Avianca names Microsoft executive Rincón as new CEO
BOGOTA - Avianca Holdings has named Microsoft Latin America president Hernán Rincón as its new CEO, replacing Fabio Villegas, who resigned in January.
Rincón will also be CEO of Colombian flag carrier Avianca. Rincón’s appointment ends a CEO search that began when Villegas announced his intention to step down last July.Alvaro Jaramillo Buitrago had served as interim CEO since Villegas’s Jan. 17 departure. Rincón will formally take over April 4.
He will be taking the helm of one of Latin America’s largest airline companies. In addition to Avianca, a member of Star Alliance and one of the world’s oldest airlines with roots dating back to 1919, Avianca Holdings also controls San Salvador-based TACA, Costa Rica’s LACSA, Taca Peru, Guatemala’s Aviateca, Ecuador’s Aerogal, Avianca Brazil, Taca de Honduras and Avianca Cargo.
Avianca Holdings chairman German Efromovich said in a statement that Rincón’s appointment “as the head of Avianca Holdings and Avianca coincides with the beginning of a new phase in which strengthening of the organization is crucial to cope with the changes of the environment. The latter, however, requires a rigorous adjustment of our strategy in order to maintain Avianca’s high quality of service and business competitiveness.”
Rincón said he “will work relentlessly to generate long-term value for our clients, commercial partners and investors, prioritizing operational efficiency and superior service as the only way to maintain the preference and loyalty of thousands of travelers that choose Avianca on a daily basis to travel to America and the world.”
According to Microsoft, Rincón had been “responsible for the long-term business strategy for the 46 countries and territories in Latin America and the Caribbean in which Microsoft has presence.” He oversaw all of Microsoft’s sales, marketing and services operations in Latin America.
