Carlos Ríos

About Carlos Ríos

MY PHILOSOPHY: As a General Management and Senior Sales Executive, I believe lasting business growth is built on collaboration, with people and customers at the core. Throughout my 20+ years at National Instruments (NI), I\'ve led with this mindset, most recently overseeing a 460-person shared services hub supporting NI’s global enterprise. TAKEAWAYS FROM 20 YEARS OF GM & SENIOR SALES EXPERIENCE WITH NATIONAL INSTRUMENTS- A 360° view of the customer journey and business infrastructure, helping break silos and improve alignment across functions- How to inspire performance by developing people — pushing teams just beyond their comfort zones, where true growth happens- How to scale success: from launching new regional markets and driving international expansion to transforming business models during downturns and turning a shared services unit into a global strategic asset. HOW I MAKE A DIFFERENCE: Trained as a data-driven engineer, I tackle business challenges with structure and logic — but I lead with empathy. I see myself as a coach and teacher, working to empower people and build trust through authenticity and transparency. MY CORE COMPETENCIES: GENERAL MANAGEMENT SKILL SET: Employee Engagement • Talent Strategy • Financial Planning • Shared Services Leadership • Business Automation • Crisis Management • Organizational Culture Change • KPI & Process Optimization • Strategic PartnershipsSALES LEADERSHIP STRENGTHS: New Market Development • Global Expansion • Sales Ops & Enablement • Channel Strategy • Key Accounts • Competitive Intelligence • Sales Coaching • Enterprise Customer Experience

Experience

1. Western Regional Sales Manager

   Bustec

   Oct 2025 — Present · Austin, TX, US

   Spearhead presales and aftersales support for customers across the US Western region, enhancing customer satisfaction.• Drive targeted marketing initiatives, for improved regional engagement.• Deliver business development initiatives in key Bustec industries

Education

• Universidad Católica Santa María La Antigua

  Master of Business Administration - MBA

• Universidad Tecnológica de Panamá

  Bachelor of Engineering - BE

• INCAE Business School

  NI / INCAE Leaderahip Program

• Arizona State University

  Master of Engineering - MEng

Skills

• Pxi
• Control Systems Design
• Robotics
• Testing
• Electrical Engineering
• Fpga
• Instrumentation
• International Sales
• Diadem
• Test Equipment
• Labwindows/Cvi
• Automation
• Management
• Field-Programmable Gate Arrays (Fpga)
• Machine Vision
• Electronics
• Sensors
• Embedded Systems
• Sales Management
• Labview
• Data Acquisition
• Engineering