Josu Gurtubay

Co-Founder & COO

2021 - Current

🔹 From childhood, I knew logistics was the backbone of e-commerce—back in the ‘90s, ordering from eBay with my Dad meant waiting months for a delivery. Today, with Cubbo, we’ve redefined what’s possible in LatAm e-commerce: 3M+ orders per year, 85-90% of deliveries in under 48 hours, and scaling across Mexico & Brazil. 📦 Cubbo wasn’t just built to solve a problem—we built it to change the game. I saw the massive gap in e-commerce fulfillment infrastructure and decided to create a solution. 🚀 Cubbo today: ✔ $33M+ projected revenue in 2025 ✔ 500+ team members scaling fulfillment across Mexico & Brazil (80% of the LatAm market) ✔ 3M+ orders processed annually ✔ 20,000m²+ fulfillment space under management My background in consulting allowed me to apply network optimization principles ✔ Cost reduction of 5-10% YoY ✔ With up to 50% savings in cost-to-serve for clients ✔ 85-90% of deliveries in under 48 hours 📈 How do we drive growth for brands? ✔ Great Post Purchase → +37% increase in LTV ✔ Visibility → +20% conversion rate boost ✔ More Trust → +17% AOV ✔ +30% YoY Growth for our customers Our results have raised the bar for the DTC, inspiring the market Unlike most VC-backed startups, we became cashflow positive in 2023, self-financing our growth and ensuring we control our own destiny. 💡 Beyond logistics, what makes Cubbo truly special is our people. Since day one, we’ve obsessed over building a culture where: ✔ Speed, transparency, and a growth mindset drive every decision. ✔ We hire based on attitude and invest in developing high performers. ✔ Every person who joins Cubbo pushes limits and drives innovation. 🚀 Execution is everything. We learn fast, adapt faster, and ensure that anyone who works with Cubbo experiences the best career growth of their life.

Professor of Logistics, Fulfillment & Ecommerce

2020

💡 Knowledge is the only thing you can give without losing it—because when you share it, now two people have it. Teaching has always been a passion of mine—it reflects in how I lead, how I mentor, and how I build businesses. I love seeing people connect the dots, grow, and transform logistics & operations into their biggest competitive advantage, instead of their biggest challenge. 🎓 My goal is simple: ✔ If even one person walks away transforming—then it was worth it. ✔ Latin America needs more entrepreneurs and operators who can execute, scale, and build sustainable solutions. ✔ Seeing students apply what they learn to real-world innovation is what makes this so rewarding. 📈 The impact so far: ✔ 1,000+ students. ✔ The most frequent student feedback at ISDI? “There’s no better way to learn about logistics & ecommerce than from Josu from Cubbo” ✔ Knowing that the work we do at Cubbo isn’t just driving business—it’s inspiring the next generation 🚀 For me, teaching isn’t just about passing on knowledge—it’s about shaping the future of commerce in the region.

Chief Operating Officer

2018 - 2021

💡 WiCore started as an unexpected opportunity. When the director of Logyt invited me to start a business, I had no financial commitments or dependents—so I took the risk. What began as a supply chain consultancy quickly faced an unstable revenue cycle, with some months generating strong income and others struggling. This forced a strategic pivot—from project-based consulting to a fractional COO model, providing companies with long-term logistics expertise for a fixed monthly fee. 📦 So, we built WiCore: ✔ A 5PL asset-light model, allowing multiple brands to scale without upfront logistics investments. ✔ A shift to fractional COO services, stabilizing revenue ✔ $3M+ in revenue, 120K+ ecommerce orders processed annually, and 20+ companies supported. ✔ Managed up to 3 different 3PLs simultaneously, optimizing fulfillment networks. 📈 Tailor-Made Operations ✔ Unilever → Developed a control tower for real-time distribution ✔ Banco Sabadell → Designed and operated a secure inter-branch document logistics system. ✔ Yoyoso → Optimized the distribution network for 200+ retail locations. 💡 During our pivot to a fractional COO and 5PL model, I had the opportunity to consult for AT&T after its acquisition of Iusacell and Nextel in Mexico. They hired me to merge their supply chain and distribution networks—a project that lasted nearly two years. 🚀 This wasn’t just another consulting gig—it was what kept WiCore alive. The AT&T project financially sustained the company until we generated enough revenue. 💡 WiCore was also where I built my first no-code fulfillment system—using Zapier to automate logistics. This product didn’t just become Cubbo’s MVP—it evolved into the core technology powering our fulfillment operations today. 🚀 But my true passion was e-commerce. I knew I had to go all-in—so I sold WiCore’s operations and launched Cubbo.

