Hi there, thanks for reading my story.
Three Words That Define My Work
Architect. Engineer. Builder.
I love holding the vision, figuring out ways to make the vision happen, and assembling the structures and teams to build it. Whether as a parent, a partner, or at work there in intentionality weaved in.
The Early Days Era
When I was 11, I immigrated to the U.S. with my family. I had to learn English quickly and learned to blend in and adapt, but never forgot what it took to get here.
My grandparents, Cuban exiles who built a fortune after leaving leaving Cuba broke in midlife, paid for my education at Georgia Tech, where I earned both a B.S. and M.S. in Mechanical Engineering.
I started out as a mechanical designer in 1998 in Chicago and then was hired at Motorola as a process engineer, where I:
- Led large-scale facility moves and line reconfigurations
- Designed and built accessible systems for disabled workers
- Fell in love with structured problem solving
Even then, I was turning complexity into clarity, a thread that runs through everything I do.
Systems in the Field: The Builder Era
In 2008, recently divorced and raising three kids alone, I pivoted into the building materials industry.
At Nichiha, I built installer training programs that compressed a two-day process into a six-hour, scalable field training.
I grew the technical department into a field support and design-assist structure that worked hand-in-hand with sales teams. Our team navigated product certifications through Miami-Dade, the Florida Building Code, CCMC, TDI, WUI, and other regulatory bodies. We collaborated with engineers and architects and a manufacturing partner to develop new trim solutions, and localized coating processes and structures, designed a clip that went on to win an architectural award, and launched a train-the-trainer model that empowered dealer reps to deliver technical trainings themselves.
The Leap — From Technical to Sales (2017)
But by 2017, reality hit: technical management wasn’t going to fund three college educations.
So I took the scariest leap of my life out of technical and into sales.
The new sales gig moved me from Atlanta to Los Angeles with three kids and no network.
On the Shoulders of Giants Era
I had a drink-from-the-firehose sales immersion training from great people like the great Mark Mitchell, Zach Williams of Venveo, the great mentors I worked with at Nichiha and others. I started out chasing specs like everyone else, and eventually through much trial and error I learned to lean into what I already had: technical knowledge + 10 years of visiting job sites and troubleshooting on the spot.
When you lean into who you actually are, life gets so much easier
Once I figured out how the channel ran and the entire specification journey along with all of its players I devised a system and a structure that helped me to become the top commercial rep in my company in under 18 months, in a new city (Los Angeles), with a product line I had never worked with (tile and brick)
It paid off very well during COVID as that was the only place you could see anyone in person. I double down on that and I talk about that in my Project Fluent courses and workshops.
Here is the short of it:
Result: $211K/month in sales, $6.4M pipeline, and a machine that kept producing even after I left.
This was the birth of Project Fluent™: a simple, disciplined, teachable field-first sales system.
Turnaround Era — From Rep to VP (2021)
In 2021, I stepped into an executive role leading a struggling rainscreen business unit at a global manufacturer.
I applied the same field systems with a profit-first lens and got these results:
- Sales: $166K → $3.4M
- Margins: negative → 78%
- Pipeline: $1.2M → $40M
- SKUs: 300+ → <90
- Lead flow: 10/mo → 300+/month
All in 3 years.
Profit Arc — Discipline Meets Innovation
As I fought to scale that unit, I realized something:
Innovation without discipline is just expensive chaos.
I built what became the framework that became the core of Profit Arc™:
It is the strategy that transformed a stagnant unit into a high-margin engine.
Conscious Leadership — The Unifying Thread
This story isn’t just about sales or profit.
It’s about conscious growth and innovation: clear seeing, aligned action, systems that respect both numbers and people.
I’ve stood in muddy job sites and battled for resources in boardrooms.
These past 18 years have taught me how to bridge the gap between what looks good on paper and what actually works in the field. And I continue to learn every single day. As the world challenges our industry in ever-evolving ways.
A Unified Mission
I created Project Fluent and Profit Arc™ for the leaders who want more than surface fixes.
I built Project Fluent™ to help sales teams turn job sites into engines of trust and revenue. It’s for the sales person who is starting out, or starting over. For the single parent who wants to put their kids through college while also spending less time on the road and more time with them.
I have been there and lived to tell the tale.
Project Fluent™ is for building products sales people who know they could close bigger deals if they just had the right framework, but don’t have time to dive deep take long, protracted trainings that don’t apply to our industry.
Profit Arc™ is my structured innovation framework. It’s for the building product company or the business unit leader who is tired of innovation theatre and wants results they can apply immediately with minimal expense and direct labor output. I have been there in the trenches and want to give back and share what I know to help you win and to give back to the industry that has given me so much.
Where to Start
For Sales Teams → Project Fluent™: rapid sales enablement for the built environment
🚀 Take the ProjectFluent Assessment (free)
→ Identify your biggest leverage points and leave with a clear 90-day action map
For Leaders & Innovators → Profit Arc™: engineered margin through disciplined innovation.
⚙️ Book a Profit Arc Strategy Session
→ If you’re serious about scaling profitably, we’ll find the levers that move the needle.
Let’s hang out
Or we can just have an intro call and see what we have in common and where we can possibly collaborate.
☎️ Book it here 📟
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