The Operators.
Four operators running the agency — a founder/CEO and two co-founders leading content and operations, plus the European head. Each owns a real piece of the business — not titles inflated for the website.
Founder Manuel García
▸ Guadalajara, México20+ years in B2B industrial marketing across CPG, automation, energy, chemicals, and manufacturing. Industrial Engineer and MBA, faculty member at Tec de Monterrey. Leads the agency's AI-native operating model and brand strategy, and is the creator of the Argos Method, the audit the Diagnostic runs on.
Content Karla Ayala
▸ Guadalajara, MéxicoB2B sales and content expert. Chemical Engineer with 10+ years in industrial B2B — including 8 years at Grupo Pochteca managing strategic accounts like Coca-Cola, Nestlé, and Hershey. Owns content strategy and B2B sales systems. Co-founder of SWM.
Operations Claudia Franceschi
▸ Caracas, Venezuela · Lima, PeruOperations and client success. Part of the Franceschi family behind Franceschi Chocolate (Venezuela, est. 1827). 20+ years in commercial development and brand building across Latin America. Owns delivery quality and the operating discipline that lets the agency scale. Co-founder of SWM.
Europe Alex Reffel
▸ Mücke, Hessen, GermanyEmbedded in Mücke, Hessen — runs SWM's European operations across DACH and adjacent markets. Bilingual delivery in German and English. Background in B2B industrial growth across the Mittelstand.
BE THE EASY ONE
WITH SWM.
Meet the operators over the Diagnostic: the two numbers — what standing still is costing you and what fixing it costs — calculated in your own data, plus the plan of what gets fixed first. It is paid work, and 100% of it is credited against the fix if you move within 90 days.
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