TL;DR overview
- This blog post provides a first-person perspective on the experience of expanding Sonar's presence into Latin America as a Country Manager—covering the day-to-day challenges and rewards of entering a new regional market.
- The post highlights Sonar's company culture, the pace of business development in emerging markets, and how the company supports regional growth through its global go-to-market strategy.
- The author describes building customer and partner relationships in LATAM while aligning local initiatives with Sonar's global mission of improving code quality and security for developers worldwide.
- This behind-the-scenes view of Sonar's growth reinforces the company's commitment to expanding its developer community globally beyond established North American and European markets.
Welcome back to our "Day in the Life" series, where we get to know the incredible people driving Sonar's mission forward. Today, we’re heading to sunny Brazil to chat with Josh Twaddle, our Country Manager for the region. Though he's only been with us for a few months, Josh is already making a huge impact.
Let's dive in and learn about his drive to expand Sonar's presence in Latin America, what a typical day looks like, and what fuels his passion both in and out of the office.
There’s an incredible energy pulsing through Brazil’s tech scene right now—a wave of innovation and growth that you can feel in the air. My name is Josh Twaddle, and I have the amazing opportunity to channel that energy as Sonar’s new Country Manager for Brazil. I’ve spent the last several months on a mission to connect with our client base and partner ecosystem, with the goal of aligning our cutting-edge technology with the needs of this thriving economy. My role is about more than just business; it’s about building alliances, empowering local companies, and helping to shape the future of software in one of the world's most dynamic markets. I'm excited to share a glimpse into what this journey looks like day-to-day.
My Mission: Bridging Tech and a Thriving Economy
When people ask what I do, I tell them my goal is to help bridge the gap between Sonar's cutting-edge technology and Brazil's vibrant economy. For me, this means going beyond a simple leadership role. My focus is on boosting the country's software quality, security, and productivity, empowering local companies to innovate with confidence.
What I'm most passionate about right now is having a direct impact on Brazil's digital future. I get to do this by building strong alliances with customers and partners in the region, creating a community where we can all grow together.
A Day in My Life
So, what does a typical day actually look like? Honestly, it’s a whirlwind! One minute I might be on a call, helping a customer get the most value out of Sonar. The next, I'm deep in strategy mode with my team, brainstorming new partner deals to grow our ecosystem. Then, I could be out and about, taking the stage at a São Paulo conference to inspire and connect with the brilliant tech community and local DevOps talent.
I prioritize tasks based on urgency and impact to stay focused on what's critical, all while scaling for the future success of all stakeholders.
One of the questions I get a lot is, how do I find the time for it all? Juggling everything is a wild ride, but the passion I have for this work keeps me going. The best part of my day, without a doubt, is the genuine connections I make with my teammates and our customers. At the end of the day, those relationships are what it's all about.
Why Sonar
I was really drawn to Sonar for two big reasons: the product is an incredible fit for the market, and the leadership team is serious about doubling down on Latin America. When I saw that massive opportunity, I knew I had to be a part of it.
The growth potential here is what truly excites me. I'm focused on building a strong partner ecosystem and a fanatical customer base. We're not just selling a product; we're creating a highly-collaborative, driven, and multicultural community that is designed to breed success.
Life Outside the Office
When I’m not in Sonar mode, I’m usually pushing my limits in other ways. I’m currently training for an ultra trail running league, which is my go-to for clearing my head and building endurance.
I also host the LATAM Wealth Podcast, a Portuguese and Spanish-speaking podcast where I feature inspirational speakers across Latin America and Iberia. Through these interviews, I aim to inspire others to pursue their career aspirations and achieve financial freedom for themselves and their families.
The best piece of advice I’ve received since joining Sonar is: "Speeding tickets, not parking tickets." To me, this means prioritizing action and momentum over standing still. It's about moving forward and making things happen.
I am so excited to be part of Sonar's growth trajectory, particularly in our journey to be a leader in Brazil and the rest of Latin America. The future is bright, and I’m thrilled to be along for the ride.