David Gabriel Serna

Managing Director responsible for the strategy, growth, and profitability of Grupo Sergos, a diversified multi-unit group operating across legal services, accounting, wellness, talent management, and marketing. Since assuming this role, I have led a comprehensive operational and commercial transformation of the organization, delivering more than 110% revenue growth to approximately $100M MXN and scaling the company from roughly 200 to 500 employees. Key initiatives have included the implementation of executive KPIs and performance dashboards, consolidated financial planning, cost structure optimization resulting in a 40% reduction in operating expenses, and a full corporate rebranding and end-to-end digital transformation. I report directly to the Board and principal shareholders and focus on building scalable operating models, strengthening unit economics, and enabling disciplined multi-unit expansion.

Led commercial strategy, marketing, and P&L performance for a diversified business group with operations spanning experiential marketing, hospitality, and specialized services. Oversaw cross-functional teams across sales, digital, and production, driving pipeline expansion, client acquisition, and revenue acceleration initiatives. Consistently exceeded commercial targets, delivering more than $1M USD in revenue while strengthening forecast visibility and conversion performance. Partnered closely with executive leadership to align go-to-market strategy with financial objectives, improve commercial discipline, and enhance the group’s positioning with enterprise clients. Played a key role in structuring scalable commercial processes and performance tracking mechanisms that supported subsequent growth initiatives across business units.

• Led commercial development initiatives across Europe and North America, focusing on sponsorship sales, executive events, and premium industry seminars targeting senior corporate audiences. • Managed full-cycle sales processes including prospecting, value proposition design, negotiation, and account management with Director-, VP-, and C-level executives. • Generated revenue through the commercialization of industry research reports, event sponsorships, and executive participation in conferences, seminars, and leadership forums. • Closed commercial engagements typically ranging from €5K–€10K, building relationships with enterprise clients and global industry leaders. • Coordinated the planning, content development, and logistics of executive-level events, ensuring strong sponsor visibility and high-value networking environments. • Collaborated with research, marketing, and leadership teams to strengthen commercial pipeline, increase sponsor participation, and expand the firm’s international reach.

Promoted to lead high-impact commercial and operational divisions across large-scale entertainment properties and flagship national events. • Served as Executive Director of Sabor es Polanco, Mexico’s leading gourmet food festival, overseeing commercial strategy, sponsorship acquisition, and full event execution. • Directed Food & Beverage commercial operations for the Formula 1 Mexican Grand Prix, managing large-scale hospitality and revenue-generating services. • Led end-to-end project management for corporate, premium, and mass-attendance events ranging from $5M–$20M USD in revenue and 200K–300K attendees. • Designed and executed sponsorship and brand-integration strategies for multinational clients including Santander, Heineken, Diageo, Moët Hennessy, Volvo, América Móvil, Rioja Wine, and Mexico’s Federal Tourism Board. • Personally generated $20M USD in annual revenue, while leading a team responsible for exceeding $30M USD collectively per year. • Drove sustained 30–35% annual profit margins through pricing strategy, cost optimization, and commercial discipline. • Built scalable operational frameworks and commercial toolkits enabling rapid replication of high-volume events and efficient resource allocation. • Oversaw CRM strategy, pipeline management, and performance tracking to enhance sponsorship sales and e-commerce monetization. • Managed institutional and governmental relations for political events and national conventions, ensuring regulatory compliance and strategic positioning.

• Architected and closed strategic sponsorship partnerships for large-scale entertainment properties, transforming event platforms into high-yield revenue channels. • Structured and executed B2B commercial strategies that drove double-digit sponsor growth and strengthened long-term brand alliances. • Generated and secured $10M+ USD in annual revenue (FY 2016–2017) through portfolio optimization, upselling, and strategic account expansion. • Designed revenue pipelines by combining organic lead generation, referrals, and targeted cold outreach to VIP and corporate decision-makers. • Optimized profitability through cost control, financial oversight, and P&L ownership across multiple event projects. • Led cross-functional execution of brand activations, ensuring commercial objectives translated into measurable on-site impact. • Managed high-level relationships with multinational brands and government stakeholders, positioning CIE as a preferred commercial partner.

Global multi-billion-dollar warehouse retailer recognized for operational excellence and ethical business practices. • Managed inventory planning and purchasing strategy at Costco Mexico Headquarters, optimizing stock levels across high-volume product categories. • Improved gross margin performance through demand forecasting, sell-through analysis, and strategic supplier negotiations. • Monitored cross-border supply chain operations between Mexico and the United States, ensuring timely order fulfillment and inventory turnover efficiency. • Analyzed product movement trends and sales velocity to prevent overstock, reduce shrinkage, and maximize working capital efficiency. • Negotiated pricing, payment terms, and logistics conditions with domestic and international suppliers to strengthen cost structure and profitability. • Coordinated procurement cycles, shipment tracking, and replenishment strategies aligned with seasonal and promotional demand peaks. • Contributed to data-driven purchasing decisions using inventory analytics and performance reporting tools at national scale.

Global leader in flexible workspaces and corporate office solutions. • Managed sales and administrative operations for the Mexico City business unit, driving occupancy growth and revenue performance. • Delivered premium, world-class service to multinational clients and corporate accounts, ensuring retention and long-term contract renewals. • Acted as the primary liaison between clients and internal departments, optimizing service delivery and operational efficiency. • Identified upselling and cross-selling opportunities within existing accounts, increasing recurring revenue per client. • Oversaw contract administration, billing coordination, and operational compliance across shared office environments. • Maintained high customer satisfaction metrics by resolving complex service requests in fast-paced corporate settings. • Supported P&L performance by balancing service excellence with cost awareness and operational control.

Selected participant in Disney’s highly competitive International College Program at one of the most visited destinations worldwide. • Operated within Merchandising and Attractions at Magic Kingdom Park, delivering premium guest experiences in a high-volume, world-class entertainment environment. • Completed intensive training in customer experience, retail operations, brand standards, and sales excellence under Disney’s globally recognized service model. • Managed high-traffic retail and attraction areas, maintaining operational precision and exceptional service quality with thousands of daily guests. • Drove merchandise sales through proactive guest engagement, product knowledge, and experience-based selling techniques. • Executed Disney’s operational and safety standards with strict adherence to performance metrics and service benchmarks. • Collaborated in multicultural teams within a fast-paced environment, strengthening leadership, adaptability, and communication skills. Program Admission: Selected through a rigorous international recruitment process, joining a limited cohort of global participants.

XII Generación del Diplomado en Excelencia Anáhuac, Programa de Liderazgo.

13th International Formators Course

Academic program delivered in partnership between The Walt Disney Company and Central Michigan University, combining classroom instruction with hands-on operational experience at Walt Disney World. Received formal training from Disney executives, industry leaders, and university faculty in leadership, marketing strategy, customer experience management, and service excellence. The program integrated academic learning with real-world application inside one of the most operationally sophisticated organizations in the world.