José Miguel De la Peña

Wildcard
DISC Type : csi

Director de marketing at Softys

Peru

Overview

José Miguel De la Peña is a seasoned Marketing Director at Softys with a strong background in business management and financial services. An MBA graduate from INSEAD, he has extensive regional and global experience developing people-centric commercial strategies, previously leading large, impactful teams as a Tribe Leader at Mibanco.

He is passionate about driving business initiatives that generate positive social change and transform peoples lives. His work has focused on creating products that foster financial inclusion, promote economic development, and empower entrepreneurs, particularly women, to achieve their goals.

His teams work on the "Crédito Mujer" product earned both the Platino and Disrupt awards from Fintech Americas for empowering womens economic independence.

Personality Overview

ROI Driven

Friendly But Slow

Requires Proof

They are often friendly and nice, but can sometimes suprise you with their piercing questions  They typically tend to be late adopters even when they seem friendly and excited about what you have to sell They are unlikely to ever become strong champions even when the conversations are going well; you should focus on cultivating other champions

Topics They Care About

Financial Inclusion
At Mibanco, he led the development of award-winning products like #CréditoMujer and #Crediagua, specifically designed to improve lives and provide financial solutions for underserved entrepreneurs.
Empowering Women
He proudly represented Mibanco to accept awards for the #CréditoMujer product, which was created to foster the economic independence of thousands of women.
People-Centric Strategy
He specializes in developing commercial strategies with a focus on people, aiming to understand their realities and offer solutions that tangibly improve their quality of life.

Media Appearances

José has no verified media appearances

Work History

2-2025
Director de marketing at Softys
4-2021 - 6-2024
Tribe Leader Segments and Products at Mibanco, banco de la Microempresa
4-2019 - 3-2021
Chief Marketing Officer at Mibanco, banco de la Microempresa
9-2017 - 3-2019
Marketing Manager Peru & Bolivia at Softys
12-2016 - 9-2017
Sr. Project Manager at Real Time Management

Education

2006 - 2007
MBA from INSEAD
1996 - 2001
Bachelor Business Administration from Universidad del Pacífico (PE)

More Information

Social Presence :

Prographics :

Exp : 22 Location : Peru Job Level : Mid-senior Designation : Director de marketing at Softys
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Insights For Selling To José Miguel

During A Call Or A Meeting

DO's

  • Use phrases like ‘clear proof that’, ‘data shows’ etc.
  • Be prepared for a lot of questions, answer them objectively
  • Help them understand the risk aspect fully while inspiring confidence

DONT's

  • Avoid phrases like ‘trust me’, ‘you will just love it’ etc.
  • Do not sound overly eager, modulate your energy levels especially if you are generally enthusiastic
  • Don’t overhype the product/pitch, keep it measured

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with José Miguel is

  • Clear proof of product value matters to them, followed by others' testimonials and rapport.
  • Will you ever get a clear answer from José Miguel

  • They are likely to give you a clear answer without taking you around in circles. However, if you share a good relationship, they might not be so forthcoming.

Insights For Deal Planning

    How fast (or slow) will José Miguel move?

  • They like to perform full analysis and can take time to make any decision.
  • Can José Miguel take some risk or not?

  • They weigh all decisions systematically and are unlikely to take many risks.

You And José Miguel

Personality Compatibility


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