Juan Esteban Medina

MBA, Electronic Engineer, bilingual, with knowledge in Commercial Vice-Presidency, Business Management, Commercial Management, Strategic Management, and interest in general management. Expertise in developing new business models, market research, project execution, implementation of business strategies, and design of commercial plans for positioning and competitiveness of companies at a national and international level in the technology sector. Experienced in customer analysis, technological solutions, financial risk control, and KPI evaluation. Implementing corporate policies, strategic relationships, financial resource management, and managing commercial, administrative, and operational processes for profitability and organizational growth. Coordination of multicultural teams, organizational communication with internal and external clients, product launches, brand penetration, and entry into new markets for business sustainability. Skills in critical reasoning, negotiation, effective leadership, decision-making, problem-solving, planning, organizational vision, creativity, and innovation.

GO CONTACT S.L.R

Position: Senior Sales Director Latam

Date: December 2022 – October 2023

Role: Directed the organization's commercial strategy in its entry into the Latin American market, ensuring growth and sustainability. Made impactful decisions on corporate results. Led direct and indirect sales strategy through channels or resellers. Developed strategic alliances to establish new businesses. Strengthened C-suite level relationships and used Salesforce for lead and pipeline management, forecasts, reports, and tracking. Led local marketing and consolidated and trained the sales team.

• Achievements: Implemented administrative and commercial strategies that doubled ARR sales in fiscal year 2023 compared to the last two years combined.
• Consolidated five new direct sales logos.

COMDATA GROUP

• Position: Commercial Vice President Latam Southern Cluster
• Date: January 2021 – October 2022
• Role: Directed the commercial and market entry strategy in Colombia, Chile, Brazil, Peru. Formed strategic alliances to ensure client renewals and expansions. Established a nearshore strategy with service centers close to the US. Set pricing strategy, including FCF, ROI, GM, OM, and EBITDA for each project. Led the commercial team, digital transformation consultants, and pre-sales teams in the assigned countries. Used Salesforce for indicator tracking and sales team evaluation.
  • Achievements: Generated over $30M US in new revenue through innovative and efficient commercial strategy implementation.
  • Increased closure success rate from 3% to 12%.
  • Achieved 26% growth in Colombia and 14% in the region in 2021.

COMDATA GROUP

Position: Sales Director Colombia

Date: July 2019 – January 2021

Role: Designed and executed commercial strategies for optimal results. Responsible for pricing strategy and forming strategic alliances to establish new businesses. Consolidated a high-performance sales team.

• Achievements: Developed a new market entry strategy with a focus on digital transformation, innovation, and consultative sales, including new technologies to enhance customer experience (CX).
• Acquired six new clients, generating $5M US in annual recurring revenue (ARR).

ORACLE CORPORATION

Position: Territory Sales Manager for Corporate Accounts in Colombia

Date: June 2017 – June 2018

Role: Built a comprehensive commercial relationship model adaptable to the Enterprise segment; B2B approaches. Sought and captured new business, enhancing customer value delivery. Established long-term commercial relationships to monetize and profit from these relationships.

• Achievements: Led the closure of the first Big Data project in Colombia.

ORACLE CORPORATION

Position: Territorial Sales Manager - Peru, Central America, and the Caribbean Region

Date: June 2018 – July 2019

Role: Directed client management in Peru, Central America, and the Caribbean Region through an integral, efficient, and effective commercial strategy. Identified opportunities and secured new business in the SME segment. Formed strategic alliances. Developed the sales force.

• Achievements: Closed an Unlimited License Agreement (ULA) for US $800k.

ORACLE CORPORATION

Position: Territory Sales Manager for the Caribbean Region

Date: June 2016 – May 2017

Role: Led the commercial strategy in the Caribbean region. Captured new business in the SME segment. Developed the sales team. Formed strategic alliances to establish new business.

• Achievements: Secured a contract with the Bank of the Bahamas valued at US$1M under a ULA model.
• Closed a deal with DP World Caucedo, a multimodal free zone, valued at US$700k in a transformation project that included over eight different Oracle solutions. This model will be replicated in more than fifty ports where DP World operates, with a potential revenue for Oracle of over US$35M in the coming years.

CARVAJAL TECNOLOGÍA Y SERVICIOS

Position: Business Development Director

Date: February 2015 – March 2016

Role: Directed the strategy for seeking and capturing new business. Formed strategic alliances. Strengthened sales team skills. Responsible for pricing strategy and revenue forecasting.

• Achievements: Led the closure of business deals worth US$30M.
• Consolidated new clients such as Sociedad Portuaria de Buenaventura, Puerto Aguadulce, and Computadores para Educar.

PROCOLOMBIA

Position: Executive Director of Trade

Date: April 2012 – February 2015

Role: Directed strategic planning for the international promotion of the country's service sector globally. Established C-suite level relationships with Colombian and international companies, as well as various associations like Andi, Fedesoft, CCIT, and CCI. Networked with McCann Erickson and Sistole, advertising and BTL agencies, to develop advertising campaigns, activation, and brand positioning.

• Achievements: Led the International Marketing Campaign for Colombia's software and IT sector. Achieved significant advertising impact during the campaign launch, including Colombia's business destination brand positioning strategy in target markets.
• Coordinated the marketing campaign in the medical tourism sector, which helped double exports from 2012 onwards.
• Strengthened TIC sales by ProColombia management. From 2012 to 2014, sales increased from US$10M to US$20M.

SONDA COLOMBIA

Position: Senior Account Manager

Date: February 2011 – April 2012

VERIMATRIX INC.

Position: Key Account Manager Latin America Sales Department

Date: April 2008 – January 2011

EDUCATION

MBA School of Management, Universidad EAFIT/2012.

ELECTRONIC ENGINEERING Pontificia Universidad Javeriana/2004