# Justo Fuentes

> Justo Fuentes is the global CEO of Payless, based in North Miami Beach, Florida. A commercial engineering graduate of Universidad de Chile and former president of Bata Latin America, he has led footwear operations across stores, digital commerce and supply. His Payless work emphasizes affordable fashion, regional store renewal and a more personal shopping experience.

- **Role:** Global Chief Executive Officer at Payless
- **Organizations:** Payless Holding, Bata
- **Education:** Ingeniero Comercial, Universidad de Chile, Breakthrough for Senior Executives program, IMD Business School
- **Known for:** Led Bata Latin America, overseeing more than 1,000 retail stores as well as e-commerce and other distribution and manufacturing operations., Led Payless Latin America during its rollout of e-commerce and WhatsApp sales channels., Oversees Payless’s regional modernization, including renewed store formats and more consultative customer service.

## Career timeline

- **2010** — Named chairman of Bata Chile in its financial statements for the year.
- **2012** — Listed as president commissioner of PT Sepatu Bata Tbk; resignation effective January 1, 2013.
- **2017-2019** — Lists Digital Transformation Bata Latin America as a project on LinkedIn.
- **2019** — As president of Bata Latin America, discussed investment in Colombian stores, technology and e-commerce.
- **2020** — Named Latin America CEO in Payless’s January leadership announcement; previously led Bata Latin America.
- **2024** — Described a shareholder-agreed 2023-2027 strategic plan and its second stage, Rebuild the Foundation of Payless, in a public LinkedIn post.
- **2025** — Attended the reopening of Payless Megacentro in Santo Domingo Este as global CEO.
- **2026** — Discussed personalized service and store modernization at Payless City Mall in Alajuela, Costa Rica.

## Achievements

- Led Bata Latin America, overseeing more than 1,000 retail stores as well as e-commerce and other distribution and manufacturing operations.
- Led Payless Latin America during its rollout of e-commerce and WhatsApp sales channels.
- Oversees Payless’s regional modernization, including renewed store formats and more consultative customer service.

## Latest updates

- **2026-07** — La Nación Brand Voice covered Payless City Mall Alajuela’s renewal and quoted Fuentes on a move from self-service toward consultative selling.
- **2026-01** — His LinkedIn profile dates the brand-relevance project The Redemption of the Phoenix from January 2026.
- **2025-10** — Appeared at the reopening of the 512-square-meter Megacentro store in Santo Domingo Este.

## Links

- Website: https://payless.com/
- LinkedIn: https://www.linkedin.com/in/justo-fuentes-22968933

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Profile page: https://yespress.io/justo-fuentes
Published by YesPress — https://yespress.io
Last updated: 2026-10-22