Guillermo de León Letona
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Commercial direction, growth and revenue | LATAM

Guillermo de León Letona

Commercial Growth & Revenue Leader helping LATAM companies scale revenue, CRM and digital commerce.

I connect marketing, sales, e-commerce, automation and data into measurable commercial systems: demand generation, qualification, follow-up, conversion and funnel visibility.

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Leadership profile

Guillermo de León Letona is a commercial and growth leader focused on revenue, CRM, e-commerce and commercial transformation for LATAM companies.

His work connects marketing, sales operations, digital commerce, automation and business intelligence to diagnose commercial friction, structure lead management, modernize CRM discipline, improve funnel visibility and turn digital demand into measurable revenue.

His experience combines strategy and execution in ecosystems where marketing, sales, data and operations need to work as one system.

Professional portrait of Guillermo de León Letona
Revenue, CRM, e-commerce and commercial transformation

Education and continuous learning

Commercial judgment backed by multidisciplinary training.

Formal education across marketing, finance, commercial management, digital strategy, people management, business intelligence and innovation, complemented by hands-on certifications.

DegreeGraduated with honors

Bachelor's Degree in Marketing

Universidad Mesoamericana · Guatemala

2004–2011
MBAGraduated with honors

MBA, Finance Specialization

Universidad de Valparaíso · Chile

2011–2012
Master'sGraduated · In person

Marketing Management and Commercial Management

EAE Business School · Barcelona, Spain

2014 · In-person program while living in Barcelona
Master'sGraduated

Digital Marketing

EUDE Business School · Spain

Graduated in 2019
Master'sGraduated

Human Resources Management

EUDE Business School · Spain

Graduated in 2019
Master'sIn progress

Big Data Marketing and Business Intelligence

ENEB · Spain

Current postgraduate study
Master'sIn progress

Innovation and Entrepreneurship

ENEB · Spain

Current postgraduate study

Certifications and courses

Continuous training from service fundamentals to digital growth.

  • E-commerceGoogle Activate · 2020
  • Fundamentals of Digital MarketingGoogle Activate · 2020
  • Inbound MarketingHubSpot Academy · 2020
  • Promote a Business OnlineGoogle Activate · 2019
  • Get Customers to Find Your Business OnlineGoogle Activate · 2019
  • Promote a Business with Online AdvertisingGoogle Activate · 2019
  • Inbound CertificationHubSpot Academy · 2017
  • CRMPanamerican Business School · 2017
  • Social Media ROIPanamerican Business School · 2017
  • Photography Course for BeginnersUdemy · 2017
  • Basic Digital MarketingAIB / Google · 2016
  • The Magic of Disney ServiceInstituto Roberto Cervantes
  • International Marketing Congress in GuatemalaInnovación Creativa · 2006
  • Human RelationsDale Carnegie Institute · 1999

Selected impact

Commercial evidence, not adjectives.

Selected impact: +900% lead generation and +2,000 raw leads in one quarter for Yamaha Guatemala, +260% digital sales growth by recovering a channel from Q28,000 to Q100,000 monthly in one month, 4 reels above 1M views each in 3 weeks to activate a Repuestos Total accessories boutique, recovery of stalled revenue and US$50,000 data warehouse sale at ATV, and 20% operating and sales cost reduction with Q130,000 in annual savings without reducing staff.

+900%

Lead generation

Yamaha Guatemala moved from no structured digital presence to +2,000 raw leads in one quarter through Meta Ads, Google, WhatsApp, CRM and commercial protocols.

+260%

Digital sales

Digital channel recovery from Q28,000 to Q100,000 monthly in one month by aligning service, payments, CRM, warehouse and follow-up.

1.5M

Content to demand

Repuestos Total: 4 reels above 1M views each in 3 weeks, connected to UTMs, CRM, boutique traffic, quotes and sales.

US$50K

Consultative sale

ATV: stalled revenue recovery and data warehouse sale through forensic account analysis, usage evidence and senior stakeholder negotiation.

Q130K

Annual savings

ATV: operating and sales cost reduction without reducing staff by eliminating rent, renegotiating Odoo, prioritizing liabilities and redesigning processes.

Impact cases

Results with context, diagnosis and execution.

Repuestos Total Case

Repuestos Total | Digital sales

From Q28,000 to Q100,000 monthly in one month

Digital channel recovery by connecting service, payments, CRM, warehouse, delivery and commercial follow-up.

 Canella Yamaha Case

Canella S.A. | Yamaha, Isuzu, Motul

From no structured digital presence to +2,000 leads in one quarter

Digital channels, paid media, WhatsApp, CRM and commercial protocols to turn media into measurable demand.

 ATV Data Warehouse Case

ATV / A Toda Velocidad

From stalled debt to a US$50,000 new opportunity

Forensic account analysis, usage evidence and senior stakeholder negotiation to recover revenue and sell a data warehouse.

 ATV Operational Efficiency Case

ATV / A Toda Velocidad

Q130,000 in annual savings without reducing staff

20% cost reduction by eliminating rent, renegotiating Odoo, prioritizing liabilities and redesigning BPO and Software processes.

 Repuestos Total Boutique Case

Repuestos Total | Accessories boutique

4 reels above 1M views each in 3 weeks

Organic content using internal resources, UTMs and CRM to generate leads, boutique traffic, quotes and sales.

Commercial operating system

From marketing activity to commercial accountability.

Sustainable growth does not depend on an isolated campaign. It depends on a system that connects demand generation, qualification, CRM, follow-up, sales and BI under one accountability logic.

DemandMedia, performance, content, referrals and commercial presence.
QualificationCriteria to separate superficial interest from real opportunity.
CRMRegistration, assignment, follow-up and funnel traceability.
Follow-upContact, nurture, recover and move opportunities forward.
SalesConversion, negotiation, closing and feedback.
BIVisibility over conversion, costs, timing, channels and revenue.

Point of view

Ideas for commercial growth discipline.

CRM is not software. It is commercial discipline. Leads are not sales: where LATAM funnels usually break. AI for commercial operations: where it creates value and where it does not.

Contact

For leadership roles, advisory opportunities or commercial transformation projects across LATAM.

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