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Guillermo Plaza Roche has worked in a variety of roles throughout their career. In 2011, they worked as a Financial Analyst at Cygnus Asset Management SGIIC, SA. In 2012, they were the Founder of SpoW. From 2014 to 2015, they were the Publisher Dev. Director at AdsMovil. Guillermo then joined the Founding Team of Rappi in 2015. Most recently, they became a Co-Founder of Bia in 2022.

Guillermo Plaza Roche attended Boston College from 2009 to 2013, graduating with a Bachelor's degree in Psychology and Economics.