Supply Chain Consultant

2016 - 2018

Supply Chain Consultant

2014 - 2016

💡 I stumbled into Logyt by chance, but I left transformed. I started with little knowledge, but quickly realized that a company is nothing more than a system of interconnected processes—and the key to scalability is mastering those processes. 📦 At Logyt, I focused on supply chain optimization for some of the world’s biggest brands. 🚀 Key Achievements: ✔ Redesigned distribution networks managing up to $500M MXN annually, delivering a 12.3% cost-to-serve reduction for clients like Nike, Mars Choco, and Bacardi. ✔ Led 5+ large-scale distribution network redesigns, driving operational efficiencies and cost savings. ✔ Mentored under the first person to bring TPM to Mexico from P&G, resulting in a +28-point improvement in Process Reliability (PR). ✔ Fast-tracked from analyst to lead consultant, managing end-to-end logistics transformations across retail, manufacturing, and consumer goods. 📈 How did we make supply chains more efficient? ✔ Primary & secondary distribution network optimization ✔ Transportation procurement & cost-reduction strategy ✔ FTL/LTL logistics efficiency improvements ✔ Shipment consolidation to drive economies of scale ✔ Implementation of TPM for better operational reliability 💡 Biggest takeaway? Thinking strategically is important, but execution is what moves the needle. The ability to diagnose, structure, and execute solutions with precision is what separates good operators from great ones.

Trainee

2014 - 2014

Trainee Program (Top 5 selected from 5,000+ candidates) 💡 My first job, and my first real lesson in business operations. I joined Vasconia’s Trainee program to gain a full view of how a company really works. Over time, I realized something: every business runs on repeatable processes—and optimizing them can create massive efficiencies. I rotated through purchasing, manufacturing, logistics, and operations, but my curiosity led me to request a rotation in commercial and marketing as well. In every area, my obsession with efficiency drove me to optimize processes that used to take days and transform them into tasks that could be completed in minutes using Excel macros. 📦 Few Impacts ✔ Purchasing → Built a macro to automate import cost calculations—a process that previously took days. ✔ Sales → Optimized supermarket data analysis, cutting processing time from 3 days to minutes. 💡 10 Years later, I met Vasconia’s Logistics Director at Cubbo. His first reaction? “You’re the guy who made that Excel? We still use it.” 🚀 Biggest lesson? No matter the industry, companies run on repeatable processes—and those who master efficiency and automation always have the advantage.

Technical Advisor

2014 - 2014

At SINTRA, I worked on one of Mexico’s most ambitious railway projects—the early-stage design of the Tren Transpeninsular Mérida-Cancún (now known as the Tren Maya). 📊 What did we do? ✔ Processed thousands of simulations to determine the most efficient railway configuration. ✔ Optimized variables like track design, operational efficiency, and cost-benefit analysis to ensure smart infrastructure investment. ✔ Built automation tools in Excel, reducing data processing time from days to minutes. 💡 The biggest takeaway? This project wasn’t just about railways—it was about learning how automation can drive better decision-making. Since then, I’ve applied this mindset to every company and system I’ve built, turning manual work into scalable, efficient processes. 🚀 Lesson learned: Productivity isn’t about working harder—it’s about designing systems that work for you.

Project Engineer

2013 - 2014

At InfiNet Wireless, we built long-range telecommunications networks for corporate and government clients, ensuring they had reliable internal communications. 📊 How did we make network design smarter? ✔ Centralized all telecom infrastructure data into Google Earth, integrating data from multiple providers. ✔ Developed an automated visual diagnostic system, enabling faster, data-driven decision-making. ✔ Reduced network design time by 90%, transforming what used to be a time-consuming, manual process into a streamlined, automated workflow. 💡 The biggest takeaway? I learned that one-time optimization = exponential long-term benefits. This project shaped how I approach every business: if a process is repeatable, it should be automated. 🚀 Lesson learned: The best systems aren’t just fast—they eliminate unnecessary work entirely.

Co Founder

2012 - 2013

💡 GOEnerxa was born because my dad always told me I had to be an entrepreneur. With that push, we jumped into the solar energy market—researching suppliers, setting pricing strategies, and analyzing how much money customers could save on electricity bills. Imported solar panels (which are still collecting dust somewhere). We did all the groundwork... but forgot the most important thing: selling. Without customers, you don’t have a business—you have a project on paper. Execution is everything. Research, capital, and even a solid business model don’t matter if you can’t get people to buy. The companies that win aren’t always the smartest—they’re the ones who know how to sell.