A regulated market, opened from Zurich
Opened a regulated market from Zurich, and rebuilt the commercial operating layer that had to support it.
The Challenge
Sonect wanted to enter Mexico, one of the most demanding regulatory environments in the region. IFPE licensing brought AML, KYC and KYB requirements that cut across product, legal and operations, and no single team owned the coordination.
On the operational side, the CRM was fragmented and unmaintained, and project coordination was spread across email, chat and disconnected spreadsheets. The commercial team had no reliable view of its own pipeline.
Two problems, interconnected: a regulatory deadline in a market nobody in the company knew, and an operating layer too loose to support it.
The Approach
Market entry: I built the GTM strategy and regulatory roadmap in coordination with the European legal team, mapping IFPE licensing requirements against which Sonect products could operate under which licence tier.
Regulatory work: I coordinated the cross-functional workstream feeding the IFPE audit, aligning AML, KYC and KYB requirements across product, legal and operations. I owned the B2B contact database for LATAM banking partners, over 100 relationships across banking and retail.
CRM redesign: I rebuilt the HubSpot workflows from the contact database up, defining pipeline stages that matched how Sonect actually sold and migrating the existing contact base with cleaned records, to improve lead qualification accuracy and outreach efficiency.
ClickUp implementation: I replaced ad hoc project coordination with a structured workspace, defining team spaces, workflow templates and status conventions, then ran adoption training across the team.
Alongside this, I drafted internal guidelines for how the team used AI and data tools: what data could go into which tool, and what responsible use looked like. Practical and readable rather than a legal document, because guidance nobody reads changes nothing.
The Impact
- Contributed to the Mexican IFPE audit success, the regulatory approval that unlocked the market entry.
- AML, KYC and KYB requirements documented and aligned across product, legal and operations teams.
- Over 100 B2B relationships built and managed across banking and retail in LATAM and Europe.
- HubSpot rebuilt with clean data and a pipeline structure that matched the sales motion, adopted across the commercial team.
- ClickUp replaced ad hoc project coordination across time zones and languages.
Tools & Technologies
HubSpot CRM, ClickUp, Zapier, AML/KYC/KYB compliance