Customer Centricity Is Your Most Powerful Growth Strategy.
SP&E partners with executive leaders in insurance, reinsurance, and professional services to build customer-centric organizations that grow faster, execute better, and lead with purpose.
How We Work With You
Three integrated practice areas — each delivering measurable business impact.
01
TRANSFORM
Culture and customer centricity as a strategic growth lever. From MRI diagnostics to full organizational transformation.
02
EXECUTE
Strategy execution, operational alignment, and performance management. Turning plans into measurable results.
03
LEAD
CEO & Executive Peer Advisory. Confidential peer group coaching for C-level leaders who want to grow as strategists and as people.
Alejandro Ceron
SP&E Founder
Alejandro Cerón has spent 30 years in the rooms where organizational decisions get made — not as an outside observer, but as the executive responsible for the outcome.
As CHRO, COO, and Deputy CEO at global organizations — with over two decades embedded in the insurance and reinsurance world, including 14 years at Marsh & McLennan across Latin America & the Caribbean — he experienced firsthand how culture, leadership, and strategy either align to create sustainable competitive advantage, or diverge into quiet stagnation. He has led organizational transformations across North America, Europe, Latin America, and Asia, working with multinationals and multi-Latinas across demanding market environments.
Today, as Founder of SP&E Consultants and a licensed Vistage Chair in Florida, he brings that same executive lens to every engagement. The critical difference: he doesn’t deliver a diagnosis and leave. He stays through execution — working alongside leadership teams and, when needed, directly with his clients’ own customers — to co-build the improvements that make transformation sustainable.
His methodology is anchored in the Market Responsiveness Index (MRI) — developed by MarketCulture and grounded in the Customer Culture Imperative and Human Culture Imperative frameworks — combined with Human Legends assessments, AI tools including SOFIA (his proprietary strategic AI partner), and three decades of operational judgment that no framework can fully replicate.
In addition to his consulting practice, Alejandro facilitates an exclusive Vistage CEO Peer Advisory Group in South Florida — a confidential monthly forum where CEOs and business owners challenge their thinking and accelerate their most important decisions.
Clients come to SP&E not just for a consultant. They come for the senior partner who has lived their challenges, knows their sector from the inside, and stays until the transformation is real.
Mission
To help executive leaders build competitive advantage through customer-centric strategy — delivering measurable growth, organizational transformation, and sustained market differentiation.
Vision
To become the premier strategic partner for C-level leaders — known for turning customer centricity into competitive advantage, and for building organizations that grow faster, execute better, and lead with purpose.
Values
- Focus on Execution: Delivering results ensuring that every action aligns with our clients’ strategic goals.
- Sense of Urgency: Acting with the agility needed to meet the fast-paced demands of today’s business environment.
- Trustworthiness: Building relationships on a foundation of integrity and reliability.
- Empathy: Understanding and responding to the unique needs of our clients and their people.
- Knowledge & Expertise: Leveraging deep industry knowledge to deliver innovative solutions.
- Collaboration: Partnering closely with clients to co-create success.
SP&E, it’s a company that was born to be, first of all: “Customer Centric” and focused on making the life of leadership easier by designing, acquiring and/or implementing the right processes and tools required to make their firms successful and sustainable.
A new Vistage CEO Group is forming in Miami, led by Alejandro Cerón.
This exclusive peer advisory group brings together CEOs and business owners who meet monthly to share experiences, gain perspective, sharpen their leadership, and make better decisions that drive growth.
If you’re a CEO—or know one—who could benefit from joining, we’d love to connect.
Advisory Board
-The best and brightest
Dr. Linden R. Brown
Linden is a leading management consultant and academic. For over 20 years he has worked with multi-national firms to develop their marketing skill sets and strategies. He has held faculty positions at numerous universities including INSEAD (France), Cranfield Management School (UK) and the University of Technology, Sydney (Australia) and has published 16 books on marketing and strategy.
