Carolina Baffigo

Commander
DISC Type : D

Vice President, Rainscreen at Sto Corp.

United States

Overview

Carolina Baffigo is a building products expert with over 18 years in the construction industry. A Georgia Tech graduate, she has progressed from engineering to a Business Unit VP and now helps sales teams excel as the founder of Project Fluent. People often describe her as energetic, intelligent, and dedicated.

Carolina is passionate about solving complex problems and sharing knowledge, which led her to co-found the Build Perspectives podcast. She is an advocate for women in the AEC industry and explores the impact of new technologies like AI on construction. She has traveled extensively for her work, visiting over ten countries.

Unique fact: Carolinas career began in product design and development, which took her to live and work in Taiwan shortly after graduating.

Personality Overview

Candid & Clear

Strong-Willed

Impact-Driven

They respond better to strong and respectful interactions.  They prefer to be the ones controlling the conversation or defining the terms. More than the product, they care about the impact of the product.

Topics They Care About

Building Products Sales
She founded Project Fluent, a company dedicated to training building product sales reps to be more effective by leveraging technical knowledge and focusing on job site intelligence.
Women in AEC
She actively posts about supporting women in the Architecture, Engineering, and Construction industry, sharing stories and advocating for allies to create fair opportunities.
Rainscreen Systems
As VP at Sto Corp. , she led the rainscreen division, dramatically increasing margins and sales. She also grew sales for porcelain rainscreen systems at Porcelanosa USA.

Media Appearances

Carolina has no verified media appearances

Work History

7-2021 - 6-2025
Vice President, Rainscreen at Sto Corp.
6-2021
Founder & Creator Project Fluent at Project Fluent
10-2019
Co Creator and Co Host at Build Perspectives Podcast
9-2019 - 8-2021
Commercial Sales Los Angeles at Fireclay Tile
7-2017 - 8-2019
Facades Sales and Technical Manager at Porcelanosa USA

Education

1999 - 2003
Master of Science from Georgia Institute of Technology
1996 - 1998
Bachelor from Georgia Institute of Technology

More Information

Social Presence :

Prographics :

Exp : 21 Location : United States Job Level : Leadership Designation : Vice President, Rainscreen at Sto Corp.
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Insights For Selling To Carolina

During A Call Or A Meeting

DO's

  • Help them weigh the risks by sharing objective proof points without becoming too analytical
  • Objectively showcase the impact that your product creates
  • Use phrases like ‘it’s your decision’, ‘strategic impact’ etc.

DONT's

  • Do not spend too much time focusing on product tech or features
  • Don’t focus on process and rules, give the impression of being a ‘gets it done’ person
  • Don’t be in a rush to invite them for a social meet and greet

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Carolina is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Carolina

  • If they are not convinced, they will say no without any hesitation.

Insights For Deal Planning

    How fast (or slow) will Carolina move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Carolina take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Carolina

Personality Compatibility


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