The Challenge
When Axialent began working with the company in 2015, the company was a fast-scaling e-commerce company with around 3,000 employees. While its founder-driven, entrepreneurial spirit had fueled early success, the leadership team recognized that instinctual “lead by example” approaches were nearing their limit. To support sustainable growth across multiple countries and business units, the company needed to define and scale its culture with greater intention and consistency.
Axialent partnered with THE COMPANY on a multi-year Culture Transformation Journey to turn its implicit cultural strengths into an explicit, scalable system. This work laid the foundation for shared leadership expectations, a unifying language, and a more intentional approach to shaping how work gets done.
THE COMPANY entered a new phase of hypergrowth with the launch of its logistics business unit—tripling in size and expanding into large-scale operational environments. The cultural clarity and leadership capabilities built in earlier years became critical enablers of this next chapter.
Our Approach
THE COMPANY’s Culture Transformation Journey unfolded over multiple phases, each deepening the company’s ability to scale with intention while staying true to its entrepreneurial essence.
2014-2016 | Codifying the DNA
The journey began with a company-wide culture diagnostic to uncover the implicit norms shaping behavior across THE COMPANY. The defining moment came in 2015, with a structured Culture Planning Process facilitated by Axialent in close partnership with THE COMPANY’s internal Culture Team.
This process allowed THE COMPANY to treat culture as a strategic capability—not just a set of values. Together, we:
- Facilitated deep alignment among senior leaders on the role of culture in enabling growth
- Co-designed a multi-year Culture Plan to prioritize, sequence, and scale culture initiatives effectively
- Identified key symbols and systems that needed to evolve to support desired behaviors
- Helped clarify and articulate THE COMPANY’s Corporate DNA—a core set of cultural principles expressed in language authentic to THE COMPANY’s identity
In parallel, the leadership team began developing their capacity to act as culture role models, with targeted sessions and coaching to help them embody the DNA in their decisions, communication, and behavior—setting a visible tone for the rest of the organization.
The DNA became a practical compass for leadership behavior, talent systems, communication norms, and daily decision-making. It remains the cultural foundation that THE COMPANY draws on today.
2017-2024 | Scaling Through Leaders
With the DNA and culture plan in place, THE COMPANY turned its focus to activation. More than 2,500 leaders were equipped to model the DNA through immersive workshops, executive coaching, and high-performing team programs — translating principles into daily leadership behaviors across levels and geographies.
To ensure sustainability, we also trained over 50 internal facilitators—enabling THE COMPANY to lead, scale, and adapt its culture initiatives independently. These internal champions became critical enablers of consistency and reach.
2025 and Beyond | Embedding DNA Conscious
Today, THE COMPANY continues to lead much of its culture evolution internally—especially within its expanding logistics operations. Axialent supports this next phase by helping embed conscious mindsets and scalable leadership principles.
Culture workshops are now a standard part of onboarding, often co-facilitated by THE COMPANY’s internal facilitators—ensuring every new hire is connected to the company’s cultural foundation from day one.
Our Impact
Over nearly a decade, THE COMPANY’s culture transformation has matured from an executive-led initiative into a company-wide capability—anchored in everyday behaviors, systems, and leadership expectations.
The work has delivered both strategic coherence and measurable results:
- Leadership Activation at Scale:
Over 2,500 leaders developed as culture role models, creating consistent expectations across levels, functions, and geographies.
- Internal Capability Built:
A team of 50+ internal facilitators now leads and scales cultural conversations—enabling THE COMPANY to cascade its DNA independently.
- Cross-Regional Culture Consistency:
A unified cultural language and set of behaviors was adopted across Argentina, Brazil, Mexico, and Chile, despite national differences.
- Integration into People Systems:
The DNA informs how THE COMPANY hires, promotes, evaluates, and develops talent—embedding culture into the mechanics of the business.
- Strategic Problem-Solving:
Teams now diagnose execution issues through a cultural lens—linking behaviors, systems, and mindset gaps directly to performance outcomes.
- Ongoing Measurement:
THE COMPANY tracks cultural progress and execution pain points through biannual post-surveys, ensuring sustained alignment and impact.
What began as a values alignment effort has become a core capability for scaling culture in a high-growth environment—proving that culture, when consciously managed, can be both a unifier and a growth enabler.
“This process taught us so much more about the way we work, the way we lead, how we build products for our consumers (the good and the bad) and ourselves as leaders.” (Former CFO)
“It’s taught me the role of vulnerability and honesty in leadership, and it’s been incredibly rewarding. It’s allowed me to find the point between what my essence is and how I choose to be as a leader, and it’s been incredibly powerful.” (Former CFO)
