Federico Ferreres Email Address

Senior Vice President Corporate Marketing

Softtek is a global provider of IT services and business process solutions with 12,000 associates across 30 offices in North America, Latin America, Europe and Asia

My focus in on helping other achieve their (ambitious) goals. I bring a broad pallet of experience into my new challenges to drive results and outcomes. I've drafted complete business plans for debt restructuring, selling companies, or advising shareholders. I've run start-ups from start to exit. I've conducted regional research for leading tech vendors. I've lead Analyst Relations efforts, acted as head of marketing for US market, as well as introduced many high impact and innovative programs. I am also intimately familiar with IT, know to program, and act as a coach/mentor for many critical initiatives, including our customer satisfaction & innovation programs. I am results oriented but driven by human values. I believe that most anyone -and usually any group- can achieve their goals if they bring the right attitude and a strong desire to perform and improve day to day. I also like and enjoy making things fun. My background in economics, finance and statistics may be misleading to some. I am generally creative and a bit foolish. It's therefore easy to see me designing innovation workshops, coaching others on proper application of Design Thinking principles, or incorporating game-storming activities in otherwise formal planning processes. Lastly, I believe in being of value. As a marketing professional, researcher, financial advisor or coach, I think that what ultimately defines success is the recognition from those that hired you or worked closely with you in the past (or today). And ultimately, this focus on relevancy and meaning is the best way to approach sales. While I worked for Dr. Zermeno in Mexico, I managed to grow my business unit from less than 5% of company revenues to over 45% when I left. Within Softtek, I was the mentor behind the programs that earned us our largest contracts ever. But I see those results as part of deep belief in being relevant and adaptive, and complementing others to achieve things that only team-play can get.