Cloudflare’s LATAM Pioneer Reflects on Diversity and Growth
When Pablo Viera joined Cloudflare in January 2018, he was hired as the first Business Development Representative for the Latin America (LATAM) region, based in San Francisco. That was well before the company’s September 2019 IPO. Cloudflare was searching for a specialist who understood not just Spanish and Portuguese, but also the economic, political, cultural, and go-to-market dynamics of the region. Viera, an Argentine native who moved to the U.S. in 2015 to follow his now-wife, fit the bill.
From the start, his role extended far beyond sales. Viera translated marketing materials, supported campaigns, participated in trainings, and traveled to conferences and client meetings. He later moved into a sales executive position for the North America (NAMER) region. The autonomy he found was striking compared to his previous employers. He describes a workplace where ideas are heard, mistakes are permitted, and professional development is actively supported—a contrast to other organizations where he experienced stigma as a person of color and felt working conditions were unfair.
Growth Without Losing Identity
Cloudflare has tripled its headcount since Viera started, yet he maintains that the company’s core values have stayed consistent. The mission to help build a better Internet remains central, alongside commitments to transparency, protecting vulnerable voices through Project Galileo, an open door policy, and a focus on investing in people.
Structured Efforts for Underrepresented Groups
Recent internal conversations have centered on recruiting more underrepresented groups and eliminating bias in hiring. For Viera, these discussions are a positive sign, though they are far from Cloudflare’s first initiative in this area. The company supports over 16 Employee Resource Groups (ERGs), created and led by employees with executive sponsorship. These include Afroflare, Desiflare, Nativeflare, Latinflare, Proudflare, Soberflare, and Vetflare.
Viera sees these efforts as evidence of a genuine commitment to diversifying the workforce, retaining underrepresented talent, and fostering a collective learning environment. For immigrants and people of color, he notes, choosing an employer that understands the value of diversity is a significant challenge—one that Cloudflare actively addresses.
Diversity as a Call to Action
The company’s values have remained visible during the COVID-19 pandemic, which Viera says has strengthened the organization. He emphasizes that Cloudflare wants more diverse candidates in its selection processes and encourages those interested—or those who know someone who might be—to visit the careers page for full-time positions and internships globally.
Viera leaves his contact open for anyone with questions about roles or the company’s direction. He sees it as a chance to guide potential candidates and connect them with the right people internally, underscoring that the skills and experience of diverse applicants are exactly what the company needs to continue improving the Internet.
