Mexico City, Mexico
Product and Operations leader focused on user growth and retention, with experience in fintech and mobility. Led market expansion using data-driven strategies, and developed high-performing teams. Skilled in launching and scaling products across countries, using data, operations, and user research to grow market share and improve the product value proposition.
Mercado Pago - Fintech and Acquiring
Stori is a Unicorn Fintech (1,2 B USD), that promotes inclusive finance in LATAM. Product strategy: Develop key initiatives based on user research, data analysis, and competitors' understanding. - Increased balance 8x in six months by launching and operating a fixed investment product. - Improved investment conversion 22pp by optimizing the UX in the funnel screens. - Reduced 4pp delinquency rate by developing a payment button in the deposit product. - Grew active users 5x by executing and optimizing referral campaigns with a 13x ROI. Leadership: Two direct reports. Managed the relationship with cross-functional teams to boost growth strategies.
DiDi is a ride-hailing and delivery platform in Mexico, serving millions of users through on-demand transportation, food delivery, and digital payments. Operations: Designed and implemented initiatives to increase market share in 3 countries. - Recovered 90% of trips in 3 weeks after government ban by implementing incentives strategy. - Improved market share in key cities from 10% to 35% in 6 weeks by using coordinated coupons. - Boosted user activation 23pp, and reduced CAC by 30% by more accurately classifying users. Leadership: Three direct reports. Led campaigns with cross-functional teams to achieve critical mass.
Product Go-to-Market: Led the product and operations strategy for a new product in Argentina and Colombia. - Designed a new driver acquisition system that reduced total CAC by 30%. - Achieved 0 to 15% market share in the first 4 weeks by using incentives strategies. - Choose launch cities by conducting extensive on-site market research, interviewed +200 users. Leadership: Two direct reports. Coordinate end-to-end product launch across multiple teams.
Product strategy: Led first market research focused on new competitor (inDrive) to win back market share in Mexico. - Achieved 20% incremental trips by developing and launching a new product line in 2 MX cities. - Grew driver retention 6pp by improving safety perception in the app. - Increased weekly trips in key city by 37% by unblocking drivers, pricing, and incentives. - Awarded: User value creation recognition in 2021, with special recognition for product innovation.
OPI is a Leading data science startup acquired by Kavak in 2022. I worked directly with CEO on high-priority projects. Explored and assessed new ideas for products. Developed and implemented data products. - Evaluated and revised KPIs used to monitor sales funnel and project profitability. - Created and led innovation process: One minimum viable product developed and tested with firms.