Madrid, Community of Madrid, Spain
I've spent 18+ years obsessing over one thing: building digital products that people actually use. Right now I'm VP of Product at Alibaba Group, working on Miravia — one of the fastest-growing eCommerce platforms in Spain. I own the Search domain, responsible for over 50% of platform revenue, and I'm deep into AI, automation, and performance optimization to push the experience further. I geek out on AI-powered products, crypto & Web3, performance optimization, and automation — and how all of them intersect to build the next generation of digital experiences. CAREER HIGHLIGHTS ▸ Miravia (Alibaba Group): Positioned Miravia as the #1 most downloaded app on App Store & Play Store within 3 months of launch, maintaining a spot among the top 5 eCommerce platforms in Spain by 2026. ▸ McDonald's Spain App: · Maintained the #1 most downloaded restaurant app in Spain for 90% of my tenure. · Drove the app to generate 20% of McDonald's Spain's total revenue. · Launched the Big Mac 50th Anniversary campaign → 100,000 downloads in 10 days. ▸ DeSitio (Founder): Built one of Mexico City's first mobile startups for safer taxi rides, scaling before Uber entered the market. ▸ Gran Invento Podcast: From 2018 to 2025, hosted a leading Technology & Digital Business podcast — 163 episodes, ranked Top 5 in Mexico and Top 15 in Spain.
Aligned with the company’s strategic objectives — and once the successful market penetration and user activation goals had been achieved — I transitioned in February 2024 to lead the Search and Category Performance team. This move represented a shift from building awareness and first-time conversion to driving performance, scalability, and long-term efficiency across Miravia’s shopping experience. In this new stage, my focus has been to maximize conversion and profitability through algorithmic focus, innovation and product optimization. We became pioneers in implementing AI-powered products, efficiently adapting to the available technology from day one — especially in product recommendation and navigation personalization — to deliver a smarter, faster, and more relevant shopping journey for every user. Key achievements: • Drove measurable improvements in search efficiency, CTR, and retention through AI-driven performance initiatives (details confidential). • Designed and deployed intelligent recommendation and personalization systems that significantly enhanced engagement and conversion. • Launched the Portuguese market at the end of 2024, ensuring product readiness, localization, and high performance from day one.
Leading the product strategy, development, and performance of Miravia, Alibaba Group's ecommerce platform.
As part of the founding team of Miravia, I led the product vision for the Homepage and overall first-time user experience — ensuring new users understood, engaged with, and converted on the platform. My mission during this stage was to make Miravia’s launch experience both intuitive and inspiring, driving initial adoption and retention while defining the product principles for future growth. Key achievements: •Positioned Miravia as the most downloaded app on App Store and Play Store within 3 months of launch, maintaining that position through 2023. • Designed the end-to-end onboarding and conversion flow, helping users discover and interact with Miravia’s unique shopping experience — achieving measurable and sustained user engagement growth throughout my involvement. • Built the foundation of the recommendation and personalisation logic that later scaled to search and category modules.
Named one of the best Spanish-language technology podcasts in 2021 by Entrepreneur magazine. A podcast about technology and digital business with 100+ episodes. In 2020, it ranked as the 4th most-listened technology podcast in Mexico and 11th in Spain.
As a Product Manager at Scalio, I led a multidisciplinary squad comprising engineers, designers, and analysts, working directly with clients such as Airbnb, Google, Uber, and Shell. My responsibilities included: • Focused on financial products involving investment regulated by the U.S. Securities and Exchange Commission (SEC), ensuring compliance and building robust, user-centric solutions in highly regulated environments. • Collaborating with clients to define detailed requirements, business objectives, and product specifications. • Owning the product roadmap, from conceptualization to execution, while ensuring seamless UX through defined flows and wireframes. • Coordinating and managing project execution, ensuring timely delivery while balancing stakeholder expectations and technical feasibility. • Maintaining constant communication with internal teams and external stakeholders, ensuring transparency and alignment across all phases of development.
Responsible for the most used App in the restaurant industry in Spain, with over 2 million monthly unique users. • Devised, proposed, and managed all developments aligned with McDonald’s App's Roadmap, delivering five major releases per year. • Created the backlog and managed tasks, coordinating work across UX, Android, iOS, Backend, Frontend, and Support teams. • Analysed all app-related data to generate actionable insights. • Produced data-driven reports for McDonald’s and all franchisees in Spain. Achievements • Maintained the app as the #1 most downloaded app in Spain for the restaurant industry during more than 90% of my tenure as Product Owner. • Led the app to account for 20% of McDonald’s Spain’s total revenue during my leadership. • Managed and launched the Big Mac 50th Anniversary campaign, which resulted in 100,000 new downloads in just 10 days. • Successfully guided the product through the implementation of the GDPR regulations in 2018.
Technology driven leadership for this Tex-Mex food chain in Spain with 20 restaurants around the country Data driven product and pricing strategy Achievements Creation and implementation of the Food Delivery stategy in a national level Creation and launch of new products that increaser the companies revenue in 25%