The transition marks a pivotal shift for the Latin American pharmaceutical company, which operates across 18 countries. Herrera, who currently serves as Chairman of the Board, is expected to lead the organization for a 12 to 18-month period while the Board of Directors searches for a permanent successor. During this tenure, his primary mandate is to scale a proprietary AI-powered platform designed to synchronize marketing, sales, and supply chain workflows around individual brands.

This new operating model has already undergone testing with the Suerox Mineral brand. It centers on creating unified product launches that integrate television and digital content with real-time retail availability. By embedding AI agents into internal processes, the company aims to codify successful playbooks that can be replicated across its diverse international portfolio. These strategic changes, along with plans to integrate third-party technologies and brands, will be detailed further at the upcoming Genomma Day event in New York on December 3, 2026.