Frequently Asked Questions

Because I wanted to have my own space to organize ideas, share learnings, and give some context to what I do.

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Everything related to understanding how a product, brand, or digital experience works.

I’m especially interested in the intersection of strategy, human behavior, technology, and data.

Depends on the day. I like finding patterns in data, but I also enjoy writing or designing ideas.

I guess I work well right at that intersection.

I fit well in both. I'm especially interested when something is changing or needs to be consolidated.

I have worked in various fast-growing environments, with undefined structures or a need to connect isolated areas. I'm motivated by shaping things that are still under construction, even if they were already big before I arrived.

Both. I started more focused on B2C, but in recent years I’ve worked on B2B projects with institutional clients, professionals, or large accounts.

Each has its own logic, but in the end it all comes down to understanding who you’re talking to.

What I really like is moving things forward. Sometimes that means leading, and other times supporting or making suggestions without needing to be in the spotlight.

What matters to me is clarity, pace, and purpose.

By understanding that one without the other is incomplete. A good strategy without execution stays theoretical, and execution without direction can be just noise.

I try to move naturally between both worlds.

Yes, I have a degree in Economics (with a focus on environmental Engineering) and have completed several master’s degrees in International Trade, Banking and Finance (official master's in English), Digital Business, and Online Sales.

I like having a big-picture view, even if I later need to get into the details.

I studied marketing at the University of Chicago (USA) and a year of economics at TEC de Monterrey (Mexico), as well as several specialization programs in Spain.

I enjoy learning and understanding things from different angles.

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That what seems obvious in one place may be confusing in another.

Working in various contexts has helped me adjust my pace, language, and decision-making style depending on who I'm with.

Yes, quite a bit. I studied a full year in Mexico, also trained in Chicago, and have worked in places like New York, Chicago, Geneva, and London.

More than the names, what marked me was the need to adapt: to the pace, to the way of communicating, to the tone of each culture.

Today (updated July 2025), I work daily with teams in France and LATAM, and I think I've already internalized that diversity.

It was a key experience. Not just because I was in Chicago, but because of the environment: diplomacy, stakeholders, dynamic, very commercial, demanding, and requiring a lot of autonomy.

I learned to work with pace and focus but also to make decisions with little margin for error.

I think it was there that I started mixing instinct, data, and judgment, as I still do now.

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Probably, the project at my current company is one of the most complete, as it covers many areas.

What sets it apart is that it includes technical results, digital product design, content, development, general strategy, business, and marketing.

At various stages of my career, I have managed six- and seven-figure monthly budgets. Sometimes from the agency side, sometimes as the client.

Beyond the numbers, the interesting part has been understanding what to do with that money, where it makes an impact, how to measure it, and above all, being aware of the objective return.

Yes, I am certified in tools commonly used in marketing and digital product management.

I have several certifications from Google (Ads, Analytics, Tag Manager…) and also from Microsoft. Most of these require annual recertification. I try to keep them all up to date.

Certifying not only brings technical knowledge, but after years of real use with large budgets, it has given me a holistic and strategic view of their integration in marketing and product projects.

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Yes, in both consulting and internal projects. I'm very interested in the user journey: what they’re looking for, where they get lost, what activates or blocks them.

I've worked with dashboards, heatmaps, CRMs, and A/B testing to understand and optimize the digital ecosystem.

Yes, quite regularly. I like having a clear picture of what's happening and why.

From web analytics to commercial KPIs, I try to let data help me focus and create impactful improvements.

Yes, and I think it comes naturally to me. I move comfortably between product, marketing, data, and business.

I like understanding how the pieces relate and helping them communicate, even if they come from different worlds.

Yes, in several projects. I'm not a developer, but I’ve often acted as a bridge between technical and business sides.

I've learned enough to understand limitations, processes, and priorities, which helps everything move forward.

Many times. In campaigns, web development, content, CRM… I think a key part is knowing what to ask for, and another is giving space for the expert to work without micromanagement.

I like working with trust and clarity.

With those where motivation arises from true collaboration among people and teams, not just following hierarchy.

I'm motivated by environments where people respect each other, goals are clear, and progress is celebrated more than ego.

Both. I like the beginning of projects because of the energy, but I also value finishing well, completing things with care. Without that, everything else is just a promise.