Christopher L. Brown
Chris specializes in internal culture transformations and marketing toolset development. His previous post as Marketing Director for Hewlett-Packard, South Pacific Region provides him the firsthand knowledge of the challenges facing corporate sales and marketing teams. Mr. Brown also serves as Executive Vice President for Programming for the American Marketing Association, Silicon Valley Chapter.
Juan L. Betancourt
His experience in human capital advising was developed while a partner at Korn Ferry International and Heidrick & Struggles. Previously, he was CEO for Decathlon USA, a division of $30B leading global sports manufacturer & retailer, Decathlon (France). Prior, he was employee 200 at Siebel Systems (now Oracle CRM) and at Procter & Gamble, in the US and Latin America. While in Germany at Puma AG, as CMO & Chief Strategy Officer, he was responsible for re-launching the Puma sports brand globally.
Francia Guzman
The combination of her business (clients and products) and Human Resources experience, with local, regional and global scope, executed at high organizational levels for large corporations, are important contributors in her work.
She holds a degree in Sociology (UNPHU, Dominican Republic), graduate studies in Urban and Regional Development (COLMEX, Mexico), an HR Certificate (University of Miami), and Certifications as a Business Coach (WWABC) and in Assessment Interviewing (Spherion). She co-authored the book Latino Culture: A Dynamic Force in the American Workplace.
Sean Crichton-Browne
Sean works as a senior customer engagement specialist with MarketCulture. He has wide business experience in how companies develop a focus around customers that helps them to grow and prosper. He has deep knowledge and experience in sales and sales management and has owned and managed his own print solutions company for more than 25 years in Sydney. Sean works with MarketCulture clients to identify their needs and what solutions are relevant to satisfying those needs. He has particular knowledge and experience in the service and technology industries.
Monica Perez de la Vega
Mónica is an entrepreneur and marketing expert with extensive experience in operational management and social media.
She currently leads DigiEmprende, a boutique firm specializing in branding and digital marketing for entrepreneurs and small businesses.
Mónica has managed key accounts at Newlink, overseeing communication strategies for Diageo, and served as Trade Marketing & Showroom Coordinator at Safilo, where she increased brand presence by 30% across Latin America. At Arbol Communications Group, she drove branding and communication efforts targeting Spanish-speaking consumers in the U.S. and Latin America.
Additionally, she founded the Mexican Women’s Club in South Florida to support the local community.
She holds an MBA, advanced certificates in Social Media Strategy and BS in Marketing.
Salvador Ceron Aguilar
Doctor in Sciences from ULSA, Master in Business Management and Graduate in Economics from ITAM.
President of the CERON&CO advisory group, where he advises Business Families in their governance, institutionalization and succession processes.
He has a career of more than 30 years in business management, corporate governance and organizational management characterized by his person-centered approach. Independent director of relevant companies in all sectors of national economic activity.
Author of several books and publications on economics, management, leadership, strategy, business governance, ethics, organizational development and family business; professor at universities and business schools.
Hilario Itriago
Hilario (Hil) is an international insurance professional with over 22 years of experience across markets in the UK, Baltics, and LATAM. He held senior roles at RSA Insurance Group, where he served as Regional COO and CEO, managing a $1.2 billion business across six countries. In 2016, he led the sale of the company to Grupo Suramericana.
In 2017, he co-founded Bullfrog Ventures, the first Insurtech ecosystem in LATAM, which was acquired by Rokk3r Inc. in 2019. He currently serves as a Board Member at NetBrokrs Insurance Group and is the President of BOXX Insurance USA. He also holds the role of Chairman and Mentor at LATAM Insurtech, a leading accelerator program in the region.
Mr. Itriago has consistently driven transformation at both strategic and operational levels, particularly in the Insurtech space. He is recognized as a speaker at major industry events and holds a BA from Universidad Metropolitana, as well as an Advanced Certificate for Executives from MIT Sloan School of Management.