Founded Sellerista as a SaaS e-commerce platform, leading all aspects of product strategy, client acquisition, and technical execution. Directed the company from inception through product-market validation, wearing multiple hats across design, full-stack development, business development, and operational management. Ultimately achieved a successful acquisition outcome.

Develop technology-driven business strategies, align short-term execution with long-term platform architecture, balancing growth velocity against technical sustainability

Build and scale high-performing engineering teams, define career ladders, establish engineering culture, drive retention through technical challenge and ownership

Direct cross-functional operations, align engineering, product, and design output with company OKRs, tracking execution through KPIs tied to revenue and user impact

Make technology investment decisions, evaluate ROI on platform bets, AI tooling adoption, team scaling, and infrastructure spend against projected business outcomes

Enforce regulatory and compliance requirements, data protection (GDPR, HIPAA, SOC 2), software licensing, security policies, and ethical AI usage guidelines

Analyze financial and operational reports, identify inefficiencies, model cost scenarios, and recommend technology-driven improvements backed by quantitative evidence

Build and maintain strategic relationships with key partners, investors, and stakeholders, serve as the technical authority in due diligence and partnership evaluations

Perform root cause analysis on systemic business and technical failures, design corrective action plans with measurable outcomes and prevention mechanisms

Maintain deep domain expertise in target verticals, healthcare regulation, e-commerce conversion patterns, marketplace dynamics, and LATAM market specifics

An evidence-based design methodology focused on engineering end-to-end user experiences that systematically drive conversion events within e-commerce ecosystems. Integrates user journey mapping, A/B multivariate testing, heatmap analysis, and funnel instrumentation to identify friction points and iteratively optimize task completion rates, cart-to-checkout ratios, and lifetime customer value.

Conversion Oriented UX Design & Testing for E-Commerce

A data-driven approach to interface engineering that optimizes visual hierarchies, interaction affordances, and micro-interaction patterns specifically to maximize conversion funnels in e-commerce environments. Combines cognitive load theory, Fitts's law, and behavioral economics principles to design interfaces where every element is instrumentalized toward measurable commercial outcomes.

Conversion Oriented UI Design for E-Commerce

The systematic discipline of visual communication, applying principles of composition, color theory, typography, and semiotics to craft purposeful visual artifacts that convey precise messages to targeted audiences. Rooted in the axiom that form follows function, graphic design serves as the foundational layer of brand identity, product interfaces, and cross-channel marketing collateral.

https://en.wikipedia.org/wiki/Graphic_design

Graphics Design

The architecture and implementation of client-side application layers, encompassing component-driven UI frameworks, state management patterns, rendering optimization strategies, and build pipeline engineering. Spans the full spectrum from semantic HTML and CSS architecture through reactive JavaScript frameworks, code splitting, lazy loading, accessibility compliance, and cross-browser performance profiling.

https://www.indeed.com/career-advice/finding-a-job/front-end-engineer

Front End Engineering

The creative governance of visual storytelling across digital products, orchestrating mood, tone, imagery, motion design, and compositional systems to evoke intentional emotional responses and reinforce brand narrative. Bridges aesthetic vision with technical implementation, ensuring that every visual element serves both the experiential intent and the product's conversion and engagement objectives.

https://www.editorx.com/shaping-design/article/art-direction-web-design

Art Direction for Websites and Apps

The practice of building, mentoring, and directing high-performing cross-functional engineering teams toward aligned strategic outcomes. Encompasses hiring framework design, skill development programs, performance calibration, psychological safety cultivation, and the establishment of engineering culture norms that maximize individual autonomy while ensuring collective velocity and delivery predictability.

https://en.wikipedia.org/wiki/Team_leader

Team Leadership

The application of structured methodologies, specialized tooling, and cross-functional coordination frameworks to deliver complex technology initiatives within defined scope, timeline, and quality parameters. Encompasses agile ceremonies, capacity planning, risk mitigation strategies, dependency graph analysis, and stakeholder communication protocols to ensure predictable, high-quality delivery outcomes.

https://www.pmi.org/about/learn-about-pmi/what-is-project-management

Project Management

The orchestration and continuous optimization of distributed cloud computing resources, encompassing provisioning, monitoring, auto-scaling, cost governance, and security hardening across multi-service architectures. Involves infrastructure-as-code paradigms, observability stack design, capacity forecasting models, and the strategic balancing of computational throughput against operational expenditure constraints.

https://www.vmware.com/topics/glossary/content/cloud-infrastructure-management.html

Cloud Infrastructure Management

The technical orchestration of digital marketing channels, integrating programmatic advertising platforms, conversion tracking APIs, attribution modeling, and analytics instrumentation to maximize return on ad spend across the entire customer acquisition funnel. Encompasses server-side event integration, audience segmentation algorithms, and cross-platform identity resolution for holistic campaign measurement.

https://mailchimp.com/en/marketing-glossary/digital-marketing/

Digital Marketing

The systematic extraction of actionable intelligence from structured and unstructured data through statistical analysis, machine learning models, and visualization frameworks. Encompasses ETL pipeline design, predictive modeling, behavioral cohort analysis, and the construction of real-time dashboards that transform raw telemetry into strategic decision-making inputs for product, marketing, and engineering leadership.

