving project outcomes and client satisfaction.
- Mentored junior consultants, fostering professional growth and ensuring consistent delivery of high-quality services.
- Collaborated with clients to assess organizational challenges, providing actionable insights for sustainable growth.
- Enhanced communication among team members to foster collaborative and supportive work environment.
- Developed innovative strategies for clients, resulting in increased revenue and business growth.
- Drove change management initiatives, aligning teams with strategic goals to enhance overall performance and engagement.
- Developed and maintained strong client relationships, ensuring high levels of satisfaction and repeat business.
North LATAM Business Executive
MicroTech Endoscopy
01.2021 - 01.2025
- Oversaw Mexico, Central America, Andean region, and Caribbean markets. Executed growth strategies resulting in double-digit sales increases and 95% product portfolio registration. Doubled sales in 2022 and 2023, and secured 60% of government tenders in 2022. Led CRM implementation and localized marketing strategies. Developed clinical training and advisory boards in 4 countries. Spearheaded pay-per-procedure model to boost accessibility and revenue.
- Led strategic initiatives to enhance operational efficiency and patient satisfaction across product lines.
- Developed and implemented process improvements that reduced costs while maintaining quality standards.
- Mentored cross-functional teams, fostering collaboration and innovation in project execution.
- Cultivated a high-performance culture rooted in accountability, transparency, trustworthiness, and continuous learning to drive company success.
- Managed and organized internal communication to hold staff accountable to priorities.
- Spearheaded process improvement initiatives that reduced redundancies and increased operational efficiency across departments.
Country Manager (Mexico) & Regional Manager (CENAM, Caribbean, Andean Region)
Pentax Medical
01.2009 - 01.2021
- Managed full P&L and achieved #1 market share in Mexico for 6 consecutive years. Closed $5.5M government deal in 2019. Built Mexico’s only ENT Learning Center in LATAM. Introduced inbound marketing and CRM tools to enhance retention and efficiency. Implemented regional pay-per-procedure model and created local repair and training programs to improve service delivery.
- Led market entry strategies to enhance brand presence across multiple regions.
- Developed and implemented operational frameworks to streamline processes and improve efficiency.
- Conducted comprehensive market analysis to identify opportunities for expansion and competitive advantage.
- Established partnerships with key stakeholders to foster collaboration and resource sharing.
- Recruited, trained, and coached 25-member team to support company growth.
- Led the successful launch of new products in local markets, driving revenue growth and brand recognition.
- Established strong relationships with key industry players for business growth and expansion.
- Built a high-performing sales team through targeted recruitment, training, and performance management initiatives.
Education
MBA -
IPADE Business School
B.B.A. - Marketing & Business Administration
Universidad Anáhuac del Norte
Business Management
Universidad Iberoamericana del Norte
Digital Marketing
ITAM
Sales Techniques
Universidad Anáhuac
Artificial Intelligence Boot Camp (In Progress)
Columbia Engineering School
Skills
- Market entry and growth in LATAM
- Distributor network management
- Public sector bidding strategy
- Profit and loss management
- Digital marketing expertise
- Registration process management
- Business development
- CRM management
- Brand development and KOL engagement
- Implementation of clinical training programs
- Innovative medical technology solutions
- Public sector business development
- Advisory sales approach
- Effective team leadership
- Building strong professional connections
- Analytical decision-making
- Problem-solving skills
- Mentoring team members
- Strategic problem-solving
Languages
Spanish – Native
English – Fluent
Awards
Presidents Club Award – Pentax Medical (2020), LATAM Salesman Awards – Pentax (2013, 2016, 2017, 2019), Sales Award – MicroTech Endoscopy (2022, 2023), Sales Manager Award – Medical Distribution International (2008)
Timeline
Vice President, LATAM (External Consultant)
EndoSound
01.2025 - Current
North LATAM Business Executive
MicroTech Endoscopy
01.2021 - 01.2025
Country Manager (Mexico) & Regional Manager (CENAM, Caribbean, Andean Region)
Pentax Medical
01.2009 - 01.2021
B.B.A. - Marketing & Business Administration
Universidad Anáhuac del Norte
Business Management
Universidad Iberoamericana del Norte
Digital Marketing
ITAM
Sales Techniques
Universidad Anáhuac
Artificial Intelligence Boot Camp (In Progress)
Columbia Engineering School
MBA -
IPADE Business School
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