Leonid Rosas: Pioneering Change and Igniting Growth at Mavi

Leonid Rosas | Mavi de Occidente S.A. de C.V.- Pioneering Change and Igniting Growth | The Enterprise World

In today’s rapidly evolving business landscape, influential business leaders are crucial in shaping industries, driving innovation, and inspiring others to reach new heights. Their vision, expertise, and ability to navigate challenges are key factors that contribute to their success. These influential leaders possess a deep understanding of their respective fields, leveraging their knowledge and experience to make strategic decisions and propel their organizations forward. By staying ahead of trends, embracing emerging technologies, and fostering a culture of innovation, these leaders inspire and motivate their teams to achieve remarkable results.

Leonid Rosas, IT Director at Mavi de Occidente S.A. de C.V. is one of his field’s most influential business leaders. Leonid’s exceptional leadership qualities and strategic mindset have contributed to the success of Mavi, positioning the company as a leader in the market. Moreover, his commitment to excellence and ability to navigate complex business landscapes have garnered widespread recognition and admiration. Simultaneously, his technological prowess continues to shape the future of Mavi and pave the way for extraordinary success.

Entrepreneurship Responsibilities

Leonid Rosas believes that being an entrepreneur carries a multitude of responsibilities. They must engage in comprehensive business planning, making informed decisions about product development, pricing, marketing strategies, hiring, and financial management. They are accountable for managing the financial aspects of the business, formulating budgets, securing funding, and ensuring long-term financial sustainability. Additionally, entrepreneurs oversee day-to-day operations, coordinating activities, managing resources, and ensuring streamlined processes.

Marketing and sales are also crucial responsibilities, where entrepreneurs develop effective strategies to reach target markets, create brand awareness, and nurture customer relationships. As the business grows, entrepreneurs may assume human resources duties, including defining job roles, setting performance standards, and cultivating a positive work culture. They must also embrace innovation and adaptability, continuously monitoring market trends and technological advancements to stay ahead.

Entrepreneurs network and form partnerships to support business growth, actively manage risks through careful planning and mitigation strategies, and provide visionary leadership. They build and lead talented teams, fostering creativity, productivity, and growth. 

Professional Experience

Leonid Rosas has an extensive professional background, primarily serving as Mavi’s CIO for 18 years. Before his tenure at Mavi, Leonid spent over six years in the consulting field, where he led the implementation of technological solutions for organizations across diverse industries, including healthcare, government, technology multinationals, production, and education.

He also holds a professional background as a Systems Engineer and has pursued further education, obtaining a postgraduate degree in Computer Science and Telecommunications. He has also received Project Management training and acquired expertise in emerging technologies such as Blockchain and Machine Learning. In his role as Director of IT and BPM, Leonid possesses notable strengths, including:

  • Technological Ecosystem Management: Leonid Rosas oversees the technological ecosystem of 135 branches across 30 cities, encompassing three distinct commercial brands, each with its online store.
  • Technological Development Leadership: He leads the strategic technological development initiatives within the company, ensuring alignment with business objectives and enabling competitive advantages through innovative solutions.
  • Team Leadership and Development: Leonid Rosas directs and develops multidisciplinary teams in various areas, including cybersecurity, telecommunications, helpdesk, computing infrastructure, business process management, project management office (PMO), data management, and software development.
  • Risk Prevention and Mitigation: He prioritizes risk prevention and mitigation, recognizing the importance of proactive measures to safeguard the company’s technological assets and operations.
  • Collaboration and Continuous Improvement: He consistently promotes teamwork and a service-oriented attitude. He fosters a culture of continuous improvement through efficient project management and the optimization of business processes.

Achievements in Digital Transformation

Throughout his tenure, Leonid Rosas has spearheaded a remarkable digital transformation journey, leading to significant achievements and advancements for Mavi.

Streamlined Operations with ERP: He successfully implemented an enterprise resource planning (ERP) system, overcoming challenges such as resistance to change and process integration complexities. 

Modernized Technology Infrastructure: He led the modernization of Mavi’s technology infrastructure, addressing technical and financial challenges. By prioritizing customer experience and operational optimization, he successfully upgraded information security measures and overall technology capabilities.

Custom App Development: Boldly venturing into custom app development, Leonid Rosas encountered technical obstacles and fostered collaboration across multiple teams and departments. Although some apps initially faced setbacks, lessons were learned, and development processes were improved to align technology solutions with business needs more effectively.

Data-Driven Decision-Making with Business Intelligence: Under Leonid’s guidance, Mavi embraced business intelligence, necessitating new tools and training for staff in analytical skills. Challenges such as data quality, integrity, and accessibility were addressed through improved data governance and the promotion of a data-driven culture.

