A-half a century of managerial effectiveness
The beginning
After a successful career in academia, Dr. Bill Reddin, father of the theory of 3-D effectiveness, founded the firm Reddin & Associates that years later would be in operation in 25 countries and whose mission was to disseminate the model of effectiveness in the world.
Expansion to Latin America
After a successful career in the corporate world, Alejandro Serralde Solórzano, guided by Dr. Bill Reddin, founded the firm in Mexico.
Intellectual property
Alejandro Serralde Solórzano acquired all rights and intellectual property of the Reddin Methodology for Mexico and years later for all Spanish-speaking countries.
Global integration
The firm integrates Reddin consultants with current operations in the world and promotes concentrated action in the American, European and African continents.
A-half a century
The firm, with 50 years of international operation, celebrates its 3,000th client, its 100,000th participant and manages to evaluate more than 1,000,000 people around the world.
Our team
FAQ’s
Alejandro Serralde Solórzano
Founder
Alejandro Serralde Rodríguez
Managing Director
Robin Stuart-Kotze
Adviser
He is an eminent author, researcher and developer of organizational diagnostics. He is the author and co-author of 10 books. Two of them he wrote with W.J. Reddin and two others with Alejandro Serralde Jr.
He was President of BGH Central Atlantic, Vice President of Central Corporation and Director of Development of Regina-Hill Group. In 1974 he founded Behavioral Science Systems.
He has a Ph.D. in Organizational Psychology from the University of Warwick.
He lives in Clonakilky, Ireland.
Allison Christilaw
Counselor
His consultative, business and change agent career are summarized in pure leadership.
With more than 25 years of global experience, she has led glamorous consulting firms and built successful teams in the United States and Canada.
Today she is part of numerous boards of directors.
She has an MBA from the University of Western Ontario.
She lives in Toronto, Canada.
Juan Pablo Martínez-Blat
Adviser
He is an expert consultant in family businesses and the design of corporate governance structures.
He is a founding partner of SAAGA, a firm dedicated to the design and operation of Single Family Offices (SFO), which has been operating for more than 20 years.
He has contributed to the design of interventions to improve family-business dynamics.
He has an MBA from IESE in a dual program with the University of Chapel Hill.
He lives in Miami, United States.
Petra Hendriksen
Counselor
She has an amazing track record as a change agent and over 25 years working in management roles at British Telecom, EY and Capgemini, where she has been involved in ambitious transformation projects. In 2020, she decided to join the Reddin firm for Europe and Africa, which she founded in 1985 with her father, Hein Hendriksen. Q She has an MBA from Utrecht University. She lives in Leusden-Zuid, Netherlands.
Roberto Renz
Senior Software Engineer
He has almost 4 decades of experience, of which 3 have been with Reddin Assessments. Throughout this journey, he has contributed to the firm with the development of technology to be able to bring the Reddin methodology to hundreds of thousands. Technology has been linked to evaluating real effectiveness (results) and also behavioral effectiveness (how the result was achieved). The number of applications developed is enormous. Today he leads a team of engineers to develop new technologies to facilitate the incorporation of effectiveness principles. He lives in Colorado Springs, United States.
Iván Ocampo
Product & Customer Success Manager
His solid track record at Reddin Assessments has led him to spearhead the firm’s technological evolution and retention strategy. His management focuses on ensuring customer success and maximizing portfolio profitability, while simultaneously directing the modernization of diagnostic tools into an agile and scalable SaaS platform.
With cross-functional experience in organizational development, business development, and talent management, he acts as a strategic enabler for transformation projects across various sectors throughout Latin America.
In addition to orchestrating the effectiveness of his consulting and technical teams, he is an expert in facilitating high-level programs for the development of managerial skills.
He holds an MBA from the University of Illinois.
Iván Aguilar
Client Success Coordinator
He has more than five years of experience in database management and analysis, which has been key in generating statistical reports to understand features of the organizational culture.
His passion for methodology, statistics and knowing the triggers of behavior have led him to specialize in climate tools and effectiveness orientation.
He has had a career at Reddin Assessments that has led him to functions including: development of new markets, attention to special accounts for Mexico and Central America.
He is an instructor for our Reddin Assessments platform.
Sandra Hurtado
Senior Associate Consultant
She is an instructor for various programs in Mexico and Central America, this has allowed her to help organizations improve their talent decisions, improving organizational development and selection processes, using Reddin Assessments technology.
She is a Systems Engineering graduate and Certified as a Project Manager.
She lives in Mexico and has coverage throughout Central America.
Marién Estrada
CX Administrator
She has 10 years of experience in data processing, systems testing and technology tools. She joined Reddin Assessments in 2019, making successful business connections with clients in Mexico and Central America. In addition, she has developed experience in diagnostic and talent management tools, which has led her to have excellent statistical management of information, helping organizations make better decisions about talent. She lives in Mexico and has coverage throughout Central America.
Bibiana Garduño
Business Development Associate
Bibiana has 20 years of experience implementing processes based on the William James Reddin model. She has supported organizations in Mexico, Central America, and the Caribbean in talent development and organizational effectiveness.
She specializes in designing and implementing results-oriented solutions, such as seminars and training programs, helping teams turn development into measurable performance. Her approach focuses on understanding specific organizational needs to facilitate sustainable changes in leadership. Currently, she are part of the Reddin Assessments team.
Based in Mexico, they provide coverage throughout Central America.
Jannet Juárez
Business Development Associate
She is a human development professional with over a decade of experience helping individuals become more effective at work. Her background ranges from customer service to process auditing.
She uses an approach that integrates data analysis, change management, and talent development to align business strategy with internal culture. Previously, she led projects in organizational climate assessment, training program design, and leadership strengthening across various levels.
She holds a degree in Business Administration from Universidad La Salle, a background that supports her ability to manage resources and teams with a human-centric, results-oriented vision.
Ricardo Martínez
Client Success Consultant
He studied business with a specialization in marketing from the Nueva Granada Military University and has worked with educational institutions that promote the development of managerial and commercial skills in Colombia and Mexico.
In almost a decade, his consulting experience has allowed us to improve team effectiveness, optimize human resources processes and use data analytics to make better decisions regarding talent.
He is passionate about the Reddin model and technology applied to human groups. He instructs specialization programs for users of the tools in Mexico and Colombia.
He lives in Cuernavaca and has coverage for Mexico.
Diana Gutiérrez
Business Development Manager
She has been an instructor of numerous transformation programs in the Andean Region in which her vocation towards social well-being and human development has impacted thousands of people.
She works with clients in Colombia, Peru and Ecuador, managing key accounts and developing new businesses.
She lives in Colombia and has coverage throughout the Andean region.
Efrén Martín
Socio Director – España
He has been a consultant for ambitious organizational transformation projects through the Reddin methodology.
With an impeccable track record of more than 3 decades, he is considered an expert in executive selection and in the design of management systems that facilitate more effective behavior. He has a Master’s Degree in Human Resources Management.
He lives in Bilbao and has coverage throughout Spain.
Alberto Serralde
Finance Manager
After a journey of many years in various positions, he decided to turn his career around and found a passion for Finance, Taxes and Accounting to, thereby, contribute to the global growth of the global business.