Celebrating 75 Years of Piab Group: Jaime Bohorquez’s Story

Celebrating 75 years of Piab Group means celebrating the people whose dedication and leadership have helped shape our journey.

One such story is that of Jaime Bohorquez, Regional Sales Director - North America.  Jaime first joined Piab Group over three decades ago with a mission to build our presence in Latin America. As Managing Director of Piab do Brasil, he led sales and operations for more than twelve years, opened and planned new subsidiaries in Brazil and Argentina, built and trained strong teams, and helped deliver consistent growth.

Reflecting on what makes his experience unique, Jaime shares: "There is a real emphasis on trust, collaboration, and long-term relationships here—with both employees and customers."

His story is a powerful reminder that Piab Group’s 75-year legacy has been built with the help of people who have grown with the company. Read the full interview here.

Tell us about your role at Piab Group.

Today, I serve as Regional Sales Director – North America, supporting our teams in developing sales across North America through both our channel partners and direct customers. I work closely with our sales and marketing organizations to define and execute strategies that drive sustainable growth, whether that means refining our sales processes, strengthening our distribution network, or supporting key customer projects. A big part of my role is also coaching and mentoring the team, making sure they have the structures, tools, and support they need to succeed in very diverse markets across the Americas.

What led you to your current career path?

I have always been drawn to roles that combine customer focus, business development, and building something long-term. Early in my career at Piab, I realized how much I enjoyed not just selling a product, but developing markets: opening new offices, creating channel structures, and building teams around a clear strategy. Over time, those opportunities kept expanding, from local to regional, and finally to the Americas. I also had great mentors and leaders who trusted me with bigger challenges, which encouraged me to keep growing in the commercial and leadership track.

Looking back on your long tenure at Piab Group, what made you choose to stay and grow your career here?

The main reason I stayed is the culture and values of Piab. I was very close to the Tell family when we were still family-owned, and I really connected with the values they instilled: entrepreneurship, integrity, and genuine care for people. Those values are still part of our core today, even as we have grown and evolved.

I have also stayed because Piab has consistently offered me new challenges. From opening offices in Latin America to leading sales in the Americas, I’ve never felt stagnant. Every few years, there has been a new opportunity to learn, to build, and to contribute at a higher level. That combination of strong values and real room to grow is what has kept me here for 31 of our 75 years.

Tell us about your career journey within Piab Group.

My journey at Piab Group has been truly international and multifaceted.
I first joined Piab over three decades ago with an initial focus on building our presence in Latin America. I began by opening our first legal entity in Colombia, chosen for its strategic location between Brazil and Mexico, our main markets at the time. I later moved the subsidiary to Brazil as it became the primary market for the region. As Managing Director of Piab do Brasil, I led sales and operations in Brazil for more than twelve years, opening and planning new subsidiaries in Brazil and Argentina, recruiting and training teams, and consistently achieving double-digit growth.

Later, as Managing Director and Vice President of Sales and Business Development Latin America, I took on full P&L and strategic responsibility for the region. I focused on developing clear channel strategies, opening new distribution channels, and ensuring strong collaboration with senior leadership while maintaining solid, profitable growth.

From there, I moved back to North America, first as Vice President Sales & NorAM Country Manager, overseeing national sales programs and channel development across the USA, Canada, and Mexico for all our divisions. I helped restructure the sales organization, supported the doubling of global revenue, and led the establishment of new offices and locations.

After we restructured our approach to the market, I served as Regional Sales Director – Americas for the Vacuum Automation division, supporting our teams and partners across the region. Over these 31 years, I’ve had the unique chance to live and work for Piab in different countries and cultures, which has been one of the most rewarding aspects of my career.

What achievement of yours would you describe as the highlight of your career at Piab Group?

The highlight of my career has been building and growing Piab’s business across the Americas, both in Latin America and North America. I am very proud of the work we did in Latin America, especially opening Piab do Brasil and other offices in the region, recruiting and developing teams, establishing subsidiaries, and creating the structures that allowed us to achieve double-digit growth year after year. Seeing Piab do Brasil grow into a strong organization with many employees, now covering all three of our divisions, is particularly meaningful to me.

At the same time, I am equally proud of having helped drive significant growth in the Americas overall, supporting the doubling of our sales over the years. Being part of the sales leadership teams that shaped our strategies, built our channels, and executed clear sales processes across the Americas, and seeing that translate into sustained, profitable growth, stands out as the most rewarding achievement of my time at Piab.

What do you like about working at Piab Group today?

What I appreciate most today is that Piab still feels entrepreneurial despite our size and history. We are a 75-year-old company, but there is still a spirit of curiosity, improvement, and courage to take on new challenges. I enjoy working with talented colleagues across different regions and functions, all focused on helping our customers improve their automation and productivity.

I also value that the core values I first experienced with the Tell family are still visible in how we do business and how we treat people. There is a real emphasis on trust, collaboration, and long-term relationships with both employees and customers. After so many years, I still feel that what I do matters and that I can make a difference, and that is a powerful reason to stay engaged.

What interests do you have outside of work?

Outside of work, I enjoy spending time with family and friends and staying connected to different cultures. Having lived and worked in multiple countries, I like to travel, explore new places, and maintain my connections in Latin America and beyond. I am also actively involved in our local church, where I support several volunteer programs, which is a very important part of my life and values. When I have free time, I enjoy hiking with my wife and working on woodworking projects. Both help me disconnect, stay grounded, and recharge so I can bring fresh energy and perspective back into my work.