Successful Entry into E-commerce: Navigating the challenges of online competition and changing consumer preferences, Leonid Rosas led Mavi’s successful foray into e-commerce. Through collaboration between various teams, from platform development to logistics and inventory management, he ensured the creation of a comprehensive e-commerce platform and embraced cutting-edge technologies such as Progressive Web Applications (PWAs).

Agile Methodologies and DevOps Adoption: Recognizing the need for agility in software development and solution delivery, Leonid Rosas initiated the adoption of agile methodologies and DevOps approaches. Overcoming cultural change and cross-team collaboration hurdles, he fostered an agile mindset and collaborative culture, enabling innovation and improved efficiency in technology solutions.

Cloud Migration and Modernization: Currently, Leonid Rosas is leading the challenging endeavor of migrating Mavi’s monolithic ecosystem of proprietary applications to the cloud. This strategic move aims to modernize applications, improve control, and automate processes using specialized tools.

Throughout Mavi’s digital transformation journey, Leonid Rosas has emphasized process maturity and the application of technology across all departments. Recognizing the value of resilience, determination, and adaptability, he has fostered the company’s collaborative and innovative spirit.

Mavi – Retail Excellence

Mavi de Occidente S.A. de C.V. is a reputable retail company with 50 years of experience in the Mexican market. With over 135 branches in different cities, Mavi offers various accessible product lines and services, including home goods, personal care items, and footwear. Through its three commercial brands, Muebles América, VIU, and MAVI Comercio Global, Mavi caters to both the B2C and B2B wholesale markets. 

Diversified Product Offerings

Mavi aims to establish itself as a leading company in the Mexican market, offering a wide range of high-quality products and services. The company primarily focuses on various lines of home products, including white goods, electronics, household appliances, personal care items, and money loans. By prioritizing product quality, customer experience, and exceptional service, Mavi aspires to become the preferred choice for consumers seeking these product categories.


Mavi offers an extensive selection of household appliances, encompassing refrigerators, washing machines, stoves, air conditioners, and more. The company is committed to delivering enduring and well-known brands and ensures superior product quality. Emphasizing energy efficiency and innovative features, Mavi caters to consumer needs and preferences, providing a comprehensive range of options.

Electronics: The company focuses on consumer electronics, such as televisions, stereos, entertainment systems, mobile devices, and accessories. By staying abreast of the latest technological trends, Mavi offers high-quality products with advanced functionalities, resolution, and connectivity options. Customers can rely on the company to provide cutting-edge electronic solutions.

Personal Care: Expanding beyond home products, Mavi offers a diverse range of personal care items, including beauty equipment, hair care products, skincare essentials, and shaving tools. The company prioritizes customer preferences and varying needs, ensuring various brands and quality options. Incorporating advanced technology, Mavi caters to the evolving demands of the personal care market.

Money Loans: Recognizing the financial requirements of its clientele, Mavi provides money loan services. The company addresses the specific characteristics sought by loan applicants. Key considerations include competitive interest rates, an efficient application and approval process, flexible payment terms, suitable loan amounts, transparency in terms and conditions, and a strong commitment to the security and confidentiality of customer information.

Under Leonid Rosas’s leadership, Mavi excels in quality, product variety, shopping experience, and customer service. Through its broad range of products and services, the company strives to fulfill the needs and preferences of its diverse customer base. 

Battling Challenges 

Leonid Rosas has encountered various challenges in his journey toward technology transformation. One of the key hurdles was gaining a deep understanding of the business and organizational culture. This required identifying opportunities and creating technological solutions that drove growth and digital transformation. Another challenge was resistance to change, particularly from users of different generations.

Introducing new technologies and processes was met with reluctance and fear of the unknown. Leonid addressed this by persistently working closely with users, addressing their concerns, and providing the necessary training and support. By highlighting the benefits of these transformations, he successfully alleviated fears and demonstrated the value of technology adoption.

Seeking consensus among peers was also essential for success. Leonid Rosas fostered a collaborative and open environment by working as a team with other leaders within the company. This involved finding common ground, identifying shared interests, and generating win-win solutions. Empathy, active listening, and negotiation skills were vital in gaining acceptance and support for technological initiatives. Furthermore, securing the endorsement and support of the steering committee was crucial for promoting technological transformation.

Leonid established clear and transparent communication, aligning technical initiatives with strategic objectives and addressing concerns and expectations. He built a solid business case backed by data and feasibility studies, shared relevant industry trends and success stories, and actively involved the steering committee in decision-making. Through these efforts, he garnered trust, commitment, and collaboration, ensuring the success of technology transformation initiatives.

Growth Triggers & Mindset

Two pivotal milestones sparked the growth of Mavi. Firstly, implementing an enterprise resource planning (ERP) system provided a strong foundation for expansion and business development. Overcoming initial challenges, the ERP system brought numerous benefits and unlocked growth opportunities.

