Cesar A Herrera Llinás

• Driving market expansion, operations, and strategic growth for World in Colombia, while supporting international initiatives, such as the Indonesian market launch.
• Focused on scaling innovative solutions, leading the Bogotá flagship design and implementation, enhancing user adoption, and building a strong, sustainable local presence.
• Actively developing key partnerships across sectors to unlock new growth channels, and foster long-term collaboration. Passionate about community building, with initiatives aimed at strengthening engagement, local relevance, and trust in the World ecosystem.

• Head of Operations Rappi Ads
• Responsible for overseeing the daily operations of Rappi Ads, ensuring that our services are efficient, effective, and consistently meet the needs of both advertisers and internal stakeholders.
• Key Responsibilities:
• Lead and manage the operations team, setting clear objectives, evaluating performance, and providing mentorship and training.
• Develop and implement operational strategies and processes to improve efficiency, reduce costs, and enhance customer satisfaction.
• Collaborate with cross-functional teams, including sales, marketing, product development, and technology, to ensure seamless integration and alignment of operations with overall business goals.
• Monitor and analyze operational performance metrics, preparing reports and making recommendations for improvements.
• Stay abreast of industry trends and developments in digital advertising and e-commerce to identify opportunities for growth and innovation.
• Manage relationships with key partners and stakeholders, ensuring excellent service delivery and addressing any issues promptly.
• Lead the scaling and expansion of Rappi Ads operations in new markets, adapting strategies to local needs and regulations.
• Ensure compliance with legal and regulatory requirements related to digital advertising and data privacy.
• Drive a culture of continuous improvement, encouraging innovation and excellence within the team.
• Head of Growth Management
• In charge of the global operations team associated with the creation of all the advertising and media campaigns for different makers in a variety of industries across Latin America.
• Improved the productivity by 4X with a 60% optimization operational resources
• Worked side by side with the product/tech team in order to test new products and to upgrade/fix the current ones.
• Restructured the team optimizing the operational resources in order to create roles that generate more value and planned the layout for an upcoming automation.
• Created an Operational Excellence team in charge of process optimization and analytics (both Business Intelligence and operational efficiency)
• Redefined the efficiency KPI's and created new associated excellence metrics in order to guarantee execution quality.
• Created new operational fluxes that guaranteed visibility, traceability and financial control of the requested executions.
• Created an associated operations and performance data structure in order to have the best possible performance management.
• Created a Performance Management team that generated incremental revenue and reduced our churn rate.
• Designed the plan to centralize the whole Business Unit operations, standardizing procedures and optimizing resources.
• Global Business Development & Special Projects – Pets
• In charge of building the growth strategies for the Pets vertical within Rappi.
• Also acted as the Conversion Revision Officer for the vertical, analysing the whole conversion funnel to increase sales.
• With the efforts made, the vertical grew 2X during this period with a minimal internal investment

Led growth strategy and operational improvements for a pet-focused e-commerce startup. Designed early-stage performance and conversion frameworks to support rapid scale. Petsology was later acquired by Rappi, contributing to the foundation of the company’s Pet vertical.

• In charge of nationwide slickline operations management and coordination.
• Responsible of revenue generation, personnel and asset management, creating and maintaining healthy relationships with the client, assure quality during the operations.
• Sales Application Engineer
• In charge of Weatherford’s Wireline/Slickline Ecopetrol account in the East of the country.
• Responsibilities:
• Work as a technical advisor to guarantee an accurate and cost efficient operation to meet the client’s need.
• Analyze existing and potential markets to identify and secure business development opportunities.
• Prepare effective proposals, presentations, demonstrations and sales tool on business development opportunities for management
• Conduct competitive product analysis and market research to develop roadmap and sales strategy to secure new business.
• Develop good customer relationship by personal visits, phone calls, follow-ups, e-mails etc.
• Maintain strong relationship with customers for future business growth.
• Wireline General Field Engineer
• Key Achievements:
• Operator level 1 and 2 trainer. Seminar planification and execution for more than 60 wireline operators
• Senior Field Engineer – Wireline
• The wireline field engineer overlooks the daily operations of the wireline truck, manages the field operators, operates the specialized instrumentation and equipment, and provides staff leadership and motivation during operations. The FE also promotes and maintains good customer relations.
• Key Achievements:
• Year contract extension with an important client in Colombian eastern planes area as part of the operations/commercial team, being the on-site project leader throughout 2017.Two trucks available for remote operations, 6 people, more than USD $3 million in assets, and an average of USD $20,000 available for operations inventory and supplies. The contract extension is equivalent to USD $4.5 million in revenue.

• Key Achievements:
• Engineer in charge (EIC) Barrancabermeja base: in charge of the management of all wireline operations, assets, and personnel in numerous instances as Barrancabermeja base manager relief. 9 Wireline units, 19 engineers and 62 operators, with monthly base revenue between USD $2 and USD $2.5 million dollars.
• Successfully executed high profile jobs in both land and offshore environments for different clients. These are remote operations with difficult access to communications or transportation services, managing a group of 4 people during long operational times, and in high risk environments as sometimes explosives and radioactive sources are required for the operations.

• Developed a complete energy audit and energy management system for an animal food plant near Bogotá, based on ISO 50001