Today we’d like to introduce you to Carlos Betancur Gálvez.
Hi Carlos, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
My journey began at the intersection of complex systems and industrial logic. As an Electronic Engineer, I spent my early career managing technical operations and large-scale industrial efficiency for major conglomerates like Grupo Nutresa. This foundation in systems thinking and automation logic became my secret weapon when I pivoted into the business world. In 2011, I made a life-changing move to Spain to pursue a Master’s in Industrial Economics at Universidad Carlos III de Madrid and later an Executive MBA. It was during this period that I discovered the untapped potential of digital ecosystems. While exploring the European market, I saw a massive gap between creative marketing and technical performance. I realized that a marketing funnel is essentially an engineering system where consumer behavior is the variable and conversion is the metric to be optimized. In 2012, this realization led me to co-found BTODigital in Spain, later expanding it to Colombia in 2015. What started as a niche agency has evolved into a regional leader and a 2026 Google Partner Premier. Our team of nearly 90 professionals now helps global brands navigate the complexities of digital transformation across the US, Spain, and Latin America. Today, my focus is on the hyper-automation of marketing. I am passionate about moving beyond traditional methods by integrating Generative AI, computer vision, and advanced automation tools—such as ShopiUP and SEO btodigital—to solve real-world conversion challenges. Throughout this growth, my philosophy has remained constant: “To scale, you have to say goodbye to Batman”. True growth doesn’t come from solo heroes; it comes from cohesive, purpose-driven teams that strive for a 1% daily improvement. Beyond my role as CEO, I am the author of “Digital Marketing: Strategies for the Business Revolution” and have trained over 4,500 people through 200+ conferences, bridging the gap between high-level engineering and strategic business growth.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The road has definitely not been smooth. One of my first and most personal struggles was leaving a stable, seven-year career at Grupo Nutresa in Colombia. This decision created significant family friction, as my father could not understand why I would walk away from a “job for life” to follow my heart and my today-wife to Spain. Professionally, the transition from Electronic Engineering to Digital Marketing was a steep climb. I arrived in Spain in 2011 during a severe economic crisis with a 29% unemployment rate. I had to “evangelize” digital transformation to traditional business leaders who often viewed these strategies as a passing fad. In the early days of BTODigital, I even faced rejection from clients because I was not practicing what I preached; I learned the hard way that “the blacksmith’s house must have steel knives”. Scaling the agency brought its own set of technical and human obstacles. We initially fought costly battles managing complex cloud infrastructure and high talent rotation before realizing we needed to simplify and focus on high-level strategy rather than fighting technical “black boxes”. I also had to actively dismantle the “Batman effect”—a culture of mistrust and information hoarding I had seen earlier in my career—to foster true collaboration within my own team. The pandemic served as a massive stress test that forced us to break paradigms, migrate to 100% virtual operations, and scale rapidly to meet a 41% growth in demand while maintaining service quality. Every struggle along the way reinforced my belief that success is not a stroke of luck, but a consequence of consistent, daily 1% improvements and the discipline to manage growth through data rather than just faith.
Alright, so let’s switch gears a bit and talk business. What should we know?
I want my legacy to be defined by the professionalization of the digital industry and the success of the companies we’ve touched. Beyond metrics and algorithms, I want to be remembered as someone who bridged the gap between complex engineering and human-centered business growth. At BTODigital, we often say that ‘money is just a consequence of doing things right,’ and I want that philosophy to resonate. I hope to leave behind a culture where knowledge is shared freely—without ‘Batmans’ or secrets—and where technology, especially Artificial Intelligence, is used as a powerful tool to elevate human potential and build a more efficient, prosperous world for everyone.
How do you think about happiness?
True happiness for me comes from the constant pursuit of learning and the ability to live fully in the present moment through mindfulness. Professionally, nothing is more rewarding than seeing our clients and team members “shine”—achieving growth that is a direct consequence of excellence and purpose-driven work. On a personal level, my greatest source of joy is my family—my wife and my two children, Julia and Santiago. They are my moral compass; in fact, my guiding principle in leadership is to treat everyone with the same empathy and kindness I would want for my own children. I believe happiness is a “circular life” in equilibrium, where you can put your head on the pillow each night knowing you’ve made a positive impact and improved at least 1% every day.
Contact Info:
- Website: https://btodigital.com
- Instagram: https://www.instagram.com/btodigital/
- Facebook: https://www.facebook.com/btodigital/
- LinkedIn: https://www.linkedin.com/company/btodigital/
- Youtube: https://www.youtube.com/channel/UCyyLlfKbtq-hV8J-tLYXm2Q
- Other: https://carlosbetancur.co/
