Renata Centurión

Managing Partner and Director, Latin America Winning by Design

Last Reviewed: September 18, 2026

Executive Summary

Renata Centurión leads the Latin American practice of Winning by Design, the Silicon Valley consultancy that treats revenue generation as an engineering discipline — mapping the customer journey across marketing, sales and customer success and designing repeatable processes against it rather than relying on individual sales talent. She is well placed to argue that case, because she spent more than twenty years as the sales talent: her career began in field sales in animal health at Bayer and took her to country manager of Brazilian and multinational companies before she moved into consulting. From São Paulo she advises regional and global B2B companies — among them RD Station, Gympass, Uber Eats and IBM — and she teaches at ESPM, the São Paulo marketing and advertising school, which makes her one of the more visible figures bringing revenue-operations methodology into the Brazilian market.

Career Highlights

• Managing Partner and Latin America Director at Winning by Design, leading the firm’s regional practice from São Paulo; Crunchbase dates her tenure with the firm to 2018.
• More than 20 years in B2B and complex sales, progressing from a field sales role in animal health at Bayer to country manager of Brazilian and multinational companies.
• Faculty member at ESPM, the Escola Superior de Propaganda e Marketing in São Paulo.
• Has advised companies including RD Station, Gympass, Uber Eats and IBM.
• Sales leadership roles earlier in her career at Virbac, Theali Medical Supplies and Tarion-Beck.
• Speaks at Brazilian and international events on revenue operations and sales as a science, and appears on the Winning by Design GTM Signals Podcast Network.

Professional Journey

Centurión did not start in technology or consulting. Her career began in animal health at Bayer, in a field sales role, and she worked her way up through the sales organisation to country manager — a progression she and her interviewers return to often, because it is the source of her credibility with the sales teams she now advises. Along the way she held sales leadership roles at Virbac, another veterinary pharmaceutical company, and at Theali Medical Supplies and Tarion-Beck, keeping her within health and life sciences distribution for the bulk of her operating career.

Between 2008 and 2010 she took an MBA in Marketing and Sales at Fundação Getúlio Vargas, one of Brazil’s leading business schools, formalising the commercial discipline she had built in the field.

Her move into revenue operations took her to Winning by Design, the consultancy founded on the premise that B2B revenue is a designed system rather than an art — that the customer journey can be modelled, instrumented and improved in the way an engineering process can. Crunchbase dates her arrival there to 2018. She now leads the firm’s Latin America practice as Managing Partner and Director, working with the sales, marketing and customer success leaders of companies operating in and into the region.

Her client work has included Brazilian technology companies such as RD Station and Gympass alongside global names including Uber Eats and IBM. Alongside the consulting she teaches at ESPM in São Paulo and speaks regularly at Brazilian and international events, arguing the case for sales as a science. That combination of practitioner background, consultancy and teaching has made her a significant channel through which North American revenue-architecture methodology has reached Latin American B2B companies.

Education

Fundação Getúlio Vargas (FGV)

MBA, Marketing and Sales, 2008 to 2010