The goodbye (with promotion) of the captain of the Google ship in Mexico
It seems that in the offices of Google Mexico the month of November came with more surprises than a recommendation algorithm. Julian Coulter, the guy who had the keys to that kingdom, decided that it was a great time to announce on LinkedIn – the professional social network where we all go to pretend that we are serious – that he is closing the Mexican chapter. The reason? A shiny new position north of the border. Because, of course, what better way to demonstrate your success than by being promoted far from where you are?
The now former director will join the United States team to become the CEO of the fascinating Food, Beverage and Restaurants vertical. A position that, in his own words, he accepted with “great enthusiasm.” One can’t help but wonder if this enthusiasm is due to the new responsibility or the prospect of having eternal meetings discussing the digital strategy of a burger chain. In his farewell statement, Coulter dropped a classic: “Thank you, Google Mexico, for an unforgettable trip. I’m excited for what’s to come!” Unofficial translation: “It was nice while it lasted, but I’m going where the real cheese is.”
The legacy: Digitization or just going with the flow?
During his tenure, which began in 2020 – a wonderfully quiet year to assume any leadership, by the way –, we are told that Coulter was responsible for consolidating the company’s presence. Among the advances it promoted are the always vague business digitalization, the adoption of AI tools (because in 2025, what company isn’t doing it?) and the promotion of digital training programs. Come on, a textbook resume for any self-respecting technology manager. Nothing to object to, but also nothing that any observer of the sector would not expect.
The million-dollar question, the one that everyone in the industry asks themselves between sips of coffee: what will happen now with the management of Google Mexico? Well, in a twist that no one saw coming, the strategic position will be… vacant. Yes, that is the brilliant and temporary solution. While the top brass decides who will be the next person to sit on the throne, Juan C. Vallejo, current leader of the retail
Vallejo, demonstrating absolute mastery of the corporate art of exaggerated praise, wasted no time in dedicating a few words to Coulter. He stated that he “defined what it means to be a truly great leader” through his “unwavering resilience” and “remarkable discipline.” He even mentioned that his “competitive drive was an inspiration to everyone.” One almost expects the next sentence to be “and he also walked on the waters of Lake Chapultepec.” The rhetoric of corporate farewells never disappoints in its bombast.
Meanwhile, Google Mexico continues, apparently, in a stage of sustained growth. According to the Google for Mexico 2024 report – a document that, without a doubt, paints an idyllic picture – the company’s ecosystem injected the modest sum of 278 billion Mexican pesos into the local economy. Platforms such as Search, Ads, YouTube and Google Cloud are responsible for this feat. Additionally, the Android ecosystem claims to support 170,800 jobs. A figure so specific that it inspires absolute confidence, or at least that’s what they hope.
So there you have it. One manager moves, another takes the position on an interim basis, and the machine continues to turn. The corporate comedy, as always, offers us one more episode of music, lights and musical chair changes in the dome.
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