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Jose Gonzalo Bisquerra Mora is working to reshape the narrative for Latinos in the corporate world. A native of Venezuela, Jose’s journey to becoming vice president at a Fortune 500 company by his early thirties reflects a deep-rooted understanding of business management. His childhood included periodic travels to Miami, New York, or Los Angeles with his mother to negotiate and purchase clothes, later resold in Venezuela.
The backdrop of Venezuela, marked by skyrocketing inflation and daily supply disruptions, became the canvas on which Jose painted opportunities rather than obstacles. Now, the VP of procurement for the Americas at Haleon attributes the success of Latinos in the corporate world to these core values ingrained in Latin culture:
- Faith and Confidence: Trusting that everything will ultimately turn out for the best. For Bisquerra Mora, “Dreaming is part of the job, and eventually, those dreams become our reality.”
- Equality and Generosity: Embracing racial diversity as a fundamental aspect of a culture woven together by immigrants worldwide. Treating everyone equally, regardless of skin color or financial status, is ingrained in Latin ethos.
- Creativity and Fun: Latin culture’s vibrant ability to create and infuse energy into endeavors is evident in music, costumes, and a lively way of living. As Bisquerra Mora puts it, it’s the fuel propelling them to “go the extra mile with a smile.”
These values serve as keys that unlock doors that might otherwise have remained closed, fostering a vibrant, ambitious, and joyful culture that attracts top talent within the organization to work with Latinos.
In his upbringing, Bisquerra Mora’s parents prioritized integral formation over mere grades, placing significance on a holistic education. Weekends were earmarked for family adventures, while weekday afternoons blended sports, quality time with cousins, and hands-on engagement in the family business
Inspired by his father, Bisquerra Mora left his hometown of Puerto La Cruz to pursue an engineering degree at Universidad Simon Bolivar in Caracas, Venezuela. His journey took him from undergrad in Venezuela to an MBA in Florida, ultimately leading to the creation of a procurement executive program with the London Business School.
“Coming from London, I anticipated a more diverse corporate landscape upon my arrival here,” the vice president explains. “Attending a conference with three hundred participants and only five Hispanics was an eye-opener—a reminder to expand the Hispanic footprint in the corporate world.”
With a career spanning two decades in Venezuela, Germany, Panama, and the United Kingdom, Bisquerra Mora arrived in the United States in 2022 to assume his current role at Haleon, a $30 billion healthcare company. His prior experience at GSK and Procter & Gamble made him a sought-after professional in the procurement field.
He is passionate about encouraging Latinos to perceive the abundant opportunities he envisions for a demographic that, while on a remarkable rise, often earns below the average median American income.
“I have cousins who are as smart as me, holding identical degrees, but they don’t feel equipped to interview at major corporations,” Bisquerra Mora says. “Many highly educated Latinos in the US just need a slight confidence boost to take bigger chances and never punch below their weight. For example, not being a native English speaker can be an asset.”
Contrary to the common belief that a hard accent might be a disadvantage, he emphasizes that he never conceals his accent.
“When communicating a compelling vision or idea, think of great speakers—they use language everyone can understand. Yes, I have a smaller vocabulary compared to someone from the US or the UK, so I meticulously choose my words,” Bisquerra Mora says. “I’ve learned to be direct and certain in my communication. This way, I know where I stand with people, and they know where they stand with me.”
Bisquerra Mora strives for more Latinos to acknowledge that their unique paths amplify their talent perspective rather than render them underqualified.
“Jose has proven to be a very tough, but, straightforward and determined in his approach,” says Steve King, chairman of Europe for Publicis Groupe. “Strategically, he has always tried to find ‘win, win solutions’ that are a benefit to both parties. He brings an unusual bend of creative problem solving but detailed financial acumen.”
In his free time, Bisquerra Mora actively contributes to positive change. He has donated his skills to Save the Children, working pro bono as a buyer and negotiator for the organization, and providing organizational training in Europe and Asia. Now, he is ready to find new ways to give back to his community and the world.
More than anything, Bisquerra Mora hopes someone reads this article and can take a single piece of advice from his journey. He believes in the power of the Hispanics everywhere.
“Even if you’re not feeling completely prepared, aim for the stars, and if you happen to fall a bit short, hey, you’ll still land on the moon,” Bisquerra Mora says. “Look at your background as your secret weapon. When you spot barriers, see them as opportunities. That thing holding you back? It might just be the force that pushes you forward.”
About Publicis Groupe—The Power of One
Publicis Groupe [Euronext Paris FR0000130577, CAC 40] is a global leader in communication. The Groupe is positioned at every step of the value chain, from consulting to execution, combining marketing transformation and digital business transformation. Publicis Groupe is a privileged partner in its clients’ transformation to enhance personalization at scale. The Groupe relies on ten expertise concentrated within four main activities: communication, media, data, and technology. Through a unified and fluid organization, its clients have a facilitated access to all its expertise in every market. Present in over 100 countries, Publicis Groupe employs around 101,000 professionals.
