Carlos Bustos
Americas VP for Cybersecurity Services | Sales, Strategy, Team Leadership
Boca Raton,Florida
Summary
Leading SONDA's Cybersecurity Business Unit across 14 countries, my focus has been on driving growth and digital transformation across the Americas. With a robust background in B2B sales, marketing, and strategic leadership, I have successfully navigated the complexities of high-growth markets, ensuring alignment of IT and business strategies to prepare organizations for future technology challenges.
My different executive roles honed competencies in team leadership, sales management, and negotiation. The skills acquired through these experiences have been pivotal in my mission to safeguard enterprise-grade systems and to contribute to the creation of better technology solutions with a results-oriented approach, leveraging negotiation prowess and a profound understanding of operational support areas.
Overview
30
30
years of professional experience
38
38
years of post-secondary education
Work History
VP Americas Cybersecurity Services
SONDA S.A
Latin America
05.2021 - 10.2024
- Company Overview: SONDA has offices in 14 countries, invoicing 1.4 BUS$ a year and has more than 12,000 employees
- The cybersecurity division employs 100 professionals
- Website: www.sonda.com
- Responsible for the strategy implementation, P&L and general operation of the Cybersecurity Division of the company reporting to the Global VP for Digital Services (Cloud, Datacenter, Workplace Services and Platform Services)
- Defined the vision, the strategy & the Managed Detection & Response Services offering for the company
- Strengthened the team by incorporating sales specialist roles throughout the region to support the 400 commercial roles that focus on selling general services as well as vertically focused products (Banking & Finance, Healthcare, Smart Cities, Retail amongst others)
- Developed a Regional Federated Service Delivery Infrastructure supported in three main Security Operations & Response Centers located in Bogotá, Belo Horizonte and Santiago
- Implemented partnerships with leading cybersecurity vendors (30) as well as global MSSPs to complement and support SONDA's offering
- During 2021 to 2024 increased Sales 4.5 x; Revenue 3.9 x; gross margin variation +15%; operational margin variation +25%; EBITDA variation + 16%
- SONDA has offices in 14 countries, invoicing 1.4 BUS$ a year and has more than 12,000 employees
- The cybersecurity division employs 100 professionals
- Website: www.sonda.com
- Led cross-functional teams for the successful completion of major projects, resulting in increased efficiency and client satisfaction.
- Collaborated with senior management to develop strategic initiatives and long term goals.
General Manager (Chile & Colombia)
NetProvider
03.2017 - 05.2021
- Company Overview: NetProvider operates mainly in Chile, invoices US$7 million per year and has a team of 60 to 70 people
- 80% of billing corresponds to Network Management and Security services
- Website: www.netprovider.ia
- Established the company's growth strategy by focusing efforts on: defining a clear offer, generating a commercial effort based on this offer and generating alliances with software manufacturers, achieving a compound growth of 19% in billing in the period 2017-2020
- During 2018 I focused on refining the company's go-to-market, designing a clear commercial strategy for 2019 that considers the bases of digital transformation, a push in quality (ISO 27,001/9,001) as well as a new sales and marketing structure
- The year 2020 was a year of transformation, with a focus on deepening quality systems, digital transformation through the development of a services platform and the restructuring of the company to make it more competitive and focused on the end customer
- Was successful in managing the transition from a partnership to a sole proprietorship
- In early 2021, the CTO and minority stockholder was bought out and the company became a sole proprietorship
- NetProvider operates mainly in Chile, invoices US$7 million per year and has a team of 60 to 70 people
- 80% of billing corresponds to Network Management and Security services
- Website: www.netprovider.ia
Country Manager (Chile & Peru)
Red Hat
Chile & Peru
10.2015 - 11.2016
- Company Overview: Red Hat has 80 offices in 35 countries, invoicing 2.4 BUS$ a year and has more than 9,000 employees globally and 60 employees in Chile & Peru
- Website: www.redhat.com
- Responsible for the strategy implementation, P&L and general operation of the Subsidiary in Chile and Peru reporting to the Regional Director of SAC (Latin America without Brazil and Mexico)
- Strengthened the team by incorporating new business talent and establishing shared goals
- Developed a work plan with rhythm and structure, achieving YOY sales growth of 39%, greater predictability in the forecast, an increase in the number of large deals and a sense of urgency
- Led the brand recognition strategy by increasing presence in the media, positioning the company in the main clients and channels, increasing sales/pipeline, channel satisfaction, doubling the presence of customers in events and quadrupling the presence in social networks (Red Hat Forum, Santiago, October 2016 #RHForumCL)
- Optimized and reorganized the commercial structure, established culture and practices to optimize expenses with quarterly reviews of the expense budget with the executive committee to maintain expenses within budget
- Red Hat has 80 offices in 35 countries, invoicing 2.4 BUS$ a year and has more than 9,000 employees globally and 60 employees in Chile & Peru
- Website: www.redhat.com
VP Marketing & Sales (Argentina, Brazil & Chile)
NovaRed S.A.
