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Work Background
Verbal+VisualDirector of Technology
Nov. 2023 - Dec. 2024As CTO at Verbal+Visual—a digital design and development studio specializing in immersive digital commerce experiences built on Shopify—I led our technical strategy to ensure that our innovative solutions not only met but also elevated our clients' brand visions. Tasked with integrating cutting-edge technology with emotionally charged, sensory-driven design, I ensured that every project—from Shopify Plus development and seamless migrations to site redesigns, optimization, and POS setups—was executed to the highest standards. Key responsibilities included: • Strategic Technical Oversight: Shaping a technology roadmap that aligned with creative, immersive digital commerce strategies, ensuring our software architecture and tech stack empowered brands to forge deep connections with their audiences.
• Team Leadership: Directing day-to-day operations of our development team by setting clear objectives, managing code reviews, and meeting critical milestones to transform innovative ideas into robust, scalable solutions.
• Quality Control: Implementing rigorous coding standards, testing protocols, and performance benchmarks to guarantee that our deliverables met uptime, security, and performance targets—always delivered in a professional, workmanlike manner.
• Technical Communication: Serving as the primary technical liaison with clients, ensuring transparent communication, addressing escalations promptly, and upholding 24/7/365 support obligations to keep projects on track.
• Maintenance & Updates: Overseeing ongoing maintenance, bug fixes, and enhancements to ensure our immersive digital commerce experiences remain cutting-edge and fully optimized. In this role, I fused technical innovation with creative excellence, driving growth and elevating brand presence for clients like Carhartt, Faherty, and Andie Swim in the competitive e-commerce landscape.
ReblHead of Tech
Jan. 2022 - Feb. 2025As Head of Technology at Rebl, I lead our global, distributed team in shaping the company's technological vision and driving innovation across every layer of our organization. With 30 years of experience in the tech industry, I blend deep technical expertise with strategic leadership to oversee operations, partner closely with Sales, and define our dynamic products and services offering. My role centers on: • Global Operations: Managing a world-wide team to ensure seamless and efficient tech operations.
• Tech Visionary Leadership: Steering the strategic direction of our technology initiatives and staying ahead of industry trends.
• AI Integration: Spearheading the transformation of our processes through the integration of Artificial Intelligence, enhancing efficiency and unlocking new opportunities.
• Custom ERP Development: Leading the design and implementation of a tailor-made ERP system that fully integrates and streamlines every process within our company.
FloydDirector of E-Commerce Engineering at Floyd
Aug. 2021 - Jan. 2023In my role as Director of E-Commerce Engineering at Floyd, I was responsible for driving our digital commerce strategy for our Shopify store, leading our dynamic, cross-functional team. I collaborated closely with internal clients, UX designers, stakeholders, and external developers to design and deliver innovative, scalable online experiences. Key highlights of my role included: • Team Leadership & Collaboration: Built and managed a high-performing internal e-commerce engineering team, working directly with the Head of E-Commerce to align technical initiatives with business goals.
• Innovative Solutions: Led the development of custom Shopify and Shogun front-end themes while optimizing pre-existing themes, ensuring our online presence remained cutting-edge and user-centric.
• Strategic Integration: Partnered with Product Management to evaluate, scope, and schedule new integrations and functionalities, continually enhancing both the front-end and back-end user experiences.
• Risk Management: Identified potential risks to product success and devised effective solutions to minimize those risks, ensuring a resilient and robust e-commerce platform.
• End-to-End Engineering: Oversaw the full lifecycle of e-commerce projects—from conceptualization and design to development, integration, and ongoing optimization—ensuring seamless collaboration across all teams. My time at Floyd allowed me to merge strategic vision with hands-on technical leadership, driving meaningful impact and growth in our digital commerce initiatives.
Elace MediaSoftware Engineer
Jan. 2012 - Feb. 2013Developer at Elace Led and developed cutting-edge projects, including:
• Gaming & Entertainment: Created HTML5 multiplayer Bingo game and managed HTML5 Video Slot film project.
• Web Applications & Game Integration: Developed a multi-theme, multilingual FB-integrated application.
• Full Stack Development: Led both frontend and backend development for various systems.
AvanfeelIT Consultant
Jan. 2005 - Dec. 2020Delivered diverse IT projects across sectors, including: • Crypto & Mobile: Integrated Byteball’s token/payment gateway and developed a Mercado Libre App.
• E-Commerce & Digital Media: Engineered custom retail systems (Fewmoda.com) and re-designed websites for Teledoce.com, restorationseeds.com, and more.
• Custom Solutions: Developed tailored CRM/ERP, transport logistics systems, and an HTML5 multiplayer game.
• Consulting Excellence: Advised major Berlin hotels and achieved top project ratings at ELTO.com.
• Sales & marketing department
• Sales operation in Uruguay, Argentina and United States.
• Development of “Sentio” Project Management, CRM and ERP tool for the company (3 years of development).
EvaChief Technology Officer
Jan. 1999 - Dec. 2005In charge of IT department. In the early stages I was involved in content development and UI design. Technologies in use were HTML, CSS, ASP and SQL.
Tu2is.comFounder & CTO
Jan. 1999 - Dec. 2002Tu2is.com was the first uruguayan photo social network. It was created at the end of the so called dot-com bubble.
El SitioJunior editor at ElSitio.com
Jan. 1999 - Dec. 2001I was part of the team in charge of content development at El Sitio.com. It was one of my first experiences in the industry.
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