Organizational structure and leadership at APEX

Experience to build. Youth to imagine. Discipline to move forward.

APEX brings different generations and perspectives together around a shared purpose: giving Colombian entrepreneurs access to tools, knowledge and opportunities to develop their businesses and broaden their possibilities.

Its founding team connects commercial experience, business leadership, analysis, technology development and artificial intelligence. Each area contributes a different perspective; coordination turns those perspectives into priorities, decisions and concrete work.

David Peña — General Management and Business Development

A career that connects markets and opens opportunities.

An entrepreneur from a young age, David brings 18 years of professional experience and a career that includes opening offices in different cities, operations with hundreds of bilingual agents and work with more than 50 clients in the United States.

His experience spans sales, telemarketing, BPO, software development, recruitment, SEO and business development. This background helps him connect commercial needs with the people, processes and technology required to address them.

At APEX, his focus is on Colombia: applying the lessons from that career to help entrepreneurs and small businesses strengthen their presence, develop commercial capabilities and create better opportunities.

As CEO, he sets the direction, organizes priorities, coordinates the team and evaluates whether each initiative makes sense for customers and for the sustainability of the project.

His contribution to the team: turning an ambitious vision into an execution plan, commercial relationships and responsible decisions.

Alejandra Cardozo — Strategy and Analysis

The perspective that turns questions into informed decisions.

Alejandra brings an approach that examines information, listens to different perspectives and grounds decisions in facts. Her role at APEX is to help understand what the business needs, what evidence is available and what needs to be checked before moving forward.

Her work connects strategy, opportunity analysis and results tracking. It includes reviewing alignment between what APEX offers, what it can deliver and what its customers need.

This role allows ideas to be evaluated against clear criteria and turns lessons from the project into improvements.

Her contribution to the team: bringing clarity, examining assumptions and guiding growth through verifiable information.

Alejandro Peña — Technology and Development

A new generation that wants to build the future.

Alejandro represents the drive of young entrepreneurs who see technology as an opportunity to create solutions and help transform their surroundings.

His involvement in APEX focuses on technology development: understanding needs, turning them into software components and working on platforms and integrations that can be maintained and evolve.

His profile combines a forward-looking vision with a concrete responsibility: to learn, build, test and improve. Developing APEX will also be an opportunity to strengthen his capabilities through projects, collaboration and verifiable results.

His contribution to the team: bringing fresh perspectives and turning ideas into tools that people can use.

Ángel Peña — Artificial Intelligence and Automation

Curiosity about what comes next, applied to what we need today.

Ángel represents another expression of this new entrepreneurial generation: a willingness to explore possibilities, rethink familiar ways of working and seek solutions through artificial intelligence and automation.

His focus at APEX is to identify tasks that can be simplified, design assistant functions and establish how to assess their usefulness. This work calls for creativity, continuous learning and the discipline to recognize limits and retain human review where appropriate.

His vision for the future has a practical purpose at APEX: helping businesses use new tools with understanding and control.

His contribution to the team: exploring possibilities and developing concrete applications through responsible experimentation.

Armando Peña Clavijo — Commercial and Business Relationships

More than five decades of experience in Colombian commerce.

Armando brings more than 50 years of commercial experience in Colombia. His career offers a perspective shaped by contact with buyers, sellers and the everyday decisions that sustain a business.

Within APEX, this knowledge helps connect the technology offering with the reality of people who negotiate, serve customers and work to maintain their trust.

His work includes guiding commercial relationships, contributing insight into market needs and supporting the development of opportunities and partnerships.

His contribution to the team: connecting innovation with experience in Colombian commerce and the value of relationships built over time.

How work is organized

General Management coordinates four complementary areas: Strategy and Analysis; Technology and Development; Artificial Intelligence and Automation; and Commercial and Business Relationships.

Work follows a shared process:

1. Understand the need: the commercial area gathers the customer’s context.

2. Evaluate the opportunity: strategy analyzes information, objectives and available evidence.

3. Define a viable solution: technology and AI review scope, dependencies and resources.

4. Agree on priorities and commitments: general management coordinates ownership, capacity and terms.

5. Deliver, verify and learn: each area documents results and contributes to improvements.

Each project should have a lead owner, a defined scope and acceptance criteria. The team’s experience guides the work; delivery and results demonstrate fulfillment.

Ambition with discipline

APEX aims to build a culture where experience is shared, ideas are heard and decisions can be explained.

Alejandro and Ángel bring youthful energy to explore. Alejandra’s analysis supports informed choices. Armando’s experience connects the team with Colombian commerce. David’s leadership brings these capabilities together around a business direction.

Growth means turning these complementary strengths into habits: clear responsibilities, continuous learning, results reviews and commitments the team can fulfill.

From Colombia to the world, and from the world to Colombia

APEX was created to connect: bringing international lessons and tools to Colombian businesses, and helping Colombia’s talent and initiatives develop opportunities abroad.

Its ambition is to support people who want to improve their businesses and broaden their opportunities for development. Progress will be gradual, through consistent work and results that support each next step.

Our commitment as a team

We want every entrepreneur who comes to APEX to find a team willing to listen to their reality, understand their goals and propose a viable next step.

Experience guides our decisions; analysis grounds them; technology lets us build; and follow-up holds us accountable for what we agree.

We also believe in opening a path for a new generation of leaders. At APEX, young talent will have opportunities to learn, propose ideas and take on growing responsibilities, supported by the team’s experience and evaluated through their work.

Our ambition is substantial and built on concrete commitments: explain clearly, assign owners, verify deliveries and improve with every experience.

From Colombia to the world, and from the world to Colombia: with vision to imagine, judgment to decide and discipline to deliver.