Argentina, Brazil & Chile
05.2014 - 10.2015
- Company Overview: NovaRed is a multinational end-to-end cybersecurity services provider
- Its customer base is made up of more than 600 companies in South America
- Website: www.novared.net
- Responsible for the development of NovaRed in the region (Americas), member of the regional Corporate team, focused on sales in Argentina and Brazil, reporting to the CEO / Majority Shareholder and leading a sales team of 20 people within a matrix structure
- Established and clarified the commercial corporate governance of the company, generated weekly sales follow-ups, achieving a 30% growth in Argentina, 20% in Brazil and 15% in the region, as well as an increase in invoicing outside Chile from 49.5% to 58%
- Replaced the Country Manager of Brazil (with residence in the country for 6 months) and hired his replacement, managing to reach an agreement with both subsidiary partners, maintaining the motivation of the local team, positive cash flow, maintaining main customer contracts and closing new sales
- Negotiated the purchase of the company in Argentina achieving a significant return on the investment
- Prospected 7 companies in Colombia and Peru with the possibility of buying them
- NovaRed is a multinational end-to-end cybersecurity services provider
- Its customer base is made up of more than 600 companies in South America
- Website: www.novared.net
- Led cross-functional teams for the successful completion of major projects, resulting in increased efficiency and client satisfaction.
- Collaborated with senior management to develop strategic initiatives and long term goals.
VP Global Managed Security Services
NovaRed S.A.
Argentina, Brazil & Chile
03.2010 - 04.2014
- Company Overview: NovaRed is a multinational end-to-end cybersecurity services provider
- Its customer base is made up of more than 600 companies in South America
- Website: www.novared.net
- Responsible for the development and implementation of the strategy to transform NovaRed into a multinational company focused on managed security services
- Reported to the CEO / Majority Shareholder and led a team of 14 to 19 people
- Established the regional strategy for the Americas with respect to the managed services, guiding and amalgamating the company's efforts, achieving an annual growth rate of 20% and an increase in the participation of the income outside Chile from 20% to 49.5%
- Prospected the North American and South American markets achieving success in Argentina and Brazil where I centralized the negotiation of purchase of companies
- Analyzed the purchase of companies in South America, conducted the due diligence in Peru, and Colombia
- Built, formed and led the group of professionals who managed to stabilize the managed services platform (IOT + Cloud) reducing operational costs and increasing customer satisfaction
- Generated the process of innovation of the company managing to define more precisely the supply of managed services
- NovaRed is a multinational end-to-end cybersecurity services provider
- Its customer base is made up of more than 600 companies in South America
- Website: www.novared.net
Business Group Lead Servers & Tools
Microsoft
05.2008 - 02.2010
- Company Overview: Microsoft has a global presence with a significant number of employees and offices worldwide
- Website: www.microsoft.com
- Responsible for the Servers Unit of the Subsidiary, reporting to the Business Marketing Officer of Chile and member of the Executive team with 2 direct reports and an extended team of 5 professionals
- Generated the sales material, 7 customer cases and executed the campaigns for virtualization, business intelligence, coverage, government, administration and database attachments achieving a 23% growth year on year, attaining 4 of the 6 metrics under my responsibility and the highest growth in Latin America
- Hired a specialist in operating systems, generated a mesh of courses and managed to train 1,300 employees from channels; exceeded budgeted certifications by 14%, increased the frequency of purchases by 14% over the previous year and grew 3.5 points higher than the market
