Martín de la Serna

Executive Advisory Services specializing in technology brand Scale-Up, New Market Entry, Go-To-Market Strategy and Execution, Sales Leadership Strategies/Programs, Business Transformation.

• Lead EMEA revenue growth and profitability.
• Delivered 3x revenue growth while driving business diversification across the telecoms service provider and enterprise networking segments
• Defined, structured, and executed Channel Go To Market strategy to recruit/onboard/activate over 5,000 new Channel Partners across EMEA, including SIs, VARs, MSPs, and distributors
• Led creation and implementation of new vertical market programs targeting Education, Healthcare, and Hospitality verticals
• Successfully restructured and refocused business to achieve above industry growth (>50% YoY for 2 years) in Enterprise Networking solutions, including SaaS solutions
• Developed and led team of Direct Sales, Inside Sales, Marketing, Channel Ops, and System Engineering teams.

• Aspire provided business advisory services to early stage enterprises seeking to expand their market footprint and scale up.
• Specific areas of expertise include strategic plan development, new market entry planning and implementation, distribution channel development and management, and sustainable supply chain management.

• Executive Director and board member, supporting multiple rounds of VC and PE fundraising.
• Led Helveta’s global business development, sales and marketing activities, reporting to the CEO
• Drove company software licensing, SaaS, and professional services revenue growth from pre-revenue stage through ramp-up
• Built and led team of sales and marketing professionals to grow revenue in the US, EMEA, Southeast Asia, Latin America
• Drove marketing and PR activities, yielding features on BBC World, The Economist, The Times of London, Environment Times, and The Sunday Times, among others
• Awards include Global CleanTech 100, Deloitte’s Fast 50 Growth Companies, Ethical Corporation Responsible Business Award.

• Senior executive responsible for revenue growth and profitability of EMEA.
• Managed Sales, Marketing, Engineering, Finance, and Customer Service teams, reporting to CEO
• Architected growth from € 3M/year in EMEA deployments to € 45M/year in 3-year period, delivering >50 % of global gross margins.
• Successfully restructured and refocused business to achieve a leading position in emerging market mobility solutions, deploying into rural and underserved markets
• Successfully opened 15 new EMEA national markets with SP customers such as: Vodafone, Orange, France Telecom, MTN, Econet Wireless, TIM, Maroc Tel, Vodacom
• Established regional centers across Africa and the Middle East.

• Senior exec leading Harris Corporation’s Mercosur operations: multi-divisional Sales, Marketing, Engineering, Finance, and Manufacturing
• Grew Harris do Brasil from $ 5M in equipment-only business to US $100M in multi-divisional turnkey business in 4 years, including professional services growth to $ 35M/yr
• Captured majority share of network builds following privatization of Telebras, Brazil’s state owned monopoly, winning new business in both the new competitive mobile operators and the newly privatized former state monopoly, Telebras
• Launched Harris do Brasil’s export activities into Mercosur
• Successfully navigated Real-denominated business through Brazil’s 1999 currency crisis and 66% overnight Real devaluation
• Led “localization” of Brazilian operations, overseeing transfer of 6 platform production lines for CKD manufacturing in Sao Paulo.
• Launched CKD assembly in 4 quarters
• Grew local staff from 7 direct to 150, and 5 indirect to 150 in just over 1 year
• Opened and staffed 3 regional support centers in Rio de Janeiro, Recife, and Porto Alegre
• Principal customers included: BellSouth International, Bell Canada International, AT&T Wireless, Telefónica, Portugal Telecom, Nortel Networks, Ericsson, Lucent Technologies.

• Lead Project Manager on a range of turnkey telecommunications projects in Central and South America
• Negotiated $80M of turnkey supply contracts.
• Led project teams on scope definition, costing, schedules, resource requirements, implementation, and support
• P&L responsibility for all aspects of projects
• Successfully executed large turnkey projects with BellSouth International, AT&T Wireless, Telefonica.