Federico González Watty

Critic
DISC Type : C

Co-Founder and Member of the board at Eficiencia en Medios

Houston, Texas, United States

Overview

As the President and Co-founder of Mexus Media, Federico is a seasoned commercial director specializing in the U. S. Hispanic market. Based in Houston, people often describe him as capable, intelligent, and results-oriented. He is an alumnus of IPADE Business School and Instituto Tecnológico Autónomo de México.

Federico is deeply involved in the entrepreneurial community as a member of the Entrepreneurs Organization in Houston. He is passionate about helping fellow founders scale their businesses and often shares resources and growth-focused programs to support them.

His company helps brands with advanced strategies, like showing two different ads in different languages to viewers watching the same live game.

Personality Overview

Objective Thinker

Negotiator

Precise

They like to do things independently and don’t look for support from others.  They are quite likely to negotiate on pricing or other key terms. They choose to analyze logically and value facts to emotions.

Topics They Care About

Hispanic Market Growth
Champions the U. S. Hispanic market as the world's 5th largest economy and helps brands tap into its immense potential for growth and cultural influence.
Addressable Advertising
Highlights innovative media capabilities, such as delivering different, targeted commercials to two people watching the same live sports game simultaneously.
Entrepreneurial Scaling
Actively promotes programs through Entrepreneurs' Organization to help founders scale their businesses beyond the one million dollar revenue mark.

Media Appearances

Federico has no verified media appearances

Work History

1-2025 - 12-2025
Co-Founder and Member of the board at Eficiencia en Medios
7-2023
President - Co Founder at Mexus Media
1-2021
Member at Entrepreneurs'​ Organization
5-2017 - 1-2025
Co-founder and CEO at Eficiencia en Medios
6-2012 - 4-2017
Comercial Director at Grupo Siete Comunicación

Education

9-2024 - 2-2025
Programa Consejos en Accion from IPADE Business School
2008 - 2009
Diploma from Instituto Tecnológico Autónomo de México

More Information

Social Presence :

Prographics :

Exp : 22 Location : Houston, Texas, United States Job Level : Leadership Designation : Co-Founder and Member of the board at Eficiencia en Medios
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Insights For Selling To Federico

During A Call Or A Meeting

DO's

  • If you can, show them industry reports or analyst comments instead of sharing anecdotal stories
  • Tell them what ROI they can expect
  • Don’t forget to mention how you compare to competition on both features and pricing

DONT's

  • Do not use very emotional or colorful language
  • Avoid pushing them too much to involve other stakeholders unless it is critical
  • Don't give superficial answers, they are easily rattled by them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Federico is

  • Proven ROI, pricing and objective proof points are the factors that sway their decision.
  • Will you ever get a clear answer from Federico

  • They are comfortable saying no if they are convinced that it is the correct decision.

Insights For Deal Planning

    How fast (or slow) will Federico move?

  • They are neither the fastest nor the slowest decision makers, they are somewhere in the middle.
  • Can Federico take some risk or not?

  • They can bear some risk if their analysis backs the decision.

You And Federico

Personality Compatibility


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