Every strategic problem is a leadership challenge. Every leadership challenge is a story waiting to be told.
Most organizations treat strategic problems, leadership problems, and narrative problems as separate categories. But a strategy only executes if the leadership team is aligned and the organization is built to carry it. And no strategic vision advances without the right narrative to sell it, inside the organization and out.
Treating these as distinct problems is a disservice, both to the organization and to the leader trying to advance their vision. We built Attar Mundi to hold them together.
Why Attar Mundi
Attar is essential oil, drawn out of rose petals through distillation. Mundi is Latin for "of the world." Together, they describe a practice built on taking something vast and complex and reducing it to its essential, actionable form, without losing what made it valuable in the first place.
That is the discipline this firm applies to strategy, to leadership, and to narrative alike. Complexity does not disappear under distillation. It gets refined into something a leader can act on: clarity.
Meet our founder
Sergio Velasquez-Rose, Founder & Managing Partner
Sergio's career has moved through strategy, leadership, and narrative work. The lesson throughout: held together, these disciplines don't just coexist. They compound.
He began as a chemical engineer, spending nearly a decade on large-scale energy infrastructure projects across the US, Norway, and Australia. The work demanded systems thinking, holding an entire operation in view while still finding the constraint that mattered. It was also his first leadership training ground, working alongside executives and construction crews, and mentoring the engineers who came after him.
A Harvard MBA took him from the field into the boardroom. At McKinsey, in the Growth, Marketing & Sales practice, he advised C-suite leaders at fashion, beauty, retail, hospitality, and consumer fintech companies on organizational transformation, from growth strategy through the implementation to actually deliver impact at scale.
He tested that discipline in an operating seat at Saks OFF 5TH, building new customer experiences grounded in data and insight, from loyalty and personalization to a new shopping app, and owning customer performance, including working directly with the company's private equity investors on that piece of the business.
Most recently, as Global Head of Strategy, Insights, and Analytics at a marketing and advisory firm advancing the energy transition, Sergio has advised senior leaders on translating complex, high-stakes issues into narratives precise enough to move people to act, including work that reached a Super Bowl audience.
Attar Mundi is what happens when strategy, leadership, and narrative disciplines are held together, in service of leaders trying to create disproportionate impact.
Sergio is fluent in English and Spanish, conversational in French, and has lived and worked in six countries across five continents.
Who Attar Mundi is for
We work with purpose-driven organizations at growth inflection points with an ambition for disproportionate impact.
Climate tech &
clean energy
Founders and leadership teams building the infrastructure and technology behind a cleaner economy.
Consumer &
retail
CEOs and senior leaders at consumer brands and retailers meeting consumers where they are and seeking new growth frontiers.
Private equity &
capital partners
Investors and philanthropists, alongside the operating partners and value creation teams driving growth across a portfolio.
Start a conversation
If you're navigating a growth inflection point and want to think it through with a partner, we'd like to hear from you.