A conversation with Suselle, Colombia Country Lead, on Booth’s evolution in Colombia as a globally integrated talent hub.
We’re marking three years since Booth established operations in Colombia—a milestone that reflects not only growth, but maturity, integration, and long-term strategic value within our global delivery model.
What began in 2023 as a focused market entry has evolved into a fully embedded global hub supporting clients across regions. Today, Colombia plays a critical role in how Booth builds and scales distributed teams.
We spoke with Suselle, Colombia Country Lead, about what it took to build the foundation, how the market has evolved, and why Colombia has become a blueprint for intentional global expansion.
Q: Looking back, what stood out most when Booth first entered the Colombian market in 2023?
Suselle:
From the outset, Colombia represented a clear opportunity—not just for expansion, but for long-term, intentional build.
The fundamentals were strong: highly skilled talent, strong English proficiency, and natural alignment with North American time zones that enabled real-time collaboration.
But what mattered most was the approach. We weren’t trying to move fast—we were focused on building right. That meant careful hiring, tight alignment with global operations, and establishing a culture designed to scale sustainably. That foundation has shaped everything since.
Q: What has been the most meaningful milestone over the past three years?
Suselle:
Seeing our earliest team members still with us—and now stepping into more senior, specialized roles.
That continuity says a lot about what we’ve built. It reflects both strong talent and a strong environment for that talent to grow within.
When people are given clarity, opportunity, and support, they don’t just stay—they evolve. And they begin to shape the organization in more meaningful ways over time.
Q: How has Booth’s Colombia operation evolved since 2023?
Suselle:
It has moved from a market entry into a fully integrated part of Booth’s global delivery model.
Colombia no longer operates as a standalone hub. It functions as part of a connected global system.
We’ve expanded into more specialized roles, increased cross-regional support, and built teams that collaborate seamlessly across time zones. The most important shift, though, is ownership—teams here are no longer just executing work. They are actively shaping outcomes across the business.
Q: How would you describe the Colombian talent landscape today?
Suselle:
It has matured significantly over the past three years.
We’re seeing stronger demand for specialized roles, particularly in technology, operations, and emerging areas like AI and automation. At the same time, professionals are increasingly experienced in global, distributed environments.
There’s also a strong culture of continuous learning, which continues to raise the capability of the talent pool.
Colombia today is not emerging—it is globally ready.
Q: What makes Colombian professionals stand out?
Suselle:
It’s a combination of adaptability, communication, and ownership.
Colombian professionals integrate quickly into global teams, take responsibility for their work, and operate effectively in fast-moving environments.
There’s also a strong learning mindset. That combination of skill and adaptability is what makes the market particularly strong in distributed organizations.
Q: What advice would you give companies looking to build teams in Colombia?
Suselle:
Treat Colombia as a strategic investment, not a cost decision.
The companies that succeed here are those that prioritize integration, culture, and long-term capability building.
When you do that, Colombia becomes more than a talent market—it becomes a true extension of your global organization, offering alignment, stability, and scale.
Q: How do you attract and retain top talent in Colombia?
Suselle:
It starts with purpose and opportunity.
People want to feel that their work matters, that they’re growing, and that they’re part of something larger than a role.
Retention comes from strong leadership, clear development pathways, and a culture that balances support with challenge. When those elements are in place, long-term commitment follows naturally.
Q: Many of our earliest team members are still with Booth. What has driven that retention?
Suselle:
We’ve been intentional about creating both stability and growth.
People stay when they can see a future for themselves. In Colombia, professionals are increasingly looking for progression—not just roles. When that pathway exists, they tend to stay and grow into much larger contributions over time.
Q: What does Colombia represent within Booth’s global strategy today?
Suselle:
Colombia is now a core part of Booth’s global delivery model.
It represents what intentional expansion looks like—where talent, operations, and integration are designed from the start to work across borders.
What we’ve built here is now informing how we approach other markets. In that sense, Colombia isn’t just part of our footprint—it’s a blueprint.
Q: Looking ahead, what’s next for Booth in Colombia?
Suselle:
The next phase is about depth.
We’ll continue strengthening our operational model, expanding into more complex roles, and developing stronger local leadership.
The focus is not just scale—it’s maturity. Building a hub that consistently delivers high-impact global work at a high standard.
Closing Note
Three years in, Colombia has evolved from a market entry into a fully integrated part of Booth’s global business.
What stands out most is not just the growth, but the stability, the talent, and the way teams have grown into long-term contributors to the organization.
As Suselle frames it, Colombia is no longer an experiment in expansion. It’s a model for it.
