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Sebastián
Castellanos Duque

COO of ARCA WW | Partner at Rappi | Ecommerce and Operations at Scale Strategist

"Growth isn't about scaling numbers. Growth is being able to deliver, serve and resolve at the speed the market demands."
Sebastián Castellanos Duque - COO of ARCA WW and Partner at Rappi

Executive Profile

COO of ARCA WW and Partner at Rappi based in Miami, I build bridges between digital strategy and operational execution in complex markets. My leadership combines business vision, logistical precision and multicultural sensitivity.

Ecommerce strategist specialized in sustainable scalability. My expertise includes digital model design, conversion optimization, anti-fraud systems and unit economics management. I've led investments >USD 110M focusing on acquisition, retention and operational profitability.

As a driving force behind Studio ARCA, I transform technical materiality into cultural innovation, facilitating collaborations where global design is expressed through tangible experiences that build narrative and brand value in premium sectors.

USD 110M+

Regional Scaling: Managed investment across 4 countries and Turbo technology deployment at Rappi (2018-2021)

300M+

square feet supplied: Luxury materials in prestige projects under global management with ARCA WW

10+

Years of experience: Career in operations, logistics and ecommerce in highly complex markets: homie.mx, Rappi, ARCA WW.

50+

Collaborations: Strategic alliances with world-renowned artists and designers with Studio ARCA

Professional Experience

2022 – Present ARCA WW

Chief Operating Officer | Miami, Florida

  • Strategic direction of global operations for luxury materials (Stone, Wood, Ceramics)
  • International supply chain management: sourcing, quality control and logistics of sculptural pieces
  • Leadership in creative collaborations (Kelly Wearstler, Vincent Van Duysen) and flagship projects (St. Regis, Four Seasons)
  • Implementation of Environmental, Social, and Governance (ESG) Strategy and oversight of global physical infrastructure in the United States and Mexico
Miami, Florida
2021 – Present Rappi

Business Advisor | Latin America (Part-time)

  • Strategic advisory on regional expansion, financial modeling and last-mile logistical efficiency
  • Negotiation of strategic business alliances for catalog integration into the SuperApp
Latin America
2021 – 2022 homie.mx

Chief Operating Officer | Mexico City

  • Operational scalability of proptech platform through technological models, digital scoring and automation
  • Strategic management of unit economics and investor reporting for institutional funding rounds
  • Consolidation of Forbes "100 startups" positioning through customer experience optimization
Mexico City, Mexico
2018 – 2021 Rappi

Director of Expansion | Latin America

  • Expansion leadership in 7 countries and management of >USD 110M in strategic investment
  • Turbo technology deployment and coverage scaling from 12 to 45+ cities in Mexico
  • Regional Gross Merchandise Volume (GMV) growth >300% Year-over-Year (YoY) through operational optimization and strategic alliances
Latin America
2017 – 2018 Rappi

Director of Operations | Mexico City

  • Operational management of 5,000+ couriers and 22% reduction in delivery times in Mexico City
  • Development of real-time monitoring systems and fleet retention programs
Mexico City, Mexico
2016 – 2017 Rappi

Head of Operations | Santiago de Cali

  • Establishment of the original operating model and design of regionally replicable quality protocols
  • Building and training the initial operations team for 24/7 support
Cali, Colombia
2015 – 2016 ACCIONPLUS Group

Regional Manager | Colombia

  • Business-to-Business (B2B) corporate portfolio management and Customer Relationship Management (CRM) implementation for commercial optimization
  • Design of value propositions and coordination of regional sales teams
Colombia
2013 – 2015 The People Company LATAM

Country Manager | Colombia

  • Country operations leadership (Profit and Loss, strategy) and service portfolio development
  • Management of relations with multinational clients and strategic alliances for positioning
Colombia
2012 – 2013 The People Company LATAM

Senior Business Process Analyst | Guatemala

  • Analysis and optimization of operational processes in Central America using Lean Six Sigma
  • Automation of workflows and executive reporting based on efficiency metrics
Guatemala

Academic Background

Economist and International Negotiator

Universidad ICESI

2008 – 2013 · Cali, Colombia

  • High-quality accredited program with a dual focus: economics applied to emerging markets and business internationalization strategy
  • Development of competencies in econometric modeling, intercultural negotiation and risk management in global value chains
  • Analytical foundation for integrating quantitative rigor with operational execution in highly complex sectors: ecommerce, international logistics and luxury design

Key Competencies

Strategy & Capital

Design of scalable models (Objectives and Key Results, Unit Economics). Reporting to institutional stakeholders and financial communication. Strategic adaptability and resilience in crisis management and volatile environments.

Technical Supply Chain

Expertise in materials (Natural Stone, European Woods, Technical Ceramics). Responsible sourcing management, Venetian terracotta processes and high-complexity international logistics.

Creative Innovation

Facilitating dialogue between design and materiality through platforms like Studio ARCA. Coordination of international launches and intellectual property management in exclusive collections.