Carlos Barrera

Carlos Otermin Barrera is the Chief Operating Officer (COO) of Lazada Philippines, a prominent e-commerce platform under the Alibaba Group. He has been with Lazada since 2015, initially joining as the Head of Sales in Malaysia before moving to the Philippines. His career trajectory at Lazada includes significant roles such as overseeing Traffic, Strategy & Planning, and eventually becoming COO in 2018 and Executive Vice President (EVP) in 2020.12

Background and Education

Barrera hails from Madrid, Spain, where he completed a Bachelor's Degree in Business Administration through a bilingual program at Universidad Carlos III de Madrid, finishing in just three years.12 Before his tenure at Lazada, he spent five years in consulting roles at PwC and Accenture across Europe and Latin America.1

Contributions to E-commerce

Under his leadership, Lazada Philippines has become a key player in the Southeast Asian e-commerce market, which serves over 500 million consumers. The platform boasts around 155,000 sellers and 3,000 brands. Barrera has emphasized the importance of customer experience and robust logistics support in driving the company's growth.2 He has also noted the evolution of the Philippine e-commerce sector over the past seven years, addressing initial skepticism regarding Lazada's success in the region.2

Barrera's expertise lies in e-commerce strategy, fintech, and technology, making him a significant figure in advancing digital commerce in Southeast Asia.1