Our Focus

SORO, a Salt Lake City based firm, provides strategic and advisory services to client’s most important issues and growth opportunities. Whether you’re a start-up trying to define a strategy, a small business that is looking to improve efficiency while creating valuable relationships, or a large corporation looking to penetrate an emerging market, SORO can help you realize your objectives.
Strategic Development

Business Development and Sales Training

Marketing and Media Strategies

Emerging & Diverse Markets

About us

We are a group of business owners, young entrepreneurs and business professionals that are passionate about business and in helping others achieve success. We know that in business, growth is imperative, but it’s not always a given, only one in ten companies succeeds in achieving sustained, profitable growth. Growth strategy is at the heart of what we do at SORO. We help companies to reach full potential in their core business and pursue adjacencies that strengthen the core using a repeatable formula. See our team below.
Juancarlos Judd
Juancarlos Judd
Principal/CMO – SORO Consulting
Juancarlos has over 17 years in sales, strategy, project management, sales management, and marketing. Juancarlos currently is the Principal and Chief Marketing Officer at SORO Consulting, a Salt Lake City based consulting firm that specializes in solving client’s critical issues and exploring their opportunities. Prior to this Juancarlos headed up the Diverse Markets division at Zions Bank in Utah and Idaho. He oversaw the division’s strategy, business development, lending for large and small commercial clients, sales and marketing strategies, product development, and community relations. Juancarlos is passionate about the growth of communities through small business, organizational collaborations, and mentoring. He has worked with a number of community organizations and served as Board Chair for the UHCC.
Gavin Fothergill
Gavin Fothergill
MBA, CEO- Magna Holdings Assisted Livings/ Sunrise Child Care (Strategy and Analytics expert)
Gavin is the CEO for a number of business that service child care and assisted living services. He is a proud graduate of the Owen School of Management at Vanderbilt University. After graduating from Vanderbilt, Gavin took a position as project analyst at Proctor and Gamble where he was recognized for his analytical skills, entrepreneurial vision, and drive. His experience ranges in strategic planning, finance modeling, financial analysis, competitive analysis, scaling businesses for growth, and a keen understanding of operational management in order to improve performance.
Stacy Deru
Stacy Deru
Consultant – B.A. Strategist (President and Chief Consultant at Opus Strategy Group)
Stacy has over 20 years of experience in sales, business development and consulting. In her role as Chief Strategist for Opus Strategy Group in Salt Lake City, Stacy focuses on opening doors and creating opportunities for her clients to grow their business. In prior years she has worked in healthcare; both benefits and supporting technologies; recruiting, and SAAS sales. She excels in executive level relationship management, human capital management, long-term strategic planning and building revenue by identifying unique business prospects. She is currently a member of the executive board of the University of Wyoming Alumni association and sits on numerous committees for other community organizations.
Alex Guzman
Alex Guzman
President LaGaleria Ad Agency (Marketing and Strategy expert)
Alex has 20+ years of experience in marketing, advertising, promotion, research and analysis, corporate strategy, brand management and mass media. His extensive academic background includes studies in Business Administration in Guatemala; Marketing Services in Chile; Strategic Communication in Spain; Marketing Research and Analysis in Costa Rica; Media Marketing and Communication in Colombia, Sports Marketing and Merchandising in France; and Marketing, Customer Service and Business Development in various cities in the US. Alex was a Regional Account Manager for Leo Burnett managing international accounts such as Shell, United Airlines, Johnnie Walker, Ray-O-Vac and Kellogg’s in Central America.
Travis Babcock
Travis Babcock
President, Director, Producer, Storyteller – Kineto Pictures B.A. Film Making
Travis has produced international documentaries, an award winning national children’s television show, travel programming, reality TV and national brand commercials. Some of his favorite projects are the hit PBS kids TV series Signing Time! which was also nominated for a 2008 Daytime Emmy Award, a four-part, documentary series (Acts of God) on humanitarian aid, which earned the 2007 CINE Golden Eagle award, History Channel’s Modern Marvels, the 2009 Sugar Bowl, and a trip to world-famous Salt Flats with Bollywood.
James Jackson III
James Jackson III
Consultant – B.A. MBA (Small Business Coach and Strategist)
James is Founder of J3 Motivation a Business Coaching company. He is a graduate of the University of Utah and has over 12 years of Finance and Business Experience. He has trained teams and individuals on personal and business development. He is the current Chair of the Utah African-American Chamber of Commerce.
Gabriela Benitez
Gabriela Benitez
Managing Director and Principal for HealthBridge Utah.
As a master’s student in Public Gabriela Benitez’s healthcare career began 18 years ago. As Native Spanish speaking Latina she always held a strong vision, high degree of integrity and desire to help individuals and businesses understand the value of healthcare and safety integration. She enjoys helping small businesses and medium-large enterprises with Bilingual, English & Spanish customized solutions. “Bridging the language barrier, integrating healthcare and safety in the workplace makes a lot of sense to businesses bottom lines” Gabriela says. She has developed a strong relationships with clients , offering meaningful resources that deliver results. Her commitment is “I will only work with you if I can make a significant improvement to your existing situation”. This motivates her to continue to innovate and truly love what she does!
Trevor Miller
Trevor Miller
Project Manager – Real Estate Development
Trevor Miller is a project management professional with an established history of process and quality improvement. Trevor has more than 15 years of experience managing successful program initiatives and large-scale projects for organizations ranging from small consulting firms to global, multi-billion-dollar engineering firms. Trevor demonstrates an ability to manage a team through leadership, employee/contractor/subcontractor development, training and mentoring. He is proficient in identifying and implementing operating procedures that improve: accuracy, efficiency, productivity and communication management resulting in higher project gross margin.
Mark Flores
Mark Flores
Owner -Pillar Sports Management JD (Law and Contract expert)
Mark is Ower of Pillar Sports Management representing ellite sports talent in the NFL and CFL as a certified agent. Mark is also an expert trial attorney with experience litigating serious felony criminal cases including capital murder, drug crimes and a member of Van Cott’s personal injury and construction law practice groups. He currently serves as council for the Utah Hispanic Chamber of Commerce.
Mike Fuchs
Mike Fuchs
President – Computer Wizards Inc. (Technology expert)
Mike is President of Computer Wizards Inc., a technology company that offers outsourced IT and Project Based IT services and consulting for businesses in Utah. It offers a full range of solutions to clients all over the Wasatch front. Mike has been the President of CWI for over 14 years and has been in the IT service business for over 20 years. His experience ranges from working with Weider Nutrition International to being the Director of Rural Health Management Corp. His clients include all sectors of industry from professionals to land development. He’s assisted in many non-profit activities including helping run a fundraising campaign for No More Homeless Pets.
Bryan Halverson
Bryan Halverson
CFMP, MBA
Bryan has over 15 years’ experience working with sales teams and sales management in both B2B and B2C. He has created sales culture, trainings, in small organization to large corporate environments creating productivity recognition, and gamification models to ensure organization-wide success. Has create sales training programs in both experimental and theoretical approaches, which was rolled out to all sales people within a 2,500+ employee organization and resulted in a 38% increase in sales results. Bryan also enjoys and has experience in public speaking, hiring sales teams, creating executable strategies to ensure success of organizations. He is a self-described creative analyst with a passion for the psychology behind sales, teams, individual and organizational behavior.
Will Unga
Will Unga
Consultant- B.A. PR/Journalism (Education and PR expert)
Will is experienced in industries that range from construction development to education and government. Will has a strong entrepreneurial spirit and loves to works with like-minded individuals.

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