Hugo Santos

Sharpshooter
DISC Type : DC

Director of Engineering at auxmoney

Berlin, Berlin, Germany

Overview

Hugo Santos is a Director of Engineering at auxmoney with 18 years of experience building teams and the systems they rely on. His expertise lies in engineering leadership and process improvement, and he holds a certificate in Disruptive Strategy from Harvard Business School Online. People who have worked with him often describe him as creative, innovative, and generous.

He has a core belief that the most difficult challenges are not in code, but in the processes and interactions between people. His career reflects a journey from hands-on coding to a focus on organizational health, team building, and creating clarity on what truly matters for a projects success. He also once took a career break focused on health and well-being.

Unique fact: Hugo has co-founded startups and now dedicates part of his time to mentoring new businesses and entrepreneurs.

Personality Overview

Thorough Evaluator

Precise But Practical

Rigorous & Demanding

More than the product, they care about the effectiveness of the product.  They are not focused on building rapport and relationships. They are very proud of what they do.

Topics They Care About

Engineering Leadership
With 18 years of experience, he has a long track record of building and leading engineering teams at startups and on a global scale.
Process Improvement
He states that he realized early on that the "hardest problems lived in the processes, " a philosophy that guides his leadership style.
Mentoring Startups
A recommendation notes that after participating in an entrepreneurship program, he became a mentor to support new businesses.

Media Appearances

Hugo has no verified media appearances

Work History

1-2026
Director of Engineering at auxmoney
2-2025 - 12-2025
Senior Software Engineering Manager at auxmoney
12-2024 - 2-2025
Technical Program Manager at auxmoney
7-2024 - 11-2024
Health and well-being at Career Break
2-2024 - 6-2024
Director of Engineering at Circuit

Education

2021 - 2021
Other; Certificate in Disruptive Strategy from Harvard Business School Online
2016 - 2016
Friends of Tomorrow from Perestroika/Aerolito

More Information

Social Presence :

Prographics :

Exp : 21 Location : Berlin, Berlin, Germany Job Level : Mid-senior Designation : Director of Engineering at auxmoney
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Insights For Selling To Hugo

During A Call Or A Meeting

DO's

  • When negotiating terms, help them build an impression that they are the ones calling the shots
  • Get to the point quickly instead of spending time doing small talk
  • Speak about competitive differentiation that your product offers

DONT's

  • Do not spend too much time focusing on product tech or features
  • Don’t take too much time in sending them information if they ask for any
  • Avoid being a storyteller and don’t try to oversell

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Hugo 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 Hugo

  • If they decide not to use your product, they will say no clearly.

Insights For Deal Planning

    How fast (or slow) will Hugo move?

  • They can take decisions very fast if you manage to convince them.
  • Can Hugo take some risk or not?

  • The risks don’t matter much to them.

You And Hugo

Personality Compatibility


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