Prior to joining Falck, she held senior leadership positions at Telefónica Colombia and Avantel, gaining extensive expertise in scaling subscription-based business models across B2C and B2B segments in highly competitive markets — an experience she has continued to draw on and develop throughout her time at Falck Latam. She holds a solid academic foundation in international business, strategy, and digital management, complemented by broad operational and strategic experience across the region.
In her new role, Catalina Giraldo will join Falck's Group Executive Management and be responsible for leading the continued growth and development of the Latam region.
"I want to thank Gorka for his outstanding contribution to Falck and the Latam region over the past five years. He leaves the region in great shape, and I am confident that Catalina is the right person to take it forward. She knows the business inside out and has the commercial drive and strategic outlook to keep the momentum going. I look forward to welcoming her to our Executive Management team,"
says Jakob Riis, CEO and President of Falck.
"I am excited to take on this new role and to continue building on the strong foundation that has been established in the region. I look forward to working with our talented teams across Latam to deliver on our ambitions and to keep making a real difference for the people and communities we serve,"
says Catalina Giraldo, Head of Region Latam.
Falck's Latam region delivers around 2.5 million healthcare services annually. From a strong leadership position in Colombia's home and primary care sector, Falck operates across Uruguay, El Salvador, Panama, and Ecuador, providing services including 24/7 on-demand medical care and virtual health consultations that make a vital impact on patients and communities across the region.
Gorka Vigara will work closely with Catalina Giraldo to ensure a smooth handover through to the end of June 2026.
