I help teams turn complexity into clear decisions, aligned execution, and measurable outcomes.
I began my career designing interfaces. Working across e-commerce, fintech, media, and digital platforms taught me a fundamental truth: usability, performance, and scalability depend on more than visual craft; they are shaped by the strategic decisions behind the product.
That perspective expanded my practice from designing screens to architecting product systems—connecting user behavior, technical constraints, and business priorities through UX research, empirical data, and structured thinking.
At doto.com.mx, one of Mexico's leading consumer electronics e-commerce platforms, I led the product design strategy and developed a scalable design system native to the VTEX FastStore framework.
The project drastically improved user experience and conversion rates.
The work contributed to the platform winning the VTEX E-Commerce Award for innovation and best UX.
It became a defining point in my career—confirmed proof that true product performance comes from seamlessly bridging strategy, design, engineering, and commercial execution.
Alongside my work with established organizations, I have co-founded ventures and led independent projects—taking end-to-end ownership of product decisions directly connected to revenue growth and business performance.
A curated selection of roles, co-founded ventures, and strategic projects across e-commerce, SaaS, digital media, and technology platforms.
Building an AI-powered website intelligence product that turns complex sites into prioritized, implementation-ready insights. Leading product, UX/UI, technical direction, and go-to-market.
May 2026 – Present
Collaborating with Nika Agency on visually driven AI digital products and interactive brand experiences. Leading art direction, UX/UI design, creative concept development, motion design, and high-precision prototyping across advanced digital interfaces.
Apr. 2026 – Present
Commerce technology consultancy specializing in Magento, VTEX, and custom architecture. Contributed to product strategy, AI-assisted visual direction, and UX/UI design—translating complex operational workflows into modular, scalable web systems.
Mar. 2026 – Apr. 2026
Next evolution of the Lattitude–MedRent ecosystem. Architected the clinical digital platform for this specialized women's health and aesthetics brand, combining modular UX, optimized SEO taxonomy, and high-converting e-commerce product flows.
Nov. 2025 – Mar. 2026
Spearheaded the end-to-end digital redesign for medical equipment sales and rentals. Scope included UX research, modular UI architecture, SEO-driven sitemaps, and specialized content production for high-complexity categories like Neurodiagnostics and Pulmonary Function.
May – Oct. 2025
Redesigned and developed the new Lattitude web ecosystem. Built a scalable headless CMS structure, SEO keyword clusters, and specialty-based product pages—unifying design, web analytics, and catalog management into a single platform.
Jan. – Apr. 2025
Redesigned and optimized the enterprise e-commerce experience. Restructured the checkout flow, enhanced UI/UX consistency across VTEX, and deployed user-centered features including flexible payment gateways, delivery tracking, and loyalty membership integration.
Jul – Sep. 2025
Multi-sided SaaS digital platform and mobile ecosystem for the hospitality industry. Restructured information architecture, built a dark-mode design system, and optimized critical user flows including real-time table reservations, billing, and restaurateur management dashboards.
Mar – May. 2025
Financial services platform (fintech) empowering users with accessible digital tools. Led its digital transformation by architecting comprehensive design systems, streamlining onboarding flows, and deploying data-driven product strategies.
Aug – Dec. 2024
Leading consumer electronics e-commerce platform in Mexico. Spearheaded product design strategy, architected a scalable design system native to VTEX FastStore, and optimized end-to-end UX/UI flows to significantly boost conversion rates and customer retention.
Apr. 2023 – Jun. 2024
Creative and digital strategy firm. Partnered with high-profile brands including Chilango, Capital Digital, The Clean Industry, and Universidad Ibero—leading brand direction, UX architecture, and commercial growth strategies.
Mar. 2022 – Apr. 2023
Mezcal marketplace blending e-commerce with artisanal heritage. Co-founded this venture, leading end-to-end product design, brand identity, digital commerce strategy, and business development efforts.
Sep. 2021 – Aug. 2023
High-traffic digital publishing platform owned by one of Mexico's largest media broadcasters. As a digital product consultant, I restructured editorial architecture and mobile UX flows—driving a +54% increase in site visits and +46% growth in newsletter subscribers.
Nov. 2021 – Jul. 2022
Leading manufacturing corporation in Mexico. Developed the heritage-driven branding and digital storytelling project celebrating 100 years of La Corona's industrial legacy, bridging traditional brand equity with modern digital execution.
Nov. 2020 – Apr. 2021
One of Latin America's premier digital media publishers. Engineered user experiences, visual design systems, and content distribution strategies for large-scale digital platforms and high-impact editorial initiatives.
Jun. 2019 – Jul. 2022
Corporate innovation consulting firm. Facilitated Design Thinking methodologies, led executive workshops, conducted user research, and modeled business frameworks to optimize digital product strategies for enterprise clients.
Mar. 2019 – Jun. 2019
Digital marketing and commercial solutions agency serving emerging North American markets. Designed web experiences, UX/UI usability enhancements, and brand positioning strategies for product launches across Canada and the US.
Dec. 2018 – Mar. 2019
Brand management and positioning firm. Directed digital strategy and UX architectural enhancements—ensuring absolute alignment between business objectives, consumer expectations, and emerging market trends.
Oct. 2017 – Dec. 2018
Delivered specialized UX/UI, corporate branding, and functional motion design solutions across diverse industries—strengthening end-to-end project ownership and agile technical adaptability.
Jan. 2017 – Oct. 2017
One of Mexico's largest multimedia news and broadcasting platforms. Spearheaded UX/UI initiatives during its digital transformation, developing structured content architecture and interactive platforms to maximize audience retention.
Jul. 2016 – Dec. 2016
Branding and digital marketing agency. Developed web design strategies, commercial assets, and brand identities. Simultaneously served as a technical instructor, teaching professional design, marketing, and web development courses.
Jan. 2016 – Jul. 2016
Designed high-impact digital and print campaign assets for The Home Depot Mexico, enforcing strict brand guideline consistency and optimizing customer retail engagement across nationwide marketing channels.
Jan. 2015 – Dec. 2015
I build scalable product systems grounded in data, rigorous testing, and real-world engineering constraints. By aligning UX, technical architecture, and business priorities, I help teams strip away complexity and execute with absolute clarity.
I stay deeply engaged with emerging technology, artificial intelligence workflows, and modern front-end development (vibe coding). Physical fitness and competitive chess provide a complementary discipline—reinforcing focus, consistency, and strategic long-term thinking.
I'm drawn to complex product environments where digital architecture, technical execution, and business performance must operate as a single engine—collaborating with founders, directors, and teams that value clarity, ownership, and lasting impact.