Board · Advisory · Coaching
Decades of consumer goods leadership and hands-on technology experience, brought to the boards, founding teams, and leadership groups navigating growth, transformation, and capital decisions.
Based in Costa Rica · Global engagements
Experience
Twenty years at The Coca-Cola Company, including General Manager roles across Iberia and Northern Europe. Stanford MBA. Advisor to consumer and technology leaders.
What we do
Independent board member and board advisor to companies that want seasoned governance, an operator's perspective in the boardroom, and a credible voice in front of investors.
Chairs, CEOs, founders
One-on-one coaching for CEOs and founders: confidential, practical, and grounded in operator experience. We work through the decisions and transitions that define a leadership tenure.
First-time and seasoned CEOs
Deep experience across consumer goods — brand, product, channel, and commercial operations — at every stage from founder-led growth to multinational scale.
Consumer goods leadership teams
Hands-on guidance for leadership teams running non-trivial technology transformations: ERP and commercial systems, data and analytics, AI adoption, and the organizational work that makes them stick.
CEOs, COOs, transformation leads
Independent evaluation of investment opportunities, acquisition targets, or strategic partnerships — operator due diligence on decisions that a purely financial lens can miss.
Investors, acquirers, boards
How we work
Every engagement starts with a conversation. We spend real time understanding the decision on the table, the people around it, and the constraints that don't appear in the deck. Only then do we scope the work.
We stay close for the duration — whether that's a board seat held over years, a founder coaching cadence measured in months, or a focused advisory sprint around a specific decision. The common thread is operator judgment applied personally, not delegated to a team.
We decline engagements that aren't a fit. That's part of doing the work well.
Selected perspectives
Selected work
A sample of engagements from the last two years.
Consumer goods conglomerate
Challenge: Evaluating how to bring AI into day-to-day operations without overspending on pilots that wouldn't scale.
Approach: Ran a working session with the senior leadership team, then built and implemented a proof-of-concept targeting the commercial process.
Outcome: Pilot markets posted high-single-digit growth versus control.
Consumer goods startup
Challenge: Needed to open doors with large corporate clients and investors — which meant seeing their offering through the buyer's eyes and sharpening how they told the story.
Approach: Coached the founder and CEO on executive outreach, reworked the sales pitch, and brought industry context on the key players they were targeting.
Outcome: A sharper pitch and a significantly expanded sales funnel.
Industry association
Challenge: Wanted a credible point of view on how recent AI advances could be applied across its members' value chains and sustainability practices.
Approach: Ran a broad analysis of the most promising applications, then packaged the findings — examples, case studies, and practical frameworks — into materials the association could take directly to its membership.
Outcome: New, concrete content to bring to members and a strengthened role as an industry convener.
If you're weighing a decision that would benefit from an operator's perspective, let's talk.
