The New Rhythm ← Work with me

San José, Costa Rica · 09°56′N 84°05′W

Diego Bonifacino

I map how an operation actually runs, then build the tools that let the team run it.

Twenty years inside transformation programmes across FMCG, banking and retail in Europe, LATAM and Asia. Now a practice of one, run from Costa Rica.

Now

What I'm actually doing this year.

Programme
Embedded in a US$25M public-sector modernization programme under multilateral financing, delivered in consortium.
Practice
AI enablement for small teams. Diagnose, build three tools against real data, install, hand over the source. Engagements end in artifacts, not retainers.
Library
~20 named, versioned diagnostic protocols — margin and P&L analysis, organisational role analysis, causal evaluation of AI deployments, opportunity scanning.
Rooms
The AI Reflection Framework, developed from INSEAD master's research and run with corporate leadership teams including Warner Bros. Discovery.

I am my own first customer.

Everything I install, I built for myself first and still run daily. It is the only claim I'd rather make than a case study — and it's the reason the tools survive the handover.

Track record

Delivered, with numbers that hold up.

2022 — 2024 · Italy
British American Tobacco — Innovation Ecosystem ManagerUS$180M in value delivered, US$75M in realised savings. Established 8 Global Centres of Excellence integrating 130+ professionals; cut product-launch timelines by 30%. Innovation Board member.
2020 — 2022 · Japan
British American Tobacco — Business Transformation ManagerRaised new-category activation speed in Japan and Korea by 300%. Launched BAT's Global Blockchain Centre of Excellence. 5x offline-to-online conversion.
2017 — 2019 · Peru
Interbank — Deputy Manager, Digital TransformationLaunched the first commercial banking app and digital account; scaled openings from double digits to 800+ per month in three months. Built an 8-person product team; +3.5 NPS.
2005 — 2017
Earlier — BlackSheep, BAT, independent consultingCommercial, marketing and growth roles across Costa Rica, Panama and Peru.

Trained & written

Where the method came from.

INSEAD
Executive Master in ChangeFontainebleau, 2025. The AI Reflection Framework came out of this research.
Boston University
BSc CommunicationBoston.
Books
The New Rhythm · Entre Pasos y LatidosThe method, in long form.
Writing
Creatism · Human-in-the-Lead · La Buena PreguntaThe practice written down as it happens, in English and Spanish.
Languages
English · Spanish · ItalianFluent, native, intermediate.
Start with a Scout → diego@thenewrhythm.com