Where the method comes from

For eight years I was paid to fix operations moving hundreds of thousands of orders and rides a day, on three continents.

What I learned, and it's the opposite of what people think

"No process should depend on someone remembering to do it."

Where I operated

Uber

City launchesColombia

14 cities launched + 14 Greenlight hubs

2015-2018

Rappi

Head of Courier OperationsBogotá

Courier operations in Latin America

2018-2019

foodpanda

Operations DirectorSingapore

3× weekly orders during the pandemic (60k → 180k)

2019-2022

Wolt (DoorDash)

Global Head of Wolt Drive OperationsHelsinki

From 0 to 25 countries, 180 cities

2022-2023

This track record is the founder's experience, not Hey Rubio client results.

Twenty years scaling operations across Latin America, Asia, Europe, and Israel and the Middle East.

Who I've worked with

I had a long road ahead that I didn't understand. Jorge broke it into concrete points I could actually move on. And he got rid of my idea that my company wasn't a tech company — they all are.

CEO · Carolina Caballero Lora, Grabit(Translated from Spanish)

Speaking

TEDxBarrioAbajo · Barranquilla, 2025 — "De PYME a Startup (in Spanish)" · YouTube

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