Luis Fernando Martinez Arias CEO & Regional Director

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BOARD MEMBER

ÁGIL Know-How SAS

Feb 2025 - Current (1 year 5 months)

CEO

Agencia de Seguros Falabella

Feb 2022 - Current (4 years 5 months)

Leading digital insurance broker in Colombia, integrated into the Falabella ecosystem, renowned for innovative, accessible products that redefine customer experience, driving strategic alliances and sustainable well-being for millions. Profitability & Growth: Transformed the model into a digital broker with physical presence (+350 staff, +55 owned branches, leveraging +27 retail stores and +40 home improvement outlets), boosting EBITDA. Revenue Diversification: Shifted from an exclusive (Falabella) and SOAT-focused model to a multi-channel, digital strategy, prioritizing high-value products to unlock sustainable B2C/B2B revenue streams. Innovative Leadership: Pioneered Colombia’s first fully digital auto and life insurance offerings. Sector

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Global Head of Payments Partnerships

Rappi Inc

Feb 2020 - Feb 2022 (2 years 1 month)

Leadership: 9 leading as a User-Centric Focus: Created a Service Desk for key users, enhancing NPS with swift solutions, embodying the super app's experience-driven DNA. Co-developed 'Paga and 'Botón Bancolombia,' bolstering e-commerce, Rappi

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Head of B2B Rappi Pay

Rappi Inc

Sep 2019 - Feb 2020 (6 months)

Innovative Framework: Built Rappi4Business and its commercial structure as a forging payment alliances for showcasing digital-native adaptability. Strategic Alignment: Aligned teams to achieve product-market fit, scaling payment solutions with a user-centric focus, critical for a super app.

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Country Manager Colombia

VeriFone Inc.

Feb 2016 - Aug 2019 (3 years 7 months)

Achievements Record-Breaking Growth: Doubled revenue in the first year by redesigning the payment value chain, transitioning from a distributor model to a direct operation launched from scratch in just 3 months. Market Dominance: Captured +50% market share against Ingenico with Payments as a Service (Verifone Cloud Services), forging alliances with Bancolombia, CredibanCo, Redeban, and retailers. Strategic Innovation: Developed Payments as a Service and Verifone Cloud Services, integrating field services and apps to compete ahead of market liberalization and Decree 1692 of 2020.

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Director of Specialized Commercial Teams

Grupo Bancolombia S.A.

Jul 2012 - Feb 2016 (3 years 8 months)

Achievements Financial Growth: Doubled consumer loans in 2012 and grew the portfolio by 50% annually, leading +70 team members with a $150M USD budget. Strategic Innovation: Secured 15% revenue share in e-commerce and digital payments, driving sustainable growth and supporting validations for initiatives like Ahorro a la Mano (now Nequi) and new acquiring models. Client-Centric Approach: Leveraged expertise in complex financial instruments (derivatives, synthetic credits) to address SME and corporate pain points, advancing digital payment innovation.

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Trader - Mesa de Dinero Tesorería

Grupo Bancolombia S.A.

Feb 2007 - Current (19 years 5 months)

Como Trader en la Mesa de Dinero de Tesorería, fui responsable de la gestión de operaciones financieras, incluyendo la compra y venta de instrumentos de deuda y divisas, así como la evaluación de riesgos asociados. Atendía directamente a clientes corporativos y personas naturales, distribuyendo productos financieros complejos como derivados, créditos sintéticos y divisas. Aunque las ventas no son el enfoque principal de este rol, mi experiencia en la atención al cliente y la comprensión de sus necesidades me permitió ofrecer soluciones financieras adecuadas, fortaleciendo así las relaciones comerciales y contribuyendo al éxito de la mesa.

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Inventory Manager

FESA S.A., CARVAJAL TECNOLOGÍA Y SERVICIOS, GRUPO CARVAJAL

Jul 2005 - Feb 2007 (1 year 8 months)

Carvajal,aprintingleaderwith121years,operatesin+12countrieswith+23,000employeesand+$4BCOPinrevenue.Optimizedinventory,maximizingROEandensuring 95%servicelevels.

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Distribution Center Analyst

Laboratorios JGB S.A.

Oct 2004 - Feb 2005 (5 months)

Leadership Development: Led +20 team members at JGB's Distribution Center, optimized external transport, and secured ISO 9001 and INVIMA certifications as interim manager (Logistics Manager and Distribution Center Head), reporting to the COO.

Luis Fernando Martinez Arias

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