- Led the launch of the server virtualization platform, held multiple events with the most important Microsoft customers in Chile and worked with HP and DELL to position the platform and exceed the virtualization target by 126%
- Adapted corporate communications for IT Pros, developers and security specialists to the local market achieving an increase in customer satisfaction of 4 points (+2 compared to what was budgeted)
- Microsoft has a global presence with a significant number of employees and offices worldwide
- Website: www.microsoft.com
Application Server Manager
Microsoft
Argentina, Bolivia, Chile, Paraguay & Uruguay
08.2005 - 05.2008
- Company Overview: Microsoft has a global presence with a significant number of employees and offices worldwide
- Website: www.microsoft.com
- Responsible for revenue and marketing budget of the application platform, reporting to the BG Lead of Servers & Tools for the Southern Cone (Argentina, Bolivia, Chile, Paraguay and Uruguay) and led an extended team of 5 to 6 people
- Led the launch of two versions of the database (2005, 2008), a version of the integration platform (2006), generated customer cases, executed business intelligence, systems integration and competitive campaigns, as well as training clients and channels achieving a compound annual growth of 20% and the fulfillment of the proposed goals
- Executed campaigns focused on establishing the beachheads for the systems integration platform, with concept tests, training to the channel and events for target clients managing to exceed the quota of sales every year
- Adapted and finalized the Business Intelligence campaign, generating 54 proofs of concept developed by customers
- Microsoft has a global presence with a significant number of employees and offices worldwide
- Website: www.microsoft.com
VP of Sales and Business Development
NovaRed S.A.
Argentina, Chile & Peru
08.2003 - 08.2005
- Company Overview: NovaRed is a multinational end-to-end cybersecurity services provider
- Its customer base is made up of more than 600 companies in South America
- Website: www.novared.net
- Responsible for the Commercial Strategy, Sales, Pre-sales and Marketing areas of the company
- I reported the CEO / Majority Shareholder and led a business team of 20 employees
- Reorganized the Commercial Unit defining specific roles for Sales, Pre-Sales, Product Management and Marketing
- I established weekly meetings for forecasting and analysis of opportunities to optimize the work and to ensure that the opportunities were followed in the different sales stages in an appropriate way, managing to double the sales of the company in the period of two years
- Led the implementation of ISO 9001 in the commercial area, managing to generate a greater integration with the technical areas, greater quality and satisfaction in the attention of customer requirements
- NovaRed is a multinational end-to-end cybersecurity services provider
- Its customer base is made up of more than 600 companies in South America
- Website: www.novared.net
Director Internet Services LATAM
AT&T Latin America
Argentina, Brazil, Chile, Perú & Colombia
04.2000 - 07.2003
- Company Overview: AT&T Latin America was a telecommunications company with a significant presence in the region
- Website: www.attla.com
- Responsible for the company's Internet Services unit, reporting to the VP Corporate Sales, Marketing and Products and had 7 reports distributed in Argentina, Brazil, Chile, Colombia and Peru
- Established and implemented the sales / products strategy for the region and launched the service in Argentina and Brazil achieving a compound annual growth of 25% during the period
- Defined the investments and control of the expenses of the unit, keeping it profitable and adequate for the needs of the market
- Participated actively in the chapter 11 process in both the turnaround and the roadshow, managing to structure a P&L reporting methodology with different categories for each of the services in each country
- Telmex merged AT&T Latin America in January 2004
- AT&T Latin America was a telecommunications company with a significant presence in the region
- Website: www.attla.com
- Cultivated a positive work environment that fostered employee engagement, increased retention rates, and boosted overall team morale.
