From data strategy to system integration, I help teams understand their customers and make better decisions.
Where the data lives and how it moves.
Figuring out where your data lives, what you actually need, and how it should all connect. The goal is one clear picture instead of ten conflicting spreadsheets.
Built the system that gives a European telco one complete view of each customer, combining their online and in-store data.
Setting up the central system where all your customer data lives, so every team works from the same information instead of their own version of it.
Designed the customer data model for a major insurer, replacing five disconnected systems with one.
Setting up what you measure on your website and apps, making sure it captures what matters, handles privacy properly, and doesn’t slow anything down.
Rebuilt tracking for a major broadcaster across web and mobile, from scratch.
Making tools work together instead of side by side.
Making your sales, marketing, and product tools actually talk to each other. When they share data, your team stops copying things between tabs and starts making faster decisions.
Connected a fashion brand’s email marketing to their customer data, so campaigns used real behavior and results flowed back automatically.
Automating the things your team does manually every day: routing leads, triggering follow-ups, updating records. Things that should run on their own.
Set up automated data sharing between a travel group’s customer platform and their website personalization, so the site adapted to each visitor automatically.
Showing each person relevant content based on what they’ve actually done, across email, web, and app. Not generic blasts.
Built personalized product recommendations for a national retailer based on real browsing and purchase behavior.
Testing, measuring, and building what works.
Running tests to figure out what works: which page converts better, which message resonates, which flow keeps people engaged. Then building the system to do it consistently.
Built a testing program for a company where real customer data informed an AI that recommended products.
Figuring out how people actually use your product: where they get stuck, what makes them convert, what makes them leave. Then using that to improve things.
Set up end-to-end analytics for a European telco so their team could see what was working and what wasn’t.
When something needs to be built, I build it. Web apps, tools, prototypes, whatever the project needs.
This portfolio: designed, built, and shipped end to end.
I'd rather track 20 things well than 200 things nobody looks at. Most of the useful work is figuring out what you actually need to know, and building the measurement around that.
Knowing one system inside out beats surface-level familiarity with ten. When something breaks, that depth is the difference between a quick fix and a week of guessing.
Tools get replaced every couple of years. I've rebuilt enough setups to know that what actually survives is the logic underneath: how things connect, how data moves, how decisions get made.
Some conversations I've been part of.
A conversation about career growth, staying curious in tech, and the path from Cuba to Italy to working globally in data and marketing technology.
Listen →
Talking about data, AI, building things on the web, and how I ended up doing what I do.
Listen →
A conversation about identity, belonging, and growing up between Cuba, Italy, and everywhere else, conducted as part of the TQBIE interview series.
Read →The territory I work across
Platforms, languages, and disciplines I move between.
Articles on customer data platforms, marketing technology and the work around them.
A Customer Data Platform should do more than unify and activate data. It should help organizations understand, compose, operate, and verify customer logic.
Read on LinkedIn
An exploration of the symbiotic relationship between humans and artificial intelligence, examining how AI development shapes our society and thinking.
Read on Medium
My journey from bartender to self-taught developer - the challenges, learnings, and tips for aspiring developers.
Read on MediumRemote, project-based, async-friendly. English, Spanish, Italian. Direct messages over status meetings.
Too many books, and a habit of staying curious about things that have nothing to do with marketing technology.
More about who I am →Have a project in mind, or just want to talk? I'd like to hear about it.
