Ecuador
Over 10 years building and scaling digital businesses across Latin America, including nearly 7 years spanning the full lifecycle of one of the region's leading super-apps. That tenure spans launching market operations from zero, scaling new verticals, leading global operational excellence programs with direct P&L impact, directing the restaurant POS integrations roadmap and driving GTM execution for affordability and profitability initiatives across LatAm. More recently, focused on platform demand shaping across 6 markets, using cohort retention analysis to improve partner quality and drive sustained user growth. A builder, repeatedly taking functions, new verticals, and markets from concept to scale, connecting product decisions to business performance, and building things that run beyond any one person. Deep Latin American market expertise, the competitive dynamics, consumer behavior, and operational realities that are genuinely difficult to replicate from the outside.
Merchant Quality & Operations: - Shaped platform demand across 6 LatAm markets using cohort retention analysis to prioritize higher-quality partners and drive sustained user growth. - Drove go-to-market execution for strategic initiatives focused on tax optimization and cost efficiency. - Directed the Restaurant POS integrations function, driving double-digit merchant growth through scalable partnerships. - Prioritized the merchants tech roadmap based on impact to revenue, contribution margin, and profitability.
Operational Excellence: - Led a global operational improvement plan, reducing customer claims by ~20% with direct impact on P&L performance. - Built and led a high-impact team focused on NPS uplift and user retention across the restaurants marketplace.
Established Prepared Foods, CPGs(Groceries), and Ecommerce: - Owned the expansion into new retail verticals, scaling demand by ~20x while preserving operational performance and service quality.
- Advised companies on e-commerce expansion across 5+ industries, driving transactional growth and digital transformation. - Oversaw data-driven growth strategies focused on sales and conversion, delivering measurable performance improvements. - Managed paid acquisition and investment strategy across core channels (Meta, Google and Linkedin).
- Managed key accounts across the US and Ecuador, owning KPI tracking and performance reporting. - Supported digital growth initiatives through advertising optimization aligned with business targets.
- Built the regional inbound strategy to launch a new lead generation business, scaling the marketing database. - Planned and executed +10 data-driven content campaigns across digital channels and formats.
- Designed and implemented digital solutions for commercial mobility products using APP, USSD and SMS technologies. - Built and scaled a client referral framework, training 1,000+ credit officials nationwide to drive adoption and support business growth.