WOOD FLOORING • MIAMI, CENTRAL AMERICA, CARIBBEAN
Juan Pablo Romero
THE CLIENT
Juan Pablo Romero
Regional Sales Manager, US & Caribbean
UNIK Parquet
Guatemalan immigrant. Learned the trade at 17, working alongside his father. Twenty years in flooring. Built UNIK's entire US market from zero.
THE CHALLENGE
Two decades mastering European wood flooring.
Zero presence in competitive US markets.
UNIK is a Canadian family-owned company. Juan Pablo built their US expansion from the ground up—not with marketing budgets, but with relationships and craft knowledge. The work existed. The story didn't.
THE CHALLENGE
"I learned this trade from my father. Every project is personal. But when you're expanding into new markets, relationships aren't enough. People need to understand what makes UNIK different."
Juan Pablo Romero came to the United States from Guatemala at 17. He started learning flooring alongside his father, working job sites, understanding wood from the ground up. That was two decades ago.
Today, Juan Pablo is the Regional Sales Manager for UNIK Parquet across the US and Caribbean. UNIK is a Canadian family-owned company specializing in European engineered hardwood—Black Forest oak, natural oil finishes, precision engineering. Juan Pablo built their entire US presence from zero.
But none of that translated into market visibility. UNIK had a product. Juan Pablo had the expertise. What they didn't have was a way to communicate why their approach to wood flooring—material sourcing, engineering, installation—was different from commodity competitors.
The challenge wasn't credibility. It was translation. Taking twenty years of craft knowledge and putting it into words that architects, designers, and developers could understand before the first meeting.
THE TRANSLATION
Craft knowledge, translated
We built Juan Pablo's story around three things:
01
Generational craft
Family roots, professional rigor
Juan Pablo didn't learn wood flooring in a classroom. He learned it at 17, working job sites with his father. Two decades later, that foundation still shapes how he talks about material selection, installation precision, and long-term performance.
02
Material expertise
European engineering, explained clearly
Black Forest oak. Natural oil finishes. Click-lock engineering. These aren't buzzwords—they're decisions that affect how a floor performs over 20 years. We helped translate technical knowledge into language that makes architects pay attention.
03
Market expansion without hype
Building from zero in competitive markets
Juan Pablo built UNIK's US market from zero—not with big budgets, but with relationships and reliability. We positioned him as someone who understands what makes a flooring project succeed from specification to installation.
What this looks like.
Clear positioning
- • Engineered hardwood specialist
- • European sourcing + Canadian manufacturing
- • US market builder, not just sales
- • Technical expertise, approachable communication
Market presence being built
Narrative foundation for:
- • Architect conversations
- • Designer presentations
- • Developer meetings
- • Trade show positioning
- • LinkedIn presence (launching)
The story exists now. The content follows.
"CRUDA helped me see what I couldn't articulate. I know wood flooring inside and out. But explaining why European engineering matters, why oil finishes outperform polyurethane, why UNIK's approach is different—that's what we built together. Now I can walk into any meeting and the story is clear."
— Juan Pablo Romero
Regional Sales Manager, UNIK Parquet
NARRATIVE
Foundation built
POSITIONING
Clarified
EXPERTISE
Translated