Carlos Trelles, CEO of AXON marketing+communications, has been selected by the Jim Moran Institute for Global Entrepreneurship at Florida State University for an executive education program beginning August 26 in Jacksonville. Trelles was chosen from a competitive pool of candidates, and the institute covers the full cost of participation for selected executives.
The program takes place in the city AXON now operates from. In 2025, the firm relocated its headquarters for the Americas to Jacksonville, making it the base for its work across the United States and Latin America.
The move followed a growth strategy rather than a logistics calculation. AXON works with companies in expansion, and Jacksonville now holds a meaningful concentration of firms looking outward — companies that grew in the U.S. market and are evaluating entry into Latin America. The city is in a growth phase, and the firm decided to be part of it from the inside.
The port, the logistics infrastructure, and the financial services base explain why those companies are here and why the corridor with Latin America carries real volume. But what brought AXON to relocate was not the infrastructure. It was the companies using it.
All of them face the same problem when they cross a border: entering a market means building recognition, credibility, and commercial relationships from zero. Reputation does not transfer. A company with standing in Jacksonville arrives in Bogotá, Mexico City, or Santiago with no prior history, and that starting point shapes much of the outcome.
Current engagements include Latin American market entry for software development companies and firms in the pharmaceutical sector — two industries where technical credibility and regulatory compliance weigh as heavily as the commercial proposition.
AXON’s integrated model addresses that gap by combining communications, marketing, digital performance, market intelligence, and local execution rather than treating them as separate purchases. The firm works with companies, institutions, and destinations on positioning, market entry, and regional growth throughout the Americas.
The executive program combines management instruction, applied work on participants’ own companies, and direct exchange among leaders across industries, under the institute’s faculty.
According to Carlos Trelles: “We didn’t come for the port. We came because there is a group of companies here growing outward, and that is precisely our work. This city is in a moment, and we want to grow with it.”
For a firm operating in several countries at once, management capacity — not strategy — usually sets the ceiling on growth. Holding common standards of quality, reputation, and service while execution adapts to each market’s conditions requires decision structures that scale with the operation.
The Jim Moran Institute for Global Entrepreneurship is part of Florida State University’s College of Business and runs executive education programs for business owners, nonprofit leaders, and veterans. Trelles was selected for its Small Business Executive Program.
Trelles has more than 20 years of experience across the United States and Latin America in corporate communications, integrated marketing, economic development, and market expansion.