Bernardo Marines

Activist
DISC Type : Cd

Finance Director and Legal Representative at Johnson Electric

Aguascalientes, Mexico

Overview

Bernardo Marines is a strategic finance executive (CFO/VP) with a history of driving business transformation and increasing profitability at firms like Johnson Electric and GE Capital. Holding an MS in Finance and an MBA, colleagues frequently describe him as a top-level professional, exceptional leader, and a great mentor known for his financial strategy and negotiation skills.

During his tenure as CFO at Planigrupo, he was instrumental in transforming the company from a family-managed business to an institutional one, growing from 5 to 27 shopping malls.

Personality Overview

Logical And Quick

Value Conscious

Observative

They can be nudged to make faster decisions by offering what they value.  They respond well to confident salespeople. They don’t always try to control the conversation but neither do they like yielding it fully.

Topics They Care About

Building Finance Teams
Believes that investing in a strong finance team with experts in each area is an essential skill for a CFO to focus on strategic responsibilities like M&A.
Driving Efficiencies
Advocates for making efficiency an ongoing process and part of the company's DNA, rather than a one-time exercise in cutting expenses.
Business Transformation
Has a proven track record of transforming companies, such as institutionalizing a family-managed business and establishing new manufacturing hubs to achieve regional excellence.

Media Appearances

Bernardo has no verified media appearances

Work History

9-2015 - 8-2025
Finance Director and Legal Representative at Johnson Electric
12-2011 - 3-2015
CFO LATAM (Finance Director) at Donaldson
9-2006 - 5-2011
CFO - Finance and Administration Director at Planigrupo
8-2003 - 9-2006
CFO / VP Planning LATAM at GE Capital Solutions

Education

1999 - 2001
MS in Finance from Southern Methodist University
1998 - 1999
MBA from The University of Dallas

More Information

Social Presence :

Prographics :

Exp : 20 Location : Aguascalientes, Mexico Job Level : N/A Designation : Finance Director and Legal Representative at Johnson Electric
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Insights For Selling To Bernardo

During A Call Or A Meeting

DO's

  • Get to the point quickly instead of spending too much time on pleasantries
  • Make sure that they have the necessary authority, they could present false stature sometimes
  • Be crisp while making the pitch

DONT's

  • Don’t expect them to change their mind quickly if they say no once
  • Avoid repeating yourself or making generalizations
  • Don't try too hard to get friendly, let it happen with time

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Bernardo is

  • Conviction in the product matters to them, followed by proof points and strong testimonials.
  • Will you ever get a clear answer from Bernardo

  • They may not be very forthcoming, but they will say no if needed.

Insights For Deal Planning

    How fast (or slow) will Bernardo move?

  • Their decision making speed is somewhere in the middle.
  • Can Bernardo take some risk or not?

  • They can take risks but after weighing up the pros and cons.

You And Bernardo

Personality Compatibility


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