Proof in the thread
Xavier Silva, CEO of HEMAV Technology, on Josué Urízar
The full transcript, in his own words. Recorded July 2026.
Josué Urízar was CMO at HEMAV Technology for four years, on its executive committee, building the marketing function of its AgTech platform LAYERS. Xavier Silva was his CEO throughout. This is not a client of The Loom Sprint reviewing an engagement: it is the chief executive he reported to, on what the work was actually worth. The recording is in Spanish; the English below is a faithful translation, with the original underneath each answer.
01Four years together. Why did you renew, year after year?
As you know, at HEMAV and LAYERS we wanted to build a marketing function almost from scratch, and we needed someone who could lead that department independently, covering branding, communications, sales support and lead generation. With you, we got it exactly right. What I have always valued is that, often with very limited resources, you built a marketing structure that works and met the targets we set: year by year, quarter by quarter, month by month, week by week. What I would single out is your autonomy. Every time we identified a need, or you identified it yourself, you turned it into a plan and delivered it, with no need for supervision. And for a CEO, that is worth a great deal.
Original en españolPues bien, como sabes, en HEMAV y en LAYERS queríamos construir un área de marketing prácticamente desde cero y necesitábamos una persona que pudiera liderar de forma autónoma este departamento y llevar tanto el branding como la comunicación, con el soporte de ventas y la generación de leads. Y contigo pues acertamos de pleno, y lo que siempre he valorado de ti es que con recursos muy limitados muchas veces has sido capaz de crear una estructura de marketing que funciona y cumplir los objetivos que nos hemos ido marcando, pues anualmente, trimestre a trimestre, mes a mes y semana a semana. Y lo que destacaría es tu autonomía: cada vez que detectábamos una necesidad, o que la detectabas tú mismo, eres capaz de convertir eso en un plan y ejecutarlo sin necesidad de estar ahí encima, que para un CEO al final esto aporta muchísimo.
02The most concrete impact on the business?
For me, the impact you brought to HEMAV and LAYERS is very clear in four areas. First, you helped us define the value proposition so that it was far simpler, clearer and easier to communicate. Second, you built the entire identity and branding around that value proposition. The third point, and for me it is the essential one, is that you created a recurring lead generation process, which was the main goal behind every other project we had. And fourth, no less important, you raised the standard of all our communications, internal and external, including social media and content, which means the company now projects a far more consistent and professional image.
Original en españolPues para mí creo que el impacto que has aportado en HEMAV y LAYERS es muy claro en cuatro áreas. Primero, nos has ayudado mucho a definir la propuesta de valor para que sea mucho más simple, clara y fácil de comunicar. La segunda es que has construido toda la identidad y el branding alrededor de esta propuesta de valor. El tercer punto, y para mí es fundamental, es que has conseguido generar un proceso de generación de leads recurrente, que era el principal objetivo de todo el resto de proyectos que teníamos. Y la cuarta, y no menos importante, es que también has profesionalizado todo lo que es nuestra comunicación, tanto interna como externa, incluyendo redes sociales y contenido, y que ha hecho que al final la empresa transmita una imagen mucho más consistente y profesional.
03What does he do differently from other marketers?
For me, what sets you apart most is that you combine strategy with execution. I have met plenty of very strategic profiles, but they then need a team of seven to eleven people to execute and make those ideas real. Your profile has that, but you are also very hands on, and with few resources you can plan long, medium and short term, and deliver. So you achieve both. You understand business well. You came from a world completely different from ours, and you went deep and built a strategy that makes sense. That, for me, is what I would single out.
Original en españolBueno, para mí lo que más te diferencia es que combinas tanto estrategia como ejecución. He conocido muchos perfiles muy estratégicos, pero que luego necesitan un equipo de siete a once personas para ejecutar y materializar esas ideas. Y tu perfil pues tiene eso, pero también es muy operativo, y con pocos recursos eres capaz de pensar a largo, medio o corto plazo y ejecutar. Entonces consigues ambas cosas. Entiendes bien los negocios; venías de un mundo totalmente distinto al nuestro y la verdad es que al final has profundizado y has generado una estrategia que tiene sentido. Y eso creo que para mí es lo que destacaría.
04What would you tell a B2B scale‑up CEO considering him?
I would tell them you are a very complete professional. You do not just bring strategy, you can also execute. And in a scale‑up that is essential, because you rarely have large teams or unlimited resources. So having someone who can set the direction, who sets priorities, and who at the same time rolls up their sleeves to get the work done, that is essential. I would also single out that you are very reliable and committed, and that day to day, you are very easy to work with.
Original en españolPues le diría que eres una persona muy completa: no solo aportas estrategias, sino también eres capaz de ejecutar. Y en una scale‑up es fundamental, porque al final normalmente no tienes grandes equipos ni tampoco recursos ilimitados. Entonces tener a alguien que es capaz de definir la dirección, que priorice, y que al mismo tiempo se ponga manos a la obra para ejecutar el trabajo, es fundamental. Y también destacaría que eres una persona muy responsable, comprometida, y que al final es muy fácil trabajar contigo en el día a día.
Recorded by Xavier Silva in July 2026 and published with his permission. The Spanish transcript is lightly cleaned of filler for readability; the words and the meaning are his. The video on this page is the same recording, unedited in substance: every answer plays in full.