Work experience

• Executive Director & Head of Latin America

  DMEGC SOLAR - HENGDIAN GROUP

  2023.01-Current

  (4 years)

  Appointed to build and lead DMEGC Solar's Latin American business completely from zero, with accountability for regional strategy, P&L, market entry, commercial growth, strategic customers, team development, operations, and China-HQ alignment. Launched in Q4 2023 and delivered 67 MW / US$8.04 million in the opening quarter. Operate as a hands-on executive sponsor, participating directly in the team's day-to-day customer strategy, key negotiations, pricing decisions, escalations, and deal-closing activities while leading and developing the regional organization. Created the multi-country operating model and country go-to-market plans across Latin America, with Brazil, Mexico, Colombia, Chile, Argentina, Uruguay, Paraguay, Bolivia, and the Dominican Republic as the principal markets and active commercial coverage throughout the wider region. Outperformed every formal annual commercial target: delivered 603 MW in 2024 against 300 MW (201% attainment; +101% above target) and 1.32 GW in 2025 against 650 MW (203%; +103% above). By end-Q2 2026, secured 920 MW - already 115% of the 800 MW full-year target - with approximately 1.6 GW forecast by Q4 (200% attainment). Built and currently lead a multicultural, cross-functional regional team spanning commercial, engineering, technical support, marketing, operations, finance, and after-sales. Build trusted, direct relationships with owners, CEOs, developers, procurement executives, engineering leaders, and investment decision-makers, opening strategic doors and remaining personally engaged through complex pricing, credit, tender, technical, and supply negotiations until commercial conversion. Lead country-by-country market-access and operating setup, including local tax and customs structures, legal-entity formation, importer and distribution models, local inventory / warehouse implementation, compliance, and after-sales readiness. Designed and implemented a 360-degree regional commercial tracking and governance system - more robust than a traditional CRM - providing real-time visibility into every tracked distributor and project, decision-maker, stage, requirement, risk, owner, action, and next follow-up. Also coordinate product homologation and conformity-assessment processes under frameworks such as INMETRO (Brazil), RETIE / RETILAP (Colombia), NOM (Mexico), SEC (Chile), Argentina's electrical-safety regulations, and URSEA authorization (Uruguay).
• Country Manager & Head of Latin America

  SHINEFAR SOLAR (LICENSED BY HAITAI SOLAR)

  2018.01-2023.09

  (6 years)

  Recruited to create Shinefar's Brazil and Latin America operation completely from zero for a new Tier-2 photovoltaic brand licensed by Haitai Solar, initially without a legal entity, local inventory, customers, channels, team, or regional brand recognition. Designed and implemented the complete market-entry and operating platform: local-company and importer structures, tax and legal processes, product certification and homologation, pricing, distribution, local inventory, warehouse controls, logistics, technical support, and after-sales readiness. Secured the first customers and built the regional commercial network through direct, trust-based relationships with distributor owners, CEOs, purchasing leaders, and strategic accounts. Established Brazil as the operating hub, with Colombia and Mexico as the principal expansion markets. Delivered 12 MW in 2019, 70 MW in 2020, 93 MW in 2021, and 140 MW from 2022 through Q3 2023 - approximately 315 MW cumulatively from a standing start. Recruited, trained, and directly managed the local commercial, technical, customer-service, logistics, and operational personnel, while maintaining hands-on oversight of warehouse execution, inventory, customer follow-up, and service quality. Positioned an unknown Tier-2 entrant as a credible regional supplier against established brands, with relationship strength, customer proximity, competitive structuring, reliable delivery, and technical support serving as the central drivers of commercial conversion.
• Founder / Co-Founder & CEO

  ENTREPRENEURIAL VENTURES

  2013.01-2019.01

  (6 years)

  Built and led two energy businesses from the ground up, with full responsibility for strategy, P&L, customer acquisition, imports, commercial channels, team development, and operational execution. Scaled MOV Energy into a successful Brazilian platform for professional LED lighting, energy solutions, and solar-powered LED products, importing and selling through distributors, corporate accounts, retail partners, and B2C / online marketplaces. Built and led a 40-person team in Northeast Brazil, establishing a strong regional operating base and long-term relationships with distributors, investors, corporate buyers, and strategic partners. Co-founded Halo Solar and, during the period under direct leadership, sold and installed 54 MW of rooftop and ground-mounted PV projects for industrial, commercial, and agricultural customers. Led the full commercial and project lifecycle - from origination and contract negotiation through engineering, procurement, construction, commissioning, and O&M setup - before returning to a full-time multinational executive role in 2019.
• Country Manager & Head of Brazil

  HUNTKEY | Shenzhen, China / Brazil

  2013.01-2015.01

  (2 years)

  Recruited following the strong results achieved at Zotac to restore Huntkey's reputation and rebuild its Brazilian business after product-quality issues had damaged customer confidence. Huntkey was a large publicly listed Chinese power-products and consumer-technology manufacturer. Led the Brazil P&L and a comprehensive turnaround across marketing, product positioning, product adaptation, certification and homologation, quality follow-up, distribution strategy, retail, e-commerce, and local operations. Worked intensively with certification bodies, product teams, distributors, retailers, system integrators, and key accounts to address historical concerns, recover commercial credibility, and materially improve the brand's market reputation.
• Country Manager & Head of Brazil

  ZOTAC | Hong Kong / Brazil

  2008.01-2012.01

  (4 years)

  Built Zotac's Brazilian operation and market presence from the ground up, establishing the legal and operating structure, brand strategy, distribution network, local product positioning, and nationwide go-to-market model. Led Zotac to the No. 1 position in Brazil's graphics-card market, becoming the leading brand in the national distribution channel and among local computer manufacturers, system builders, and technology partners. Built and led a 19-person high-performance team and held full responsibility for P&L, pricing, demand planning, product portfolio, marketing investments, channel profitability, major retailers, e-commerce, and strategic accounts.

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