Product manager and former engineer building useful digital systems.
Commerce, internal tools, operations, and websites across Mexico, Chile, and Colombia.
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Product decisions documented as working files, not polished mythology.
A playful food-builder interface for assembling tapas, gildas, and Mexican botanas pixel by pixel. Built as a complete product object: brand voice, pantry taxonomy, presets, shareable states, SEO, and a live critic character named Doña Oliva.
Search was broken as a product surface: bad states, no business rules, no real tracking loop. Rebuilt it from discovery logic to UX to analytics. Purchases from search doubled.
Repeat customers were hitting the same friction as first-timers. Mapped the journey, found the real friction points, shipped targeted fixes. Conversion up 30%.
Every launch was a renegotiation from scratch: same questions, different teams, repeated ambiguity. Built a repeatable system: intake, brief, ownership, readiness, review. Execution time cut in half.
Search, funnels, launches, conversion
Headless commerce, ERP, integrations
Roadmaps, squads, launch systems
Websites, interfaces, brands, artifacts
Small teams, complicated systems, and digital products that need a clearer shape.
Unclear briefs turned into decisions, flows, and requirements.
Portfolio sites, company pages, launch surfaces, and calculators.
Dashboards, operational workflows, and admin systems.
Catalog, search, checkout, tracking, and conversion work.
Notes on making a site feel like a working archive instead of a polished template.
Photography as a way to practice framing, sequencing, omission, and evidence.
Brand as a set of decisions that constrain tone, layout, pace, and what the work is allowed to feel like.
A dashboard is not a chart wall when people use it to decide what happens next.
