A successful leader recognizes the importance of embracing technological advancements in business to enhance overall organizational efficiency. Leticia Latino, the CEO of Neptuno USA, Corp., exemplifies this understanding through her leadership, which has transformed Neptuno from primarily a tower manufacturer into a globally recognized provider of technology-driven products and services.

Leticia’s unique approach, characterized by her willingness to engage socially with coworkers and clients, has enabled her to deliver customer-oriented solutions effectively. She embodies essential leadership qualities such as decisiveness, adaptability, and curiosity. However, she emphasizes that a true leader must also possess a sense of humanity to build meaningful relationships within the organization and with clients.

CIO Look is pleased to feature Leticia Latino, recognizing her significant contributions to the telecommunications industry in its latest edition, “Transformational CEOs.” Below is an overview of her inspiring journey.

Leticia proudly describes the Neptuno Group as a family affair. Her father, Baldassare Latino, founded the company in 1972 in Venezuela after emigrating from Italy in search of better opportunities. Leticia has witnessed firsthand the qualities of leadership and entrepreneurship throughout her life. At 85 years old, Baldassare still serves as CEO of the group of companies, while Leticia leads Neptuno USA. After working for several years with Merrill Lynch and telecom giant Nortel Networks, she embraced the challenge of expanding the company’s reach into the United States in 2002. Her vision included exploring innovative ways to prepare the company for the impending technological revolution.

Under Leticia’s guidance, Neptuno has successfully patented several tower designs and integrated three-dimensional technologies into site surveys, tower mapping, and virtual telecom asset libraries. The company has also played a vital role in developing NAAP, a telecom asset management software designed to help manage asset life cycles efficiently. Furthermore, Neptuno is actively involved in the Smart Cities movement through one of its spin-offs, SmartTecPort, which aims to create intelligent infrastructure for urban environments.

Leticia firmly believes that fostering a culture of innovation can profoundly impact leadership, enhancing organizational learning and encouraging a spirit of creativity. She acknowledges that innovation is inherently tied to change, making it a challenging endeavor to shift a company’s culture. The key to success lies in engaging the entire organization in the creation of something truly transformative. In her case, Leticia emphasizes Neptuno’s commitment to the Smart City vision as the company transitions from a traditional structure provider to a smart infrastructure provider. Despite this significant transformation, she remains dedicated to leveraging the company’s years of experience to propel it into the next chapter of its evolution. “When someone pointed out the inspiring legacy of my father as an enabler of the Cellular Revolution, and now I’m committing our company’s path to the Smart City revolution, taking that ‘baton’ forward is truly meaningful to me,” Leticia shares.

Currently, Neptuno focuses on three main verticals: tower engineering, manufacturing and build-to-suit (BTS) projects; IoT asset tracking; and Smart Cities. The company was established during the Cellular Revolution, initially installing utility poles. However, as the demand for cellular infrastructure surged, Neptuno recognized a compelling market opportunity and adapted its offerings accordingly. The rapid pace of network expansion created a need for companies that could quickly satisfy the demand for products and services, positioning Neptuno for substantial growth.

Neptuno was among the first manufacturers and installers of wireless towers in the Americas, having completed approximately 10,000 installations to date. In 2005, under Leticia’s leadership, the company identified a pressing need for tracking telecom assets as operators expanded rapidly, leading to challenges with data centralization and inventory accountability. Currently, the NAAP initiative is focused on integrating IoT technologies to enhance asset tracking capabilities. In 2018, Neptuno made a strategic decision to actively engage in the Smart Cities initiative by forming SmartTecPort, a company dedicated to creating artistic smart infrastructure that allows cities to adopt new technologies like 5G while preserving their aesthetic appeal.

When it comes to competition, Leticia maintains a unique perspective. “I prefer not to get too caught up in what competitors are doing. Instead, I concentrate on cultivating strong and authentic relationships with our customers to identify their needs,” she explains. This customer-centric approach allows Neptuno to gain insights into competitors’ products and strategies while fostering a collaborative business environment.

To navigate competition effectively, Leticia emphasizes the importance of building lasting relationships with customers, which in turn provides valuable information regarding competitors’ offerings and agendas. She likens her business strategy to a long marathon, striving to keep Neptuno insulated from the immediate pressures of competitive influences.

Neptuno prides itself on being an innovative solution provider, with a focus on tailoring customized solutions rather than offering generic products. “Engineering the right solution is an art, and Neptuno excels at it,” Leticia asserts. As a result, the company has created several iconic structures that have garnered international acclaim for their engineering design, as well as numerous patents and trademarks. Navigating the complexities of a family business presents its own challenges. Leticia acknowledges that there are moments when one might feel constrained, yet she also recognizes the freedom to chart her own course, stating, “You are the one driving the bus.”

As a privately-owned company, the prospect of partnering with “smart money” is sometimes considered, as it could help Neptuno reach its full potential. For now, however, Leticia and her team remain focused on their three verticals, with particular emphasis on Smart Cities, recognizing that disruption in this area is inevitable.

Leticia has received numerous accolades, including the 2018 Women in IoT award from ConnectedMagazine, and has been recognized as one of the leading women in telecom by TowerXchange, the Wireless Industry Association, and AGL magazine. Additionally, she actively participates in the Smart City Council Task Force and the WIA City Networks Task Force while mentoring young women aspiring to build careers in telecom.

Neptuno has also been recognized as a finalist in the 2019 WeInnovate! Program, an initiative by the Women’s Business Enterprise National Council (WBENC) aimed at showcasing expertise in critical innovation areas for corporate members. Beyond her professional achievements, Leticia is passionate about fostering “human connections” through her Back2Basics Podcast and the #Time2Reconnect movement, which she founded to encourage meaningful interactions in an increasingly digital world.

In summary, Leticia Latino’s leadership journey at Neptuno USA exemplifies the integration of innovation, technology, and a customer-focused approach in the telecommunications industry. Her commitment to advancing Smart Cities and fostering authentic relationships with clients positions Neptuno as a leader in the field, paving the way for a future where technology and human connections coexist harmoniously.