Secondly, Mavi’s strategic focus on e-commerce, particularly during the pandemic, proved instrumental in driving growth. By investing in and enhancing its online presence, Mavi successfully captured a larger market share and adapted to evolving consumer preferences.

Mavi’s long-standing success can be attributed to its strong convictions, passionate commitment to growth, and continuous improvement. The company’s culture fosters competition with industry leaders, transforming weaknesses into strengths and setting ambitious goals. Mavi has achieved enduring success in the retail industry by embracing a growth mindset and maintaining high standards.

Nurturing Effective Teamwork

Leonid Rosas places great importance on fostering effective teamwork within his company. He believes in the strength of diverse and well-organized multidisciplinary teams, encouraging creativity, innovation, and efficient problem-solving. He encourages open and transparent communication among team members. He actively promotes sharing ideas and perspectives, providing spaces for active participation and collective decision-making.

Leading by example, Leonid Rosas upholds a model of work and collaboration that reflects commitment, work ethic, and passion for their collective efforts. He inspires others by exemplifying the qualities and behaviors he expects from his team members, instilling a positive attitude, strong work ethic, and dedication to excellence.

Leonid employs coaching techniques to develop his team leaders. He identifies each team member’s strengths and talents, working closely with them to promote their professional development. Through coaching, he offers constructive feedback, sets clear goals, and provides necessary support to help them overcome challenges and unlock their full potential.

In assessing talent, Leonid Rosas believes in acknowledging and valuing the contributions of each team member. He collaborates with the steering committee to ensure fair working conditions and compensation that align with employees’ values and dedication. Recognizing and rewarding effort and success is vital in motivating and fostering employee commitment. Leonid firmly believes that a company’s success depends on its team’s talent and dedication.

Therefore, he strives to create an environment where all team members feel valued, inspired, and motivated to perform at their best. He recognizes the importance of continuous improvement and actively listens to his team’s concerns and individual objectives, working together to establish a shared vision that fosters collaboration and helps achieve organizational goals.

Transformative Potential 

Leonid Rosas recognizes the transformative potential of healthcare digitization. He believes this shift offers several benefits, including enhanced efficiency and quality of care through streamlined processes and informed decision-making. Additionally, digitization expands access to healthcare, overcoming geographic barriers and enabling real-time care through telemedicine and mobile health apps. Patients also benefit from improved experiences with tools like online access to medical records, remote monitoring programs, and online communication with healthcare providers. 

Furthermore, digitization drives advances in medical research, allowing for the collection and analysis of vast amounts of data, leading to effective discoveries, treatments, and disease prevention. Mavi places great emphasis on maintaining the security and privacy of patient data, ensuring compliance with data protection regulations. Overall, healthcare digitization holds the potential to revolutionize the industry and bring lasting benefits to providers and patients alike.

Further Steps

Leonid is committed to taking the company further by implementing strategies and initiatives that foster competitive advantages. By providing technological advancements and efficient processes, the company supports the steering committee in achieving objectives and continues to develop its products and services.

1. Exceptional Shopping Experience

Leonid emphasizes the importance of delivering an exceptional shopping experience to customers, both in physical stores and online sales channels. This involves creating an attractive environment, employing friendly and knowledgeable staff, offering convenient payment options, and providing efficient after-sales service. 

2. Omnichannel Presence:

Mavi recognizes the significance of having a strong presence in digital channels to stay ahead. Leonid advocates for integrating online platforms that enable customers to research, compare, and purchase products conveniently. Additionally, the company can offer services such as home delivery, click-and-collect, and customer support through various channels. 

3. Promotions and Loyalty Programs:

Leonid believes in implementing effective promotional strategies and loyalty programs to encourage customer retention and recurring purchases. Mavi can introduce discounts, exclusive offers, cumulative points, and promotional gifts to incentivize customer loyalty. 

Advice for Budding Entrepreneurs and CIOs

Leonid shares valuable advice for budding entrepreneurs and CIOs. He emphasizes the importance of understanding business needs, establishing a clear technological vision, and building a strong tech team. For entrepreneurs, conducting market research, identifying target customers, and aligning technology decisions with business goals is crucial.

They should also prioritize scalability, stay current with technology trends, and seek external advice when needed. CIOs should understand the business, prioritize the customer experience, and encourage team collaboration. Embracing emerging technologies, establishing strong IT governance, and being a strategic leader is essential. Continuous learning, development, and robust technology infrastructure complete the advice, enabling entrepreneurs and CIOs to navigate the technological challenges and thrive in their respective roles.

“Leonid’s commitment to excellence and ability to navigate complex business landscapes have garnered widespread recognition and admiration.”

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