Meet our CEO coaches – Alejandro Cerón
Guiding business leaders to greater success.
BACKGROUND
Alejandro Cerón is the founder of SP&E Consultants (Strategic Partnership & Execution Consultants), a boutique consulting firm specialized in cultural transformation, customer-centric strategy, and leadership evolution within complex organizations. Founded in 2016, SP&E supports companies across insurance, reinsurance, manufacturing, consumer goods, technology, and family-owned businesses undergoing growth, succession, or institutionalization.
With more than 30 years of global experience, Alejandro has led transformation processes in multicultural environments—combining M&A integration, operating model redesign, team alignment, and executive development through a deeply human and tech-enabled lens. His approach bridges strategic thinking with hands-on execution, leveraging digital tools, talent analytics, and AI-powered solutions.
From 2020 to 2024, Alejandro served as Deputy CEO of BMS Re Latin America, where he led the firm’s organic and inorganic expansion, including acquisitions and greenfield operations in Mexico, Colombia, and Brazil. During that period, he also co-founded the Miami Insurtech Advocates (MIA) Hub, a collaborative platform connecting Insurtech, Reinsurtech, and insurance ecosystem leaders across the Americas.
Although deeply connected to the insurance and financial services industry, Alejandro’s strategic vision transcends sectors. He advises traditional and emerging companies seeking to adopt agile models, customer-driven cultures, and leadership architectures aligned with digital, multigenerational realities.
Previously, Alejandro spent over 15 years at Marsh & McLennan, leading Human Resources and Sales Operations across Latin America. Earlier in his career, he held global HR leadership roles at Philips (Netherlands) and built his operational foundation in companies like PepsiCo and Celanese Mexico, working within manufacturing and consumer environments.
Today, Alejandro partners with leaders who seek clarity, speed, and depth in transformation. His value proposition: aligning culture, strategy, and talent—with a deep focus on clients, technology, and sustainable impact.
Helping Leaders Reach Their Full Potential
Janet Fogarty
Vistage Chair since 1993
The rewarding part about being a chair is working with the members and watching the growth over time that they can’t even see.
“The rewarding part about being a chair is working with the members and watching the growth over time that they can’t even see.”
Janet Fogarty
Vistage Chair since 1993
Linda Gabbard
Vistage Chair since 2005
I’m a huge believer in the power of a group. Vistage combines this with the opportunity to work with high-performing CEOs and entrepreneurs. Together we create growth and value for each member, their employees, their families and their entire community.
George Glover
Vistage Chair since 2016
As a CEO, I was blessed to have worked in five countries on three continents, and I thought that just the impact on people I’ve worked with and led was life-changing. But to be able impact those who I don’t directly work with—and their organizations—has been life-changing.
Allen Hauge
Vistage Chair since 1994
The life of a Chair for me has been extraordinarily rich. If you have any orientation toward learning, it’s the best learning experience you will have as an adult, hands down.
“Chairing demands I give others the full range of my experience”
Chair Guillermo Hysaw fought racism on the football field and persevered through Jim Crow. He became a pioneering auto exec and, ultimately, a leader of leaders.
Arturo Lopez
Vistage Chair since 2014
My approach to Chairing is firm, compassionate and resolute. I come from a military background and have worked hard to be an agile Chair. I help my members bring a warrior mindset to challenges so they’re prepared to face anything.
Liza LeClaire
Vistage Chair since 2017
It’s not just helping them be more successful, it’s not just helping them make more money, it’s helping them be a better person.
Dwight Frindt
Vistage Chair since 1994
What unleashes individual’s motivation? What gets team members focused, collaborating and acting effectively for a shared purpose? What keeps organizations productive and agile? These are the questions that drive my passion as a business leader and trusted advisor.
Mark Murphy
Vistage Chair since 2012
I work with CEOs individually and in a peer advisory board format to help them lead more strategically, effectively and substantially on both personal and professional levels. I am passionate about calling forth a leader’s clarity and courage to act boldly in advancing their business.
“I work with CEOs individually and in a peer advisory board format to help them lead more strategically, effectively and substantially on both personal and professional levels. I am passionate about calling forth a leader’s clarity and courage to act boldly in advancing their business.”
Mark Murphy
Vistage Chair since 2012
