Country Manager, VP Regional and Independent Board Director. 30+ years leading growth, transformation and AI in enterprise software. Former SAS Institute — Mexico, Caribbean and Central America. USD 43M P&L, #1 region in Latin America.
Sales growth in first year as Country Manager
Caribbean growth (2025) — #1 region in LATAM
SAS President's Club winner (2016, 2017, 2020, 2023)
Years with zero compliance incidents on government contracts
Country Manager, General Manager or VP Regional for companies looking to accelerate growth, execute AI-driven digital transformation, professionalize commercial operations and take P&L results to a new level in Mexico and Latin America.
CNCPIE member with IPADE training in Boards in Action. 20 years as legal representative of SAS in Mexico and Colombia with zero compliance incidents. I bring strategic perspective on digital transformation, AI, risk management and regional expansion.
My career at SAS Institute —30 years, from technical support engineer to VP Regional— gave me something no business school can replicate: end-to-end perspective on how enterprise software is built, sold, delivered and scaled in emerging markets, competing and winning against IBM, Oracle, SAP and Microsoft.
As Country Manager for Mexico, Caribbean and Central America, I led a USD 43M operation with over 200 employees and an ecosystem of 85+ consulting partners, positioning it as the #1 region in Latin America. I designed the channel model that SAS adopted as the foundation of its global strategy. I migrated more than 50% of the customer base to the cloud. I implemented the Solution Selling and Revenue Storm methodologies as coach to the executive team.
But the achievements I value most are the public-impact projects: the SAT customs intelligence system with 103 AI models that detected the largest narcotics seizures in Mexico for over a decade, and the social media analytics solution that made Telcel the only mobile operator in Mexico that grew during the portability crisis.
Today I look to bring that experience —executive and board— to Mexican companies and multinationals with presence in Mexico that want a leader or director with strategic mind, proven commercial execution and real technical depth in AI and advanced analytics.
Read full profileArtificial intelligence is not just another tool. It is the lever that defines who leads and who chases in every industry of the next ten years.— Héctor Cobo · SAS Innovate on Tour 2025
Designed and implemented a system with 103 AI and analytics models for illicit container detection. Responsible for the largest narcotics seizures in Mexico for over 10 years. Still in operation.
Social media analytics solution that made Telcel the only mobile operator in Mexico that didn't lose subscribers during the portability crisis. SAS Innovation Award 2008.
Designed the channel distribution model in Central America: 6 distributors, 80% of regional sales. SAS adopted the model as the foundation for its global channel strategy.
Pioneered the first AI-applied banking contract for Anti-Money Laundering in the region — anticipating by years what is now standard practice. Projects with leading banks in Colombia, Guatemala, Ecuador, Peru, Costa Rica and Dominican Republic.
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