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Work Background
Metiche BIStrategy & Product Advisor
Dec. 2024Guadalajara, Jalisco, MexicoMetiche invited me as an advisor to support the implementation of agile methodologies (SCRUM) as part of an operational optimization process. As I got involved, I identified a significant opportunity: aligning the company’s strategy, structure, and operations with its core purpose to enable sustainable and scalable growth. Together with the team, we built a strong strategic foundation that drove the business forward: Defined the organizational purpose and connected it to the design of a new business unit and an expansion roadmap. Implemented frameworks such as Strategic Choice Cascade, OKRs, North Star Metric, SOPs, risk matrix, and SCRUM to professionalize internal management. Built a clear vision that allowed us to standardize key processes, onboard strategic partners, and create new growth lines like “Quiero Exportar” and the roadmap toward Metiche Capital 2027. Supported the transition to an agile, adaptable, and results-driven operating system, maintaining close collaboration with the team in my role as advisor.
Nubo DataProduct Leader / Strategy
Aug. 2024Guadalajara, Jalisco, MexicoI join Nubo (formerly Droiit) to transform how companies make decisions with data—without requiring technical expertise. We began in 2023 as a project to digitize market research, but through extensive discovery and multiple pivots, we uncovered the real opportunity: building a business analytics platform powered by causal AI for companies in Mexico and Latin America. As Product Manager, I led the entire product lifecycle: Conducted design research through interviews with over 30 users and validated key pain points with five design partners to initiate the Go-to-Market phase in Mexico. Developed a functional MVP in 15 days, followed by biweekly iteration cycles. Co-created with potential clients using the 5Ds framework (Discovery, Definition, Design, Delivery, Data). Participated in the Founder Institute and was accelerated by Emprelatam, validating the new strategic direction. Led the creation of the pitch deck, GTM strategy, product roadmap, value propositions, landing page, and testing with impact metrics. The biggest lesson has been building products from user empathy—recognizing that B2B technology is often overly technical and complex. Asking the right questions, prioritizing real problems, and aligning the team around user needs have been key to creating value. We’ve stayed focused on the issue and the user, avoiding feature creep and ensuring that every solution addresses real user pain points—not just what we “like” to build.
Monstrum AdvertisingStrategy & Operations Freelancer
Aug. 2024 - Oct. 2024Guadalajara, Jalisco, MexicoMonstrum, a marketing startup transitioning to remote operations, hired me to structure its Project Management system. After an initial diagnostic, we uncovered a deeper root issue: the company lacked a clear purpose and aligned strategy. We redefined the organizational purpose and established a North Star Metric. I implemented SCRUM, OKRs, and KPIs using collaborative tools like Notion and Miro. We documented and standardized key processes, creating checklists and internal controls to boost operational efficiency. This project reinforced a key lesson: before scaling, you must build strong systems—and a solid diagnostic can completely shift the direction of an intervention to multiply its impact.
Obra CreativaProject Manager & Business Strategist
May. 2024 - May. 2025Guadalajara, Jalisco, MexicoObra Creative hired me as a Project Manager to lead operations for the marketing unit. From the outset, I identified a significant opportunity to scale the team’s impact by refining its structure, professionalizing processes, and integrating technology to enhance agility and deliver greater value to the end user. During my time there, I led a comprehensive transformation process: Increased profitability by 50% and team productivity by 120%. Designed an operational well-being strategy that reduced perceived workload (burnout) and raised the NPS from 7 to 9. Scaled the team from 4 to 9 members, plus two freelancers, with transparent recruitment and organizational culture processes. Implemented SCRUM, Design Thinking, OKRs, and KPIs and developed a structured methodology for brand strategy projects to create user-centric products. Led the group’s digital transformation, including migration to Zoho One and automation of key processes using Zapier, ChatGPT, and Darwin AI. Proposed and structured the unification of the company’s three business units under a coherent and authentic brand narrative. This experience strengthened my vision of how to connect strategy, product, operations, and culture to unlock the full potential of teams and organizations.
