Alex Reffel
Head of Europe
▸ Mücke, Hessen, Germany
I've sold industrial equipment in Colombian refineries and closed deals in Frankfurt boardrooms — in three languages. What I learned is that trust sounds the same everywhere. You just have to earn it in the right words.
Alejandro Reffel didn't just move to Europe. He embedded himself in the most demanding B2B industrial ecosystem on the planet — and built a career that made him indispensable to it.
Born in Venezuela and trained as an Industrial Engineer, Alejandro spent 15+ years mastering the full arc of complex B2B sales: from the oil fields and refineries of Colombia to the corporate headquarters of Frankfurt, from analytical instrumentation to process automation to multi-brand commercial strategy spanning the US, Germany, and Italy. He hasn't observed industrial B2B from the outside — he has lived inside it, deal by deal, market by market, country by country.
His career is a masterclass in high-stakes commercial development. At ABB, he led process analytics sales across Colombia and Ecuador — managing distributors, developing business plans by product line and segment, and selling into some of the most technically demanding environments in the region: refineries, gas plants, transfer stations, engineering firms. At ENGI Group in Frankfurt, he drove business development for multinational industrial accounts across the DACH region. At Venforce GmbH, he leads new product development and strategic marketplace expansion, managing simultaneous commercial relationships with 15+ manufacturers and brands across three continents.
He is trilingual — Spanish, English, and German — not by convenience, but by conviction. He chose to build his professional life in Germany, in the heart of the world's most exacting industrial economy. He understands how Mittelstand CEOs think, how German procurement processes work, and what it takes to earn trust in a market where trust is earned slowly and lost instantly.
At SWM, Alejandro leads European commercial expansion. He's not just a local contact — he's a deeply credentialed B2B executive who brings technical authority, commercial discipline, and genuine market relationships to every conversation.
Fifteen years across Latin America and Europe, spanning oil refineries, corporate headquarters, and multinational accounts, have built something rare: an engineer who sells, a salesman who thinks in systems, and a strategist who learns any market faster than most people read about it.