Originally from Mazatlán, Sinaloa, Osuna discovered his calling for logistics almost by accident, overhearing a conversation between friends that gave him the opportunity to join Skyline Shipping , a local company in Monterrey, and since then, he has traveled a path of constant growth and learning.

Jesús Osuna studied International Business in Monterrey, the city where he has built his professional and family life. At Skyline Shipping, he learned firsthand about logistics operations focused on Central America, the United States, and Canada.

Later, he joined Whirlpool , where he faced one of the biggest challenges of his career, the implementation of Penske as a 4PL operator in all Whirlpool Mexico plants , a project that required breaking down resistance, coordinating multiple areas, aligning processes and transforming the company’s logistics culture.

“It wasn’t just about convincing the logistics team; it was about transforming the mindset of the planners, the transporters, and the entire organization,” Osuna recalled.

The result was a successful project that generated immediate savings and laid the groundwork for new strategies.

One of his greatest achievements at Whirlpool was the creation of a Vendor Managed Inventory (VMI) warehouse in Apodaca, which reduced millions in costs resulting from expedited shipments and improved responsiveness to unexpected customer needs. This flexible solution gave Whirlpool a key competitive advantage.

After nearly five years at Whirlpool, Jesús Osuna took a leap toward an opportunity that would define his career: building the ground transportation department for Hellmann Worldwide Logistics in Mexico from scratch .

Osuna accepted the challenge of developing Hellmann’s land-based business from scratch in Mexico, with the promise of full support from the company.

What started with him alone and a handful of quotes evolved rapidly, and in five years, he formed a team of more than 50 people in the country , consolidated operations, and created a solid structure that is now replicated in Argentina, Brazil, Colombia, and the rest of the Americas.

Due to its success in the region, Osuna was promoted to vice president of ground transportation for all of the Americas, from Canada to Argentina. He currently leads the expansion of Hellmann’s ground service, with a special focus on North America, in a context where nearshoring and customer demands are driving investment in infrastructure, talent, and technology.

Passion for logistics and for life

Jesús lives logistics intensely and considers his ability to solve problems, adapt, and maintain a positive attitude to be his greatest strengths.

“I’m motivated by the adrenaline rush of critical shipments, the feeling of triumph when everything goes well. It’s like passing a test with a hundred points,” he confessed.

Outside of work, Osuna strives to balance her professional responsibilities with her family life and surround herself with friends.

Despite his 24/7 focus on work, he strives to keep his activities under control so he can start each day with clarity and without any issues.

Jesús Osuna envisions his long-term career with a view to continuing to grow toward a global role . Although he doesn’t rule out starting his own business in the future, for now he’s focused on strengthening Hellmann’s land operations and consolidating its expansion in the Americas.

His message to young people interested in logistics is: “ Studying is important, but what really makes the difference is getting involved early in real-life operations , experiencing the challenges, and experiencing the dynamics of international trade from the inside.”

“In logistics, you have to love the adrenaline rush, learn to balance chaos, and always find a way to solve problems. It’s a demanding career, but it also rewards you if you live it with passion,” he added.

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El cargo Jesús Osuna, the architect of Hellmann’s land logistics in America apareció primero en T21.

With five plants and six distribution centers in Mexico, the appliance company Whirlpool responds to local demand as well as to the export of its products. In recent years, it has focused on building a more resilient and integrated supply chain to face today’s logistical challenges .

Carlos Barbery , general manager and vice president for Latin America at Whirlpool Corporation, highlighted in an interview with T21 that, as a result of this strategy, 80% of its supplies and components come from Latin America , with Mexican suppliers being its main allies.

“Over time, we have also been quite agile in making these changes and obviously strengthening our supply chain, investing more in the local chain in general,” the executive stressed in the framework of Whirlpool’s 113th anniversary.

In this regard, he recalled that 10 years ago, 50% of the supplies they used were from other regions of the world , such as Europe and Asia. He also pointed out that 20 years ago, when they began operations in the country, 40% of what was produced in Mexico went to the export market, and today that proportion has risen to 80 percent.

Regarding its logistics network, he said that the company has five factories in Mexico : three are located in Apodaca, Nuevo León, where they manufacture refrigerators, washing machines, components and plastics. Another is located in Celaya, Guanajuato, where stoves and semi-automatic washing machines are manufactured, and another is in Ramos Arizpe, Coahuila, where duplex refrigerators are manufactured.

In addition, the American firm also has six distribution centers , which are located in Apodaca, Villahermosa, Culiacán, Guadalajara, Celaya and the State of Mexico.

“With five manufacturing plants and six distribution centers, we have a wide logistics network and can reach all consumers in all parts of the country,” Barbery told T21.

The executive said that they have had major expansions in their plants in Ramos Arizpe, Coahuila, where they invested 150 million dollars (mdd) to add a production line. The other was in Celaya, Guanajuato, where they announced a disbursement of 25 million dollars , the project of which will be developed in three phases.

“In recent years, we have announced an investment of almost 200 million dollars in Mexico; it is a very strong investment, it is a very strong bet for the country. We are happy and confident that we will obviously be able to be bigger, export more and also supply local demand, like other countries in Latin America,” he said.

He highlighted that Latin America has seen constant growth over the past four years , and for Whirlpool it is the second region in terms of size, relevance and importance, “and it is a focus where we have a great opportunity to continue contributing.”

With the DNA of innovation since its origins, Whirlpool constantly incorporates cutting-edge designs and digital technology into its products to adapt to new consumer demands.

In this sense, the company implements Artificial Intelligence (AI) in its household appliances, such as in a washing machine that can automatically adjust the washing cycles according to the type of clothing and the amount of dirt, as well as in its production plants, where real-time data analysis helps to improve productivity and quality in its manufacturing operations.

They are also increasingly incorporating the Internet of Things into their products and through the Whirlpool mobile app, their users can start, stop, pause and monitor the operation of their appliances from anywhere.

In terms of sustainability, Whirlpool, which has a workforce of more than 11,000 employees in Mexico , is working to reduce its impact on the planet with programs such as Zero Waste to Landfill and the zero carbon emissions plan for 2030 at a global level.

Carlos Barbery considered that this year was “excellent” due to the multiple launches of some products, and also “very volatile” due to the elections in Mexico, the United States and other parts of Latin America.

Looking ahead to 2025, the executive was optimistic that they hope to launch more innovative products with better technology.

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El cargo WHIRLPOOL and its resilient supply chain apareció primero en T21.