- Improved project efficiency with strategic planning, resource allocation, and time management practices.
- Boosted client satisfaction rates through exceptional relationship management and prompt resolution of issues.
VP Internet Services Firstcom Colombia
AT&T Colombia
04.1999 - 03.2000
- Company Overview: AT&T Colombia was a subsidiary of AT&T Latin America focused on internet services
- Grew form 0 to leading Internet Service Provider in 3 years.
- AT&T Colombia was a subsidiary of AT&T Latin America focused on internet services
- Website: www.attla.com
Sub-General Manager Firstcom Internet
Firstcom Internet
10.1998 - 04.1999
- Company Overview: Firstcom Internet was a local data network operator acquired by AT&T
- Website: www.attla.com
- Firstcom Internet was a local data network operator acquired by AT&T
- Website: www.attla.com
General Manager/Executive VP RDC Internet
SONDA
10.1995 - 10.1998
- Company Overview: SONDA is a technology services company with a focus on IT solutions
- Website: www.sonda.com
- Responsible for all aspects of the RDC Internet operation, reporting to the Board (Consortium made up of Universities and SONDA as main shareholder)
- The company had 60 employees
- SONDA is a technology services company with a focus on IT solutions
- Website: www.sonda.com
Assistant to the Chairman
SONDA
10.1994 - 10.1995
- Company Overview: SONDA is a technology services company with a focus on IT solutions
- Website: www.sonda.com
- Assisted the President of the Company and its main executives in HR projects, New Products, Acquisitions, Outsourcing projects and new business development
- SONDA is a technology services company with a focus on IT solutions
- Website: www.sonda.com
Education
MBA - Finance, Production
University of Georgia
Georgia USA 01.1992 - 06.2024
Master of Science - Industrial Engineering
Pontificia Universidad Catolica De Chile
Santiago, Chile 03.1984 - 12.1989
Skills
Sales Leadership
undefinedAccomplishments
- Supervised team of 100 staff members.
- Achieved 4.5 times sales growth during tenure.
- Achieved +15% gross margin change during tenure by introducing a services platform and operations federation for SOC tasks.
- Increased and maintained customer and employee satisfaction.
Languages
English
Bilingual or Proficient (C2)
Spanish
Bilingual or Proficient (C2)
Portuguese
Intermediate (B1)
Affiliations
- Director - Chilean Cybersecurity Alliance May 2021 to April 2024
- President of the Cibersecurity Working Group at ACTI May 2021 to October 2024
- ACTI Director (Chilean Chamber of Information Technology Companies) April 2016 to April 2021
- Director Chile-IT (ACTI IT Services Export Promotion Group) March 2010 - March 2013
Timeline
VP Americas Cybersecurity Services
SONDA S.A
05.2021 - 10.2024
General Manager (Chile & Colombia)
NetProvider
03.2017 - 05.2021
Country Manager (Chile & Peru)
Red Hat
10.2015 - 11.2016
VP Marketing & Sales (Argentina, Brazil & Chile)
NovaRed S.A.
05.2014 - 10.2015
VP Global Managed Security Services
NovaRed S.A.
03.2010 - 04.2014
Business Group Lead Servers & Tools
Microsoft
05.2008 - 02.2010
Application Server Manager
Microsoft
08.2005 - 05.2008
VP of Sales and Business Development
NovaRed S.A.
08.2003 - 08.2005
Director Internet Services LATAM
AT&T Latin America
04.2000 - 07.2003
VP Internet Services Firstcom Colombia
AT&T Colombia
04.1999 - 03.2000
Sub-General Manager Firstcom Internet
Firstcom Internet
10.1998 - 04.1999
General Manager/Executive VP RDC Internet
SONDA
10.1995 - 10.1998
Assistant to the Chairman
SONDA
10.1994 - 10.1995
MBA - Finance, Production
University of Georgia
01.1992 - 06.2024
Master of Science - Industrial Engineering
Pontificia Universidad Catolica De Chile
03.1984 - 12.1989
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