MarktspotProject Leader / UX Contributor
Dec. 2022 - Apr. 2024Guadalajara, Jalisco, MéxicoAt Marktspot, I worked as a strategist and researcher to develop tech products that enabled SMEs and startups to access market research quickly, efficiently, and affordably. My primary responsibility was to design and validate a new business line that eventually evolved into Droiit and later into Nubo. Reduced delivery time for secondary research reports by 50%. Developed value propositions for different market segments. Led product discovery in the hardware industry. Contributed to the brand design and website development. This project taught me a fundamental lesson: delivering data isn’t enough—what truly matters is helping companies make decisions with it. That insight became the seed for what Nubo is today.
LUNE Integral Care CenterProduct Manager / UX Strategy
Oct. 2020 - Sep. 2023Guadalajara, Jalisco, MexicoI was invited to relaunch a struggling laser hair removal business (formerly “Piel Virgen”) that had been stagnant for three years. I accepted under one condition: we would change absolutely everything. That’s how Lune was born—a space that breaks away from traditional beauty norms and embraces holistic well-being through a wabi-sabi lens. I completely redesigned the business model and user experience, creating a place where feeling good about yourself was just as important as the treatment itself. Grew from 200 accumulated clients in 3 years to over 400 in less than one year. Doubled annual sales. Scaled the team from 3 to 10 people. Led the brand, commercial, operational, cultural, UX, and data strategies. One of the most valuable lessons was staying so close to the customer that their feedback became our roadmap. Although I sold my share in 2023, Lune taught me key lessons in empathy, brand consistency, and how to lead with a purpose-driven vision.
Akamb-Moda con OrigenHead of Product Strategy
Jun. 2020Guadalajara, Jalisco, MexicoI collaborated with Akamb as a Product Manager developing the vision of creating a sustainable fashion brand that offers high-quality products made in Mexico using recycled and organic fibers while also taking a different approach: connecting the product with the user through technology, purpose, and experiences that transcend fashion. I led the strategic and product development from scratch: Designed the value proposition using the Disruption framework (“Fashion with origin”) and built the strategy with Design Thinking, JTBD, OKRs, and benchmarks. Implemented a demand planning system that enabled us to manufacture over 4,000 units, funded through an F&F capital raise. Developed the e-commerce platform with a strong UX/UI focus, integrating technology to enhance user experience and drive repeat purchases. Coordinated the marketing, product, and advisory teams and structured the management system and company culture. Although the project was paused due to differences with co-founders, it left me with valuable lessons: e-commerce is not retail, and scaling without a deep understanding of the user can be fatal. I learned to listen more to data, less to assumptions, and to trust a strategic approach validated by real user insights
Nexco SolutionsStrategy Consultant
Jul. 2016Guadalajara Area, MexicoNexco was born from an ambitious vision: recovering metals from electronic waste to reintegrate them into the production chain. We developed a chemically based process that was technically validated at an industrial level and even pitched it to a multinational company, which showed strong interest. However, due to a lack of investment, we pivoted to plastic recycling (LDPE) and eventually, in 2019, shifted toward consulting in industrial processes. Since then, I have led diagnostics, training sessions, root cause analyses, and operational strategies for both small and medium-sized enterprises (SMEs) and large enterprises.
CrossLifter LtdOperations Manager
Jun. 2013 - Oct. 2015Guadalajara Area, MexicoAt Crosslifter (formerly Arena Training Club), I led the development and operations of a specialized weightlifting and fitness center from the ground up. I designed the business plan, led the go-to-market strategy, managed the team, and optimized operations with a user-centered approach. Key achievements: Successfully launched and sold the business. Managed a 6-person operations team. Implemented continuous improvements based on direct customer feedback. This was my first hands-on experience building something from scratch, and it taught me a core lesson: the power of active user listening and the importance of simple yet effective systems for efficient operation.
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