Rafael Cerda is a seasoned professional with extensive experience in commercial management and digital transformation across various industries. Notable roles include serving as Transformation and Efficiency Manager at Sodexo Servicios de Beneficios e Incentivos, where Rafael led restructuring projects and implemented Agile methodologies, and Regional Manager for Bajío, achieving significant growth. Currently, as Deputy Director of Digital Services at BBVA in Mexico, Rafael oversees digital operations with a focus on auto and home insurance. Previous positions include leadership in sales and operations at Sigma, Financiera Solidar, and Banco Azteca, complementing a strong academic background with a degree in Business Administration from Universidad del Norte de México.
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