Yvonne Herrera
New York,NY
Summary
Dynamic Revenue and GTM leader with experience spanning early-stage startups, high-growth fintechs, and Fortune 500 enterprises. Led large global teams of 130+ spanning Sales, Partnerships, Marketing, Onboarding, and Client Success. Skilled in architecting GTM strategies, building distribution ecosystems, and improving profitability across SMB, Mid-Market, and Enterprise segments. Global operator with leadership experience across the U.S., Europe, and Latin America.
Overview
18
18
years of professional experience
Work History
VP, Revenue
Affirm
New York, New York
12.2024 - 10.2025
- Led an integrated GTM organization across SMB, Mid-Market, and Platform Distribution, overseeing Sales, Client Success, Partnerships, and Marketing.
- Doubled the size of the business, driving significant SMB GMV expansion and improving merchant economics across key segments.
• Built and scaled high-performing teams, improving revenue productivity, merchant lifecycle management, and operational rigor. - Launched new growth engines including ISV/PSP distribution partnerships with major platforms and strengthened Affirm’s ecosystem presence.
- Partnered closely with Product, Risk, Finance, Marketing, and Operations to deliver cross-functional alignment and sustainable, durable growth.
- Developed and executed multi-year GTM strategy focused on profitable scaling, segment expansion, and enhanced merchant value.
VP, Head of SMB Sales & CS
Affirm
New York, New York
08.2022 - 01.2025
- Expanded scope to lead both Sales and Client Success for SMB and Mid-Market segments across the US and Canada.
- Oversaw end-to-end revenue lifecycle, improving acquisition, activation, retention, and expansion motions.
- Architected a comprehensive SMB growth strategy by aligning product, operations, and commercial levers: launched executive-sponsored tiger teams to accelerate entry into new verticals; built a dedicated onboarding organization that reduced activation time by 50%; and redesigned the Client Success operating model to focus talent on high-value accounts, improving retention and long-term revenue quality.
- Strengthened the Channel Sales function, deepening GTM collaboration with strategic partners, and driving scalable distribution; grew Channel Sales GMV from $50M to $1B in 2 years across key partners.
VP, Head of Strategic Brands and Mid Market Sales
Affirm
New York, New York
09.2021 - 09.2022
- Hired to lead and transform the Mid‑Market and Strategic Brands sales organization, responsible for merchants from $0–$1B in revenue.
- Turned around an underperforming business by overhauling the full GTM: rebuilt hiring profiles, redesigned incentive plans, and instituted operational and execution rigor.
- Built Affirm’s Channel Sales function from the ground up, establishing scalable go‑to‑market motions with ecosystem partners including Stripe and Shopify.
- Drove accelerated acceptance growth, improved sales productivity, and strengthened collaboration with Product, Marketing, and RevOps.
SVP, Business Development
Extend
New York, New York
10.2019 - 06.2021
- Joined as employee #14 and the company’s first GTM executive, hired to build the full GTM function from the ground up during early, high-growth phase.
- Defined the GTM strategy, operating model, and organizational blueprint; built incentive plans, established processes, and hired the first Mid-Market Sales team.
- Secured foundational partnerships with major Banks and Networks, and created scalable SaaS pricing models for Banks and Fintechs, materially accelerating distribution and credibility.
Global Director, Client Success
American Express
New York, New York
08.2015 - 09.2019
- Recruited from International team to establish a management framework for strategic B2B Payments and Corporate Card partnerships.
- Managed P&L of $4 billion with 300,000 card members.
- Revitalized slow-growing B2B business with Fortune 100 customer by designing a sales process, increasing revenue to $1 billion over three years.
- Developed comprehensive growth tracking model to analyze trends and optimize customer spending behavior.
- Implemented consultative approach for managing strategic customers, enhancing process improvement and key success metrics.
- Enabled growth opportunities in declining partnerships with $1 billion potential revenue.
Head of Sales & CS, Mid Market
American Express
Mexico City
03.2013 - 08.2015
- Promoted to design and implement strategy for aggressive market penetration over three years, leading sales team of 100+ employees and serving 40,000 customers.
- Implemented end-to-end strategy that increased client acquisition rates by 120% in two years, resulting in 40% growth of Amex Corporate Clients.
- Redefined sales talent acquisition and retention strategy, fostering growth mindset through comprehensive change management initiatives.
- Designed onboarding and sales certification programs while redefining sales incentive plans to drive desired behaviors.
- Led transformational project in Operations Department to streamline processes and enhance customer experience for sustained growth.
- Developed and executed data-driven "Know your Amex Client" strategy to collect client data and analyze spending trends.
- Created industry-based packages using insights from client data to stimulate market growth.
- Managed $350M P&L
Business Planning Manager
American Express
Mexico City
03.2012 - 02.2013
- Defined strategies for scaling and enhancing market penetration through consulting project leadership.
- Advised Country Manager and Sales Senior Leadership on performance management to drive organizational transformation.
- Analyzed key behavioral trends to accelerate growth initiatives across departments. Facilitated annual target setting and conducted productivity analysis for sales executives and managers.
- Designed performance management tools that supported overall sales effectiveness. Streamlined processes to ensure alignment among strategy, execution, and performance outcomes.
Senior Strategy Consultant
IBM
Mexico City
12.2011 - 02.2012
- Conducted due diligence and mergers & acquisitions consulting for automotive industry, delivering insights and strategic recommendations for major Japanese auto-parts manufacturer regarding potential joint ventures or acquisition strategies for expansion in Brazil and/or Mexico.
Regional Head of GTM Strategy
CEMEX
Mexico City
04.2009 - 12.2011
- Formulated commercial strategy for ready-mix business in Mexico City, achieving US$180 million in annual sales.
- Proposed market re-zoning and redesigned sales force, resulting in 10% revenue growth within four months.
- Designed demand forecast system using geographical data to eliminate raw material supply issues.
- Resolved production stoppages at ready-mix plants, addressing a decade-long challenge for local management.
Revenue Strategy Coordinator
CEMEX
Mexico City
04.2009 - 04.2010
- Contributed to establishment of Cemex's first Commercial Intelligence department to enhance sales targeting and market insights.
- Designed methodology and analysis model for ready-mix business unit, producing market research for over 50 cities in Mexico.
- Implemented sales strategy that achieved 10% sales increase within one year.
Advised Cemex Mexico President on commercial strategy redefinition for Mexico City, the largest market in the country. - Secured annual budget exceeding $1 million USD for strategic implementation in Mexico City.
Corporate Strategy Analyst
CEMEX
Madrid
09.2007 - 04.2009
- Selected for International Assignment to lead cost reduction and efficiency initiatives amid global economic downturn.
- Conducted profitability and sustainability analysis of ready-mix concrete operations across 50 countries, recommending targeted strategies for growth and withdrawal.
- Developed benchmark analyses tailored to each geographical area to enhance strategic decision-making.
- Evaluated cost reduction and efficiency initiatives, generating savings of USD$350M while assessing regional P&L viability in France, UK, Ireland, and Germany.
Education
Certificate in Leadership Excellence -
Harvard University
12-2019
Bachelor of Science - International Business Management
Tecnologico De Monterrey
Monterrey, Mexico05-2007
Minor - Business
Grenoble Ecole De Management
Grenoble, France12-2006
Skills
- Growth & GTM Executive
- Fintech & SaaS
- Sales, Client Success, Marketing & Partnerships Leadership
- Scaling Revenue
- GTM Strategy & Execution
Languages
English
Native/ Bilingual
Spanish
Native/ Bilingual
Timeline
VP, Revenue
Affirm
12.2024 - 10.2025
VP, Head of SMB Sales & CS
Affirm
08.2022 - 01.2025
VP, Head of Strategic Brands and Mid Market Sales
Affirm
09.2021 - 09.2022
SVP, Business Development
Extend
10.2019 - 06.2021
Global Director, Client Success
American Express
08.2015 - 09.2019
Head of Sales & CS, Mid Market
American Express
03.2013 - 08.2015
Business Planning Manager
American Express
03.2012 - 02.2013
Senior Strategy Consultant
IBM
12.2011 - 02.2012
Regional Head of GTM Strategy
CEMEX
04.2009 - 12.2011
Revenue Strategy Coordinator
CEMEX
04.2009 - 04.2010
Corporate Strategy Analyst
CEMEX
09.2007 - 04.2009
Certificate in Leadership Excellence -
Harvard University
Bachelor of Science - International Business Management
Tecnologico De Monterrey
Minor - Business
Grenoble Ecole De Management