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Terra Shuffles Management in U.S. as Part of Regional Plan


The General Manager of Terra Mexico, Gerardo Adame has been tapped to lead operations in the U.S. Hispanic market. He replaces Fernando Rodriguez, who held the top position in Terra U.S. for over a decade.

Gerardo Adame
Gerardo Adame

In an interview with Portada, Terra Global CEO Paulo Castro said the move is part of a broader plan that includes organizing operations into regions, rather than by country. In January, for example, Terra appointed Roberto Barroso as head of the Cono Sur region, leading Terra in both Chile and Argentina.

“We need to be more efficient as a global company,” Castro said about the new management structure. Adame will continue to be based in Mexico City, but as Castro said, “He will be traveling a lot.”

About the departure of Rodriguez, a former Telefónica executive and long-time Terra US head, Castro said: “Fernando was without a doubt very important in the development of Terra in the U.S.” But, he added, these changes reflect the need to compete more efficiently. “Gerardo Adame is the right person for the job; he is an experienced professional and I am sure that he will do an excellent job in the U.S.,” said Castro.

Prior to joining Terra in 2000, Adame was Chief Operations Officer at Infosel Financiero in Mexico City. He is a native of Mexico and a graduate of the Monterrey Technological Institute of Higher Education.

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