Rico Pena

​Rico Pena

Director of Sales Effectiveness

Industry Expertise and Experience

  • Banking
  • Finance
  • Fitness
  • Real Estate
  • Retail
  • Technology
  • Travel and Hospitality

Professional Certifications

  • Behavior Sales Master Trainer: Personality Insights
  • Certification in Human Behavior: Personality Insights
  • IMPACT Selling®
  • Master Trainer in Presentation and Communication


  • English
  • Spanish

A dynamic facilitator, bilingual speaker, and certified behavior and body language expert, Rico combines his military training with his business background to bring focus to detail and tactical solutions that always deliver to the bottom line.

Rico has over 25 years of experience working with everyone from individuals to top Fortune 500 companies around the world, specializing in tactical sales, team development, hiring analysis, and communication. He served in the US Marine Corps from 1989-1995, and received 12 distinctive awards, medals, and commendations during those six years of active service.

Rico has worked as a VP of Sales and Marketing for Personality Insights, where he helped build four successful businesses from the ground up and has served as an advisor to CEOs and executives in Fortune 500 companies. In 2009, he founded Pena Global, a Business Growth Specialist firm that focuses on Sales, Cultural Organization, and Team Dynamics. He specializes in coaching C-suite executives, business leaders, and individuals to improve closing ratios, performance, and customer experience. Rico has authored the globally acclaimed book, The Client Nation: Their Perception, Your Profits, and is a sought-after international, bilingual speaker and keynote presenter.

Rico lives in Norcross, GA. When he is not busy with training and retention programs, authoring a new books, or engaging in public speaking he enjoys improving his physical fitness as a tri-athlete and kick boxer. A former Marine, Rico is a volunteer with the Wounded Warrior Project and serves on the Art Institute’s advisory board of the Fashion and Retail Management department.