Led commercial operations for this SaaS POS integrated with Uber Eats, Didi Foods, Rappi, Pedidos Ya, and Justo. Pioneered HubSpot-driven inbound marketing strategy and built strategic partnerships across food service, logistics, and software—laying the foundation for AI-powered business transformation.
SaaS LeadershipVictoria Orduna
Co-Founder & CEO
Passionate about the customer journey in SaaS and B2B tech with 10+ years spanning enterprise sales, academic research, and public policy. From leading commercial operations at Popapp to directing government SME programs that analyzed 400+ companies, I bring a unique blend of business acumen and strategic vision. As a key liaison between retailers and technical teams at Flxpoint, I guide businesses toward automation solutions that transform operations.
400+ Companies Analyzed8 Years Research12 Design Awards Led
Areas of Expertise
Strategic leadership built on real-world SaaS and business development success
Commercial Leadership
Head of Commercial experience redesigning inbound marketing and sales strategies. Led HubSpot implementation, optimized team structures, and built strategic partnerships in food service, logistics, and software sectors across LATAM markets.
Research & Academia
8 years of academic research at Universidad Nacional de San Juan combined with Associate Professor experience at Universidad Católica de Cuyo. Brings analytical rigor and data-driven methodology to business strategy and decision-making.
Public Policy & SME Development
4 years as Deputy Director at Dirección de Pymes y Emprendedores. Led the National Design Plan resulting in 12 products with "Sello de Buen Diseño Argentino" and directed SME Observatory analyzing 400+ companies for strategic insights.
Track Record
Proven results across SaaS, outsourcing, and public programs
Driving AI-powered e-commerce automation adoption. Strategic partner collaborations with BigCommerce, Shopify, Amazon, ShipStation, and 3PL providers. Key liaison translating complex automation capabilities into business value for retailers embracing the AI revolution.
AI Automation EvangelistAcademic foundation spanning 8 years of research combined with Associate Professor role at Universidad Católica de Cuyo. This rigorous analytical background enables data-driven AI strategy development and evidence-based decision making for enterprise clients.
Academic ExcellenceDirected the SME Observatory analyzing 400+ companies for strategic insights. Led the National Design Plan resulting in 12 products earning the "Sello de Buen Diseño Argentino"—evaluated by 90 professionals on innovation, sustainability, and quality. Experience now drives AI adoption strategies for enterprises.
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