The Operators.
Four people lead the agency — a founder/CEO, two co-founders heading content and operations, and the European head. Behind them works a boutique team of more than ten specialists across Guadalajara, Mücke and Caracas. Boutique by design: senior people on every account, not titles inflated for the website.
Founder Manuel García
▸ Guadalajara, México20+ years in B2B industrial marketing across CPG, automation, energy, chemicals, and manufacturing. Industrial Engineer and MBA, faculty member at Tec de Monterrey. Leads the agency's AI-native operating model and brand strategy, and is the creator of the Argos Method, the audit the Diagnostic runs on.
Content Karla Ayala
▸ Guadalajara, MéxicoB2B sales and content expert. Chemical Engineer with 10+ years in industrial B2B — including 8 years at Grupo Pochteca managing strategic accounts like Coca-Cola, Nestlé, and Hershey. Owns content strategy and B2B sales systems. Co-founder of SWM.
Operations Claudia Franceschi
▸ Caracas, Venezuela · Lima, PeruOperations and client success. Part of the Franceschi family behind Franceschi Chocolate (Venezuela, est. 1827). 20+ years in commercial development and brand building across Latin America. Owns delivery quality and the operating discipline that lets the agency scale. Co-founder of SWM.
Europe Alex Reffel
▸ Mücke, Hessen, GermanyEmbedded in Mücke, Hessen — runs SWM's European operations across DACH and adjacent markets. Bilingual delivery in German and English. Background in B2B industrial growth across the Mittelstand.
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