Luciano Garcia Aragon

Questioner
DISC Type : c

Marketing Communications Manager at Caterpillar Inc.

Panama City, Panamá, Panama

Overview

Luciano is a Marketing Communications Manager at Caterpillar with a history of advancing within the company. He specializes in developing go-to-market strategies, digital marketing, and channel optimization, particularly for the LATAM region. He holds a Bachelor of Business Administration from John Brown University.

Outside of his direct marketing role, Luciano shows a strong interest in professional development, recently earning a certification in data-driven storytelling and persuasion. He is also a recipient of the prestigious Walton International Scholarship, which fosters global opportunities.

Unique fact: Despite his career in the construction equipment industry, he follows major financial firms like JPMorgan Chase and Goldman Sachs.

Personality Overview

Price-Sensitive

Systematic

Not Easily Convinced

They prefer to analyze every situation thoroughly.
  They generally do not appreciate an overfriendly approach and prefer to stay to-the-point. They are more likely than others to negotiate on pricing and terms.

Topics They Care About

LATAM GTM Strategy
He previously planned and supported the execution of Go-to-Market strategies for building construction products in Latin America for Caterpillar.
Channel Activation
His current role involves developing strategies for channel optimization and activation to promote Caterpillar's products and brand presence.
Data-Driven Persuasion
He recently earned a certification in "Storytelling y persuasión con datos, " indicating an interest in using data to create compelling narratives.

Media Appearances

Luciano has no verified media appearances

Work History

9-2025
Marketing Communications Manager at Caterpillar Inc.
5-2024 - 10-2025
Product Marketing Consultant at Caterpillar Inc.
8-2021 - 5-2024
Industry Sales and Technical Representative at Caterpillar Inc.
1-2018 - 8-2021
Marketing Communications Consultant at Caterpillar Inc.
5-2017 - 12-2017
Intern at Caterpillar Inc.

Education

2014 - 2017
Bachelor of Business Administration (B.B.A.) from John Brown University
1998 - 2012
Bachelor's degree from Colegio Centroamerica

More Information

Social Presence :

Prographics :

Exp : 5 Location : Panama City, Panamá, Panama Job Level : Middle Designation : Marketing Communications Manager at Caterpillar Inc.
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Insights For Selling To Luciano

During A Call Or A Meeting

DO's

  • If you have a lower priced product compared to the competition, call out the same
  • Emphasize on objective proof of ROI, help them do a thorough evaluation
  • Tell them that you will come back if you don’t have a good answer for a question

DONT's

  • Don’t try to be too friendly or informal with them
  • Avoid rushing them, be polite and patient
  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Luciano is

  • Confidence that the product provides ROI, effective pricing and process adherence matter the most to them.

  • Will you ever get a clear answer from Luciano

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Luciano move?

  • They can move at a reasonable pace while making their decisions if they have the necessary information.

  • Can Luciano take some risk or not?

  • They can take risk if they are convinced that they have analyzed the circumstances well.


You And Luciano

Personality Compatibility


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