https://www.simplilearn.com/tutorials/data-science-tutorial/what-is-data-science

Data Science & Analytics

The engineering of mobile applications from a unified codebase targeting multiple operating systems, leveraging frameworks such as React Native to achieve native-grade performance, platform-specific UX conventions, and shared business logic. Encompasses native module bridging, platform-conditional rendering, app store distribution pipeline management, and performance profiling across heterogeneous device ecosystems.

https://www.techtarget.com/searchmobilecomputing/definition/cross-platform-mobile-development

Cross Platform Mobile App Development

The research-driven discipline of designing interaction paradigms and information architectures that optimize usability, accessibility, and user satisfaction across digital products. Applies heuristic evaluation frameworks, cognitive walkthrough methodologies, usability testing protocols, and behavioral analytics to systematically reduce task friction and improve key experience metrics throughout the entire user lifecycle.

https://www.interaction-design.org/literature/topics/ux-design

User Experience Design & Testing

The systematic design of digital interface systems, defining visual hierarchies, component taxonomies, interaction patterns, and design token architectures that ensure consistency, accessibility, and aesthetic coherence across platforms. Applies Gestalt principles, color theory, typographic scales, and responsive layout engineering to create interfaces that are both functionally optimal and visually compelling.

https://www.interaction-design.org/literature/topics/ui-design

User Interface Design

The systematic identification, evaluation, and operationalization of emerging technologies and methodologies into production-grade business solutions. Combines technology radar scanning, proof-of-concept prototyping, feasibility analysis, and ROI modeling to de-risk innovation adoption, transforming nascent technologies into competitive advantages through structured experimentation and measured rollout strategies.

https://ceopedia.org/index.php/Innovative_research

Innovation Research & Application

The strategic craft of producing persuasive, conversion-oriented written content that drives specific user actions across digital and traditional channels. Combines principles of behavioral psychology, narrative structure, SEO semantics, and brand voice governance to create copy that simultaneously engages human audiences and satisfies algorithmic relevance signals.

https://www.fiverr.com/resources/guides/writing-and-copywriting/what-is-copywriting

Copywriting

The disciplined formulation, execution, and iterative evaluation of long-term organizational strategies, aligning technology capabilities, market positioning, and resource allocation with measurable business objectives. Encompasses competitive landscape analysis, scenario modeling, OKR frameworks, and the translation of abstract vision into executable roadmaps with quantifiable milestones.

https://corporatefinanceinstitute.com/resources/knowledge/strategy/strategic-planning/

Strategic Planning

The structured practice of reaching mutually beneficial agreements through principled dialogue, interest-based bargaining, and strategic concession management. Applies frameworks from game theory, BATNA analysis, and integrative negotiation methodologies to navigate complex multi-stakeholder scenarios, from technology vendor contracts and partnership agreements to cross-functional resource allocation and executive alignment.

https://www.pon.harvard.edu/daily/negotiation-skills-daily/what-is-negotiation/

Negotiation

Cascading Style Sheets articles and tutorials

Cascading Style Sheets is a style sheet language used for describing the presentation of a document written in a markup language such as HTML. CSS is a cornerstone technology of the World Wide Web, alongside HTML and JavaScript.

HTML5 Developer Guides

Hypertext Markup Language is the standard markup language for documents designed to be displayed in a web browser. It can be assisted by technologies such as Cascading Style Sheets and scripting languages such as JavaScript.

PHP Manual

PHP is a general-purpose scripting language especially suited to web development. It was originally created by Danish-Canadian programmer Rasmus Lerdorf in 1994. The PHP reference implementation is now produced by The PHP Group.

Pro Git book

Git is software for tracking changes in any set of files, usually used for coordinating work among programmers collaboratively developing source code during software development. Its goals include speed, data integrity, and support for distributed, non-linear workflows.

Guides and Tutorials

Jira is a proprietary issue tracking product developed by Atlassian that allows bug tracking and agile project management.

jQuery Learning Center

jQuery is a JavaScript library designed to simplify HTML DOM tree traversal and manipulation, as well as event handling, CSS animation, and Ajax. 

MDN JavaScript Tutorials

JavaScript, often abbreviated as JS, is a programming language that conforms to the ECMAScript specification. JavaScript is high-level, often just-in-time compiled, and multi-paradigm. It has curly-bracket syntax, dynamic typing, prototype-based object-orientation, and first-class functions.

MySQL Training Links

MySQL is an open-source relational database management system. Its name is a combination of "My", the name of co-founder Michael Widenius's daughter, and "SQL", the abbreviation for Structured Query Language.

Apache HTTP Server Wiki

The Apache HTTP Server, colloquially called Apache, is a free and open-source cross-platform web server software, released under the terms of Apache License 2.0. Apache is developed and maintained by an open community of developers under the auspices of the Apache Software Foundation.

Photoshop tutorials

Adobe Photoshop is a raster graphics editor developed and published by Adobe Inc.

Sass Basics

Sass is a preprocessor scripting language that is interpreted or compiled into Cascading Style Sheets. SassScript is the scripting language itself. Sass consists of two syntaxes. The original syntax, called "the indented syntax," uses a syntax similar to Haml.

Animate tutorials

Adobe Animate is a multimedia authoring and computer animation program developed by Adobe Systems. Animate is used to design vector graphics and animation for television series, Online animation, websites, web applications, rich web applications, game development and other interactive projects.

Plesk University

Plesk is a commercial web hosting and server data center automation software with a control panel developed for Linux and Windows-based retail hosting service providers. 

CEO & Founder at Sellerista

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