Eight Cases.
One Thread.
Across payments, growth, HRIS, and advisory — the common thread is building things that work at scale.
Natural language interface built on vector embeddings and an internal MCP layer that reads school databases in real time. Administrators query their own data without generating reports — "How many students are past due?", "How much revenue came in today?" — and get instant, precise answers. Images 2–4 show the full UX flow from query to response.
At-a-glance view of monthly collection progress — how much has been received versus what's still outstanding. Gives school finance teams a single source of truth for their receivables without exporting spreadsheets.
Multi-channel platform for sending targeted communications to parents through the mobile app, WhatsApp, email, and SMS. Built on top of the CDP — every message is triggered by behavioral and payment lifecycle logic, not manual scheduling. Part of the 60M+ messages/year engine.
School-level onboarding for bank accounts — where collected payments get deposited. Simple by design: schools register their accounts once and all payment flows route automatically.
Individual student profiles — the core operational record linking enrollment, payment status, contact data, and communication history. The data layer that makes lifecycle automation possible.
One of the most important surfaces built. Real-time view of daily and monthly revenue — who paid, how much, when, and whether the transaction required an invoice or registered as a payment. Finance and Payments live together: same data, different fiscal treatment. Gives school directors and CFOs a live P&L without opening a spreadsheet.
Designed the mobile app used today by Cometa's platform. Initial scope: push notifications, collections follow-up, and parent communications. The same app is the delivery channel for lifecycle campaigns and payment reminders. Designed to expand into academic tracking — this was the foundation.
Full payment flow for the parent-facing portal — identical experience across web browser and mobile app. Designed to minimize friction at the moment of payment: the moment that directly impacts GMV and collection rates.
An experimental design currently running in A/B testing — intelligent WhatsApp reminders triggered by CDP lifecycle logic. Messages respect user segment, payment status, timing windows, and communication history. Built as part of the broader lifecycle automation system. This specific flow is live as a feature-flagged experiment measuring open rate and conversion against the control.
The methodology behind the A/B testing infrastructure I own company-wide: Hypothesis → design with V0/Lovable → code with Cursor → PR into the repo → Optimizely feature flag → gradual rollout to schools → measure → iterate. This pipeline compresses what used to take weeks into days — enabling 10x faster product iteration without sacrificing statistical rigor.
Context
Cometa is a Series A B2B VsaaS platform helping schools and tutors across Latin America manage payments, admissions, and student operations. I joined as Staff Product Lead and moved into Staff Growth PM — owning growth, payments, and AI-driven automation across a 200,000+ user platform.
Problem
A platform at meaningful scale had no systematic growth engine. Campaigns were manual, lifecycle logic was undefined, payment conversion was unoptimized, and there was no unified data layer for attribution or experimentation. Growth was happening — but it wasn't compounding.
What I Drove
- Architected the Customer Data Platform (CDP) — unifying behavioral and transactional data via Segment for precise attribution and lifecycle management
- Built the full growth engine: automated lifecycle campaigns across WhatsApp, email, and SMS via Twilio — 60M+ messages/year
- Designed and launched the "Pre-Onboarding Intrigue Funnel" — driving 50%+ improvement in first-month adoption
- Owned A/B testing company-wide: designed frameworks, automated experiment setup and analysis, coached engineers and PMs
- Architected the Revenue Forecast Model integrating Segment, Mixpanel, and Metabase — predicting ARR across tutors, schools, and channels
- Defined lifecycle logic for Active → Churn → Transition, cleaning adoption metrics and reducing false engagement data
- Shipped AI-powered internal tools and product experiments end-to-end using Cursor, Claude Code, Supabase, Lovable, and V0 — without engineering support
Key Decision
Build the data foundation before the campaigns. Rather than shipping quick wins, I invested in the CDP layer first — ensuring every action was attributable and every experiment was clean. This compounded iteration speed over time and made the growth engine durable, not just fast.
Why This Case Matters
Cometa is the fullest expression of what I do: growth strategy, fintech infrastructure, AI automation, and product experimentation operating simultaneously. It demonstrates that I can own a domain entirely — from data architecture to campaign design to revenue modeling — and drive outcomes without waiting for organizational support.
CDP, Lifecycle Automation & Revenue Forecast
Full business case documenting the architecture of Cometa's Customer Data Platform — how behavioral and transactional data was unified via Segment, the lifecycle logic designed for 200K+ users, and the Revenue Forecast Model built on Mixpanel + Metabase. Includes the experimentation framework and the Pre-Onboarding funnel that drove +50% first-month adoption.
↓ Download Full Business Case (PDF)Resilia's entire platform was redesigned from the ground up — starting with the Home. From there, every core section followed: Capacity Building, Impact, community tools, and the enterprise suite. This wasn't a facelift — it was a structural rethink of how 10,000+ social enterprises interact with the product daily.
The first steps of an AI-assisted flow for creating donation campaigns automatically. Powered by Anthropic's Claude API — a nonprofit enters their mission and context, and the system generates campaign copy, goals, and structure. Reduces campaign creation from hours to minutes for organizations with no dedicated marketing staff.
A fully white-label campaign builder for nonprofits to create, customize, and publish fundraising campaigns across different formats — one-time donations, recurring giving, event-based fundraising. Each campaign is branded to the organization and plugs directly into Resilia's payment infrastructure via Stripe and Square.
Full-view dashboard for tracking fundraising performance — total capital raised, campaign-by-campaign breakdown, donor counts, and payment status. This is the operational spine of the Donations product: the surface where nonprofits see whether their fundraising is working, in real time.
Context
Resilia is a Series B B2B2C SaaS platform serving 10,000+ social enterprises in the US. I joined as employee #43 — first Mexican hire, first Sr. PM — and built the company's fintech vertical from zero. No product, no team, no playbook.
What I Drove
- Owned the full fintech vertical from inception — grew the team from 2 to 7 remote engineers, designers, and success managers
- Launched Resilia Donations in February 2023: a niche fundraising and payments platform for social enterprises, powered by Anthropic's Claude API for AI-generated campaign content
- Integrated Stripe, Square, Plaid, HubSpot, Segment, Snowflake, and Gong into the platform infrastructure
- Redesigned the full platform — Impact, Capacity Building, Home, and enterprise suite — doubling retention and increasing acquisition 250%
- Implemented Amplitude and Appcues for self-serve analytics and in-product experimentation
- Defined lifecycle growth strategy: acquisition, activation, onboarding, and renewal — collaborating with Sales and CS to refine ICPs and improve lead-to-close conversion
Key Decision
Niche verticalization over broad coverage. Rather than building a generic payments feature, I positioned Donations as purpose-built for social enterprises — with AI-generated campaign content, sector-specific UX, and PLG onboarding. That focus drove disproportionate adoption in a narrow market where trust is everything.
Why This Case Matters
This is a clean 0→1: no product, no team, no revenue. I ended with a live fintech vertical generating 40% of monthly company revenue, 500 enterprise customers, and a cross-functional team. It shows I can identify a market wedge, build the product, build the team, and drive commercial outcomes — simultaneously.
The most critical design challenge at Paystand: a B2B checkout experience where the visual UI had to communicate the financial benefit of each payment rail — not just process the payment. Businesses needed to see, at a glance, how much they'd save in time, fees, and effort by choosing one method over another. Built on Plaid integration and Paystand's Zero Network — which eliminates transaction fees entirely for qualifying payments. Multiple rails available: ACH, bank transfer, credit card, and paper check — each with its own cost/speed tradeoff surfaced visually in the UI.
The payment tracking experience for customers who pay by check — showing where the check is, how it's moving through the collection pipeline, and when it clears. Paper checks digitized without changing buyer behavior: the customer mails the check, Paystand handles the rest, and both parties track status in real time. This was the key UX insight that made Smart Lockbox adoptable in a market resistant to change.
The sