Xavier Cortina

Critic
DISC Type : C

Sales Director at Global Payments Inc.

Mexico City, Mexico

Overview

Xavier is a marketing and sales leader with over 20 years of experience driving growth in the financial and fintech sectors across LATAM. He specializes in brand strategy, digital transformation, and P&L management, currently leading growth for Global Payments Inc. in Mexico.

He has a keen interest in the principles of elite performance, highlighted by his certification in High-Performance Leadership inspired by Formula 1®. Xavier is also pursuing a Masters degree in AI, demonstrating a commitment to continuous learning and innovation in his field.

Unique fact: He leveraged a global partnership with FC Barcelona to strengthen brand credibility and drive growth among high-net-worth individuals in a previous role.

Personality Overview

Critic

Precise

ROI Driven

It is very likely that they will negotiate pricing or other important terms.  Unless the value is proven by data, they are unlikely to value fancy features. They prefer to do logical analysis and value evidence over emotions.

Topics They Care About

LATAM Growth Strategy
He has extensive experience leading marketing and sales to drive customer acquisition and ROI across Mexico, Chile, Peru, and Colombia for multiple financial firms.
Financial Services Marketing
His career has focused on brand and media strategy for financial products, including banking, remittances, and insurance at companies like BanCoppel and EBC Financial Group.
AI in Business
He is currently enhancing his expertise in modern business strategies by pursuing a Master's degree in AI from NEXT MBA.

Media Appearances

Xavier has no verified media appearances

Work History

11-2025
Sales Director at Global Payments Inc.
6-2025 - 10-2025
Marketing Director LATAM at EBC Financial Group
1-2024 - 4-2025
Director de marketing at Gentera
7-2021 - 7-2023
Head of Marketing - Servicios Financieros at BanCoppel
2-2018 - 6-2021
Gerente de Mercadotecnia at BanCoppel

Education

2-2025 - 2-2026
Master in IA from NEXT MBA
7-2023 - 7-2024
Marketing Director from NEXT MBA

More Information

Social Presence :

Prographics :

Exp : 8 Location : Mexico City, Mexico Job Level : Mid-senior Designation : Sales Director at Global Payments Inc.
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Insights For Selling To Xavier

During A Call Or A Meeting

DO's

  • Use phrases like ‘expect X% improvement’, ‘data clearly shows’ etc.
  • Be ready to answer many clarity-seeking questions and requests for information
  • Tell them what ROI they can expect

DONT's

  • Avoid phrases like ‘trust me’, ‘others just love’ etc.
  • Don’t try to give too many examples of other users, they like to make their own decisions
  • Don’t try too hard to build a relationship with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Xavier is

  • Strong evidence of ROI, effective pricing, and proven data points matter the most to them.
  • Will you ever get a clear answer from Xavier

  • It is not very hard for them to say no if they are not convinced about the decision.

Insights For Deal Planning

    How fast (or slow) will Xavier move?

  • Their decision-making is neither very fast nor very slow, they are somewhere in between.
  • Can Xavier take some risk or not?

  • They can take risks if their analysis shows that it would be worth it.

You And Xavier

Personality Compatibility


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