Alex Camino joined Softtek in 1995 and today he leads the organization’s marketing and communications efforts worldwide as CMO. His team has contributed to making Softtek one of Latin America’s most successful IT brands, bringing the nearshore industry to global prominence in the process. Camino oversees the company’s brand awareness, demand generation, corporate design and communications strategy, as well as the defining of tools for sales acceleration and to propel customer business. Under Camino's leadership, Softtek has gained attention by leading analysts, including Gartner and Forrester Research, highlighting Softtek as a the only non-Indian vendor to pose serious competition for application outsourcing.