Veteran trade executive Stephen Dawkins, in a major move to help shape Jamaica’s export landscape, has transitioned from an almost-three-decade corporate career to launch and lead Xecute, a hands-on consultancy focused on guiding local manufacturers and service providers into competitive global markets.

Dawkins is a trusted name in the region’s export sector, having played a pivotal role in developing Jamaica’s export ecosystem and helping to scale brands across North America, Europe, and Latin America.

With a career spanning strategic planning, market entry, distribution management, and export readiness, Dawkins has worked with powerhouse companies such as J Wray & Nephew, Jamaica Beverages Limited, Carreras Group Limited, and, most recently, Wisynco Group, where he served as group export manager. At Wisynco, he led the expansion of the export division, transforming it into a key pillar of the company’s operations.

Now, as founder and principal of Xecute, he’s channelling his experience into a results-driven platform that helps businesses navigate international markets, secure shelf space, and build lasting global visibility.

“With Xecute, my focus is on working directly with small and medium-sized businesses to help them evolve into export-ready international operations,” he said.

Falling short of export targets

“I’ve seen first-hand the challenges companies face and the missed opportunities because products weren’t built with export in mind. My goal is to change that,” Dawkins asserted.

He noted that despite long-standing national export goals, Jamaica has consistently fallen short.

“Back in 2014, when I served as deputy president of the Jamaica Exporters Association, the national export target was US$2.5 billion, a figure that would help narrow the trade gap. But we’ve never even crossed US$2 billion,” he told Our Today in an interview.

“If we’re going to grow our economy in a meaningful way, we must export more. I may be one piece of the puzzle, but I believe I can help businesses unlock their potential if they’re willing to take the right steps,” he added.

Xecute aims to fill that gap by offering practical, end-to-end support — from product development and compliance to market access and distributor engagement. Unlike traditional agencies, the consultancy will work on the ground with clients to execute real export outcomes.

Although Xecute is a private sector initiative, Dawkins stressed that it will operate in close collaboration with key export development agencies such as the Jamaica Promotions Corporation (JAMPRO) and the Jamaica Manufacturers and Exporters Association (JMEA), with whom he has maintained a strong working relationship.

“These agencies offer critical support through research, market intelligence, and facilitation services,” he explained.

Focused on ABCs of export

“Where Xecute steps in is at the execution stage, linking clients directly with buyers, distributors and retailers, and guiding them through the entire go-to-market process,” he further informed Our Today.

The consultancy will initially focus on helping Jamaican businesses access what Dawkins calls the “ABC markets”—America, Britain, Canada, and CARICOM—where demand from the Jamaican Diaspora is strong but underserved.

“Jamaican products rarely compete on price, but they carry cultural influence,” Dawkins said.

“Our products sell abroad not because they’re cheap, but because they represent Jamaica. That’s our competitive advantage, and we must leverage it with strategic intent,” he continued.

While there is growing interest in Latin America, he noted that high manufacturing costs and strong competition in Central America remain major barriers for many Jamaican manufacturers.

Dawkins acknowledged that many micro, small, and medium-sized enterprises (MSMEs) view exporting as a costly and intimidating venture. Although he agrees that the path to export success is challenging, he insists that it is both necessary and ultimately rewarding.

“Exporting is hard, there’s no question about that. It requires deliberate planning, adequate funding, and long-term commitment,” he said. “You can’t go halfway.”

Exporting is more than leftovers

He emphasised the importance of a focused and intentional approach, urging Jamaican businesses not to treat export as an afterthought.

“Too often, what gets exported is whatever is left over after serving the local market. However, there are Jamaican companies today earning 70 to 90 per cent, even up to 100 per cent, of their revenue from international markets. Why? Because they’re focused. They understand the value of the US dollar and have made a strategic decision to invest in markets where their products can gain traction, rather than solely competing in a saturated local space,” he outlined to Our Today.

Dawkins noted that while exporting can be expensive, particularly for businesses unfamiliar with the necessary compliance and regulatory requirements, the risk is worth the reward. “If you’re deliberate, informed, and strategic, the returns can far outweigh the initial investment.”

This is precisely where Xecute comes in. Xecute will offer tailored services in export readiness, product development, market access, regulatory compliance, and distributor engagement. Dawkins explained that his approach is grounded in practical experience and a deep understanding of how to turn ideas into profitable international ventures.

Drawing on years of hands-on experience, Dawkins has helped numerous Jamaican businesses navigate the complexities of compliance and regulatory frameworks, guiding them successfully into international markets. Many of those companies, he said, are now thriving overseas.

“Jamaica has the talent and the creativity,” he said. “What we need now is a little more structure, realism, and execution.”