Executive move in regional e-commerce: Alejandro Caballero leads SharkNinja's expansion in Latin America
Alejandro Caballero left his position as Senior Director of Commerce at Mercado Libre Mexico after nearly seven years to join SharkNinja as Vice President for Latin America (VP Latam). From this new role, the executive will lead the regional development strategy of the consumer products company, which is experiencing a phase of rapid international acceleration.
From the perspective of next+, Alejandro Caballero's arrival at SharkNinja symbolizes the maturity of executive talent formed in the Latin American e-commerce ecosystem. His transition from operating the largest regional marketplace to leading a global appliance firm demonstrates that competitive advantage in the consumer sector no longer resides solely in product innovation, but in mastering digital conversion, omnichannel penetration, and last-mile logistics. For SharkNinja, having leadership with a comprehensive vision of platform, traditional retail, and mass consumption will be crucial to transforming its international traction into sustainable market share within the various countries of the region.
From the digital platform to direct brand development
This move connects two key aspects of consumer transformation in the region. After operationally building solutions for brands within high-scale digital platforms, Caballero assumes direct management of the portfolio of a company owning categories such as vacuums, kitchen, food preparation, beverages, beauty, and home care under the brands Shark and Ninja.
Caballero's professional profile encompasses over 20 years of experience in sales, trade marketing, e-commerce, and luxury retail:
- Mercado Libre (2019–2026): Held the position of Hardlines Marketplace Director and later the position of Senior Director Commerce Mexico.
- El Palacio de Hierro (2017–2019): Led as eCommerce Director the digital transformation of the department store.
- Digital entrepreneurship: Co-founded and was CCO of Dafiti Mexico and later of OSÖM Mexico.
- Traditional mass consumption: Held commercial positions at British American Tobacco and the Sales Directorate at Pernod Ricard.
- Academic training: He is an industrial engineer from Tec de Monterrey, has a Master's in Finance from EGADE Business School, and an MBA from Saïd Business School at the University of Oxford.
Financial and international acceleration of SharkNinja
Caballero's incorporation occurs in a cycle of strong financial dynamism for the corporation:
- Fiscal year 2025 closing: SharkNinja reached $6,399 million in net sales (a year-on-year increase of 15.7%), with its international revenues growing 20.8%.
- Second quarter of 2026: Global sales grew 22.2%, while the international business advanced 36.6%, driven by performance in Europe and Latin America.