Luis Rubén Villalobos Helo Mexico | Commercial leadership and organizational transformation in the packaging industry – Episode 29 – Keru Podcast
Industrial packaging, commercial strategy and a culture of growth
Luis Rubén Villalobos Helo is General Manager of the Industry Division at Novapak Mexico, where he led processes of commercial transformation, organizational development and regional expansion at one of the benchmark companies in custom industrial packaging.
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With more than 18 years of experience at Novapak, he developed commercial, operational and business development areas in multiple regions of the country, consolidating the company's national structure. His profile combines mechatronics engineering, strategic leadership and an e-commerce vision to strengthen the value proposition of tailor-made industrial solutions.
- 📈 Organizational transformation in industrial companies
- 📦 Development of tailor-made packaging solutions
- 🧠 Commercial leadership focused on sustainable growth
- 🌐 Strategy, talent and technology in the packaging industry
A conversation about how to combine technical experience, commercial culture and a vision of the future to scale industrial companies in Latin America.
Luis Rubén Villalobos Helo · Mexico
Luis Rubén Villalobos Helo Novapak was General Manager of the Industry Division Mexico, a company specialized in industrial packaging solutions and custom packaging. With a track record of more than 18 years in the organization, he led various key areas such as commercial management, business development, operations and regional management, consolidating his profile as a benchmark in commercial leadership and organizational transformation within the Mexican manufacturing sector.
Transforming Novapak's Industry Division was an exercise in vision and disciplined execution.
A Mechatronics Engineer from the Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM), Luis also completed a diploma in Engineering at the University of Manitoba, in addition to holding certifications in E-commerce, Leadership (through the John C. Maxwell program) and the enhancement of managerial skills.
The packaging industry needs leaders who understand processes and listen to the customer.
He joined Novapak in 2005 and rose progressively: first as Branch Manager in Chihuahua, then as Commercial Director for almost a decade in Torreón, and later as Business Development Manager, until taking on the role of General Manager of the Industry Division in 2023. From this position he has led sustained growth strategies, the opening of new business lines and the strengthening of the organizational culture.
Leading at Novapak meant understanding that without a commercial structure there is no sustainable growth.
Luis has been key in the professionalization of the sales teams, the implementation of new technologies for sales management and the development of internal talent, promoting an approach based on data, customer service and profitability.
Every industrial packaging solution we delivered was designed like a tailor-made suit.
He has stood out for his skills in team building, sales operations and the leadership of multidisciplinary teams, being a relevant player in the modernization of the industrial packaging sector in Mexico. His strategic vision is focused on commercial sustainability, organizational adaptability and long-term value creation.
Organizational transformation begins when the team understands its impact on the end customer.
He speaks English at a full professional level and currently resides in Coahuila de Zaragoza, from where he has coordinated operations nationwide with a focus on continuous improvement and scalability.
General Manager
Episode 29 · Keru Podcast
