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.

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 – 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.

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.

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.

Alissa Largin – Consultant – B.A., MPA (Strategy and public administration expert)

As a master’s student in Public Administration, she was chosen for a competitive graduate research assistant position where she worked for the Center for Public Policy and Administration.  After her master’s degree, Alissa served in Peace Corps Mexico where she worked for the Mexican Federal Government in sustainable business development projects for the Secretaria de Medio Ambiente y Recursos Naturales (SEMARNAT).  She worked closely with state and county government officials and helped to implement a program for government performance reviews derived from a UN initiative.  She also created a program that taught about and implemented sustainable business development in rural communities.  Currently assists small businesses to define strategy, mentoring, develop actionable programs to clarify direction.

 Mark Flores – JD (Law and Contract expert)

Mark is 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. Mark is also a sports agent, certified by the NFLPA and currently represents professional football players in the NFL and CFL.  He currently serves as council for the Utah Hispanic Chamber of Commerce.

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.

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.