Rivaldo Ferreira Appointed as General Manager of SONDA Mexico

SONDA has appointed Rivaldo Ferreira as the new general manager for its Mexico operations. This leadership transition aims to consolidate the regional expansion strategy of the corporation within its third-largest global market.

According to the corporation, this move coincides with a critical phase of a three-year strategic plan. This plan focuses on internal mobility and the capitalization of specialized talent to improve customer proximity and efficiency in technology solution delivery.

"Mexico represents a fundamental piece within the regional expansion strategy of SONDA. Rivaldo provides experienced leadership, oriented towards results, and a deep understanding of the digital transformation needs of customers in Latin America," says Castiglione, general manager, SONDA.

Roberto Jana, SVP of people, branding, and communications, SONDA, says that the designation reflects the commitment of the corporation to talent development. This allows leaders with a regional vision to continue driving innovation and maintaining proximity with clients in every country where the brand operates.

In previous years, specifically during mid-2025, SONDA identified Mexico as a central node for technological investment in Latin America. This valuation is supported by the country’s position as the second-largest economy in the region and its proximity to the US market. Under a strategic plan valid through 2027, the organization established six growth enablers oriented toward specialization by verticals, including banking, health, retail, and utilities.

The operational diagnosis performed by the corporation in 2025 highlighted that Mexican companies face technical and ethical gaps in integrating AI. These challenges are prevalent in the processing of unstructured data and technology governance. Consequently, the previous strategy focused on developing internal capabilities and robust governance frameworks to facilitate the secure adoption of these technologies.

The vision of SONDA also prioritized the development of smart cities within the national territory. The corporation identified critical opportunities in intelligent video surveillance, digitized transportation, and energy efficiency. Data center infrastructure in Mexico was also categorized as an investment priority. The corporation projected the country as an innovation hub and a multi-country service center capable of meeting demand from North America and the rest of the region.

Rivaldo Ferreira Operational Outlook

Ferreira possesses more than 30 years of experience in the technology services industry, providing a solid technical and operational foundation to address the challenges diagnosed in previous years. Before this appointment, Ferreira served as the vice president of the multi-industry vertical in Brazil and as the regional leader of the utilities vertical. In those roles, the executive managed complex technical projects focused on operational optimization and the transition toward digital innovation models.

From 2026 onward, the management of Ferreira in Mexico, if it goes along with the previous general company strategy, is expected to drive three operational axes:

• Consolidation of Business Verticals: Applying the specialization model to offer tailored solutions in high-impact sectors, leveraging the experience of the executive in markets such as Brazil. 

• Infrastructure Scalability: Supervising investments in technological infrastructure and local talent to strengthen the response capacity of SONDA regarding the growing demand for cloud services and data processing.

• AI Governance and Digital Transformation: Implementing strategies to mitigate technical knowledge gaps in the corporate sector through consultative services and specialized technical support.