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Jim Pickell, CEO & President


Jim is a highly successful serial entrepreneur with a proven ability to identify new opportunities, develop appropriate strategies and oversee execution of hyper-growth opportunities while delivering concrete results with limited resources. With a J.D. and M.B.A., among other roles, Jim was the Senior Vice President responsible for digital content distribution at Sony, including films, music and eBooks in the US and for a brief tenure, in Japan. Recently Jim successfully exited a VC funded online start-up which raised over $10M,, which continues to provide an online school for thousands of people learning English in Latin America.Jim has extensive experience in taking traditional industries online, by developing strategy, planning operations, positioning product and navigating launch; thus he has a successful track record with start-up, early stage, and Fortune 500 organizations. His strong leadership skills, include a certain knack for leading international, cross-functional, teams. Thriving in fast-paced environments, his goal is to harness chaos and create order.

Jim’s love for Baja has kept him coming back for over 30 years. He now spends the majority of his time at the headquarters, a little more than a stones throw of his favorite surfbreak in Todos Santos, with his wife Eleanora and son Byron. When he can’t be doing the things he loves, he’s loving learning Spanish.