Carlos Parra

Led the design and execution of the company’s business plan, aligning strategic initiatives with corporate financial and operational goals—resulting in the company becoming the third-largest distributor in the market within its first year of operations.

• Successfully established and scaled the company through organic growth, expanding market presence.
• Oversaw all core business functions including Sales, Marketing, Finance, HR, Operations, and Supply Chain, ensuring cross-functional alignment and operational excellence.
• Built and led a high-performing, diverse team, fostering a culture of collaboration, accountability, and continuous improvement—resulting in high employee engagement and retention and a GLINT score of 97.
• Cultivated and maintained strong, long-term relationships with clients, vendors, and strategic partners to drive customer loyalty and sustainable growth.
• Directed financial planning, budgeting, forecasting, and reporting processes to ensure fiscal discipline and transparency.

• Charted a successful course for company culture, people and processes in alignment with business purpose to achieve double digit year-on-year revenue and profit growth over a six-year period; achieved 21% CAGR volume growth over six years
• Built and nurtured an engaged, diverse team, resulting in a tripling of business volume while increasing Gross, EBITDA and EBIT margins over a period of six years
• Leveraged the successful closing of complex strategic negotiations with large Colombian retails to boost market penetration from 20 to 40% in Fruit & Vegetables in modern retail
• Supervised and mobilized high-quality performance from a 150-member team to secure the best GLINT score (people engagement) for the region and 10 points above global average
• Promoted a culture of excellence within the organization through regular performance reviews, feedback sessions, and goal-setting exercises.
• Championed continuous improvement initiatives by identifying areas for process optimization and implementing innovative solutions accordingly.

• Spearheaded the construction and closing of complex, multi-million commercial deals at a Brambles Group- level by gaining support from individual CBU’s senior leadership teams and attaining expected rate of return such as foldable plastic containers for Heinz and Dole
• Delivered customer and company value by exceeding budget targets and bringing in cross-business units and diverse stakeholder groups together
• Cultivated productive and lasting relationships with strategic customers by understanding the needs of decision-makers, users, influencers and technical buyers, adapting sales offers accordingly and creating barriers of exit
• Established a realistic pipeline of potential customers and conversion rates and maximized successes by obtaining senior management support to expand the team analyzing market dynamics
• Integrated cultural change leadership into the closing of complex projects across business units by convincing senior management to modify key processes to capture broader benefits
• Streamlined and eliminated duplicative work, removed barriers to move forward with senior management and motivated integration across business units.

• Defined and executed the vision, strategy, and roadmap for both existing and emerging sectors, driving sales growth and consistently exceeding performance targets.
• Penetrated new market segments through data-driven analysis and tailored value propositions—successfully converting key accounts, including Spain’s largest tin can manufacturer.
• Designed and implemented cost optimization strategies that enhanced the competitiveness and sustainability of offerings, resulting in double-digit revenue growth and improved profit margins.
• Secured senior leadership buy-in to invest in operational improvements, fueling the expansion of new sector offerings and addressing core inefficiencies.

• Strengthened key client relationships by delivering actionable insights and customized solutions aligned with their strategic goals.
• Monitored and analyzed sales performance metrics to ensure alignment with account objectives and drive consistent revenue growth.
• Collaborated cross-functionally within client organizations to identify emerging needs and uncover new business opportunities.
• Built trust and credibility with stakeholders, effectively influencing buying decisions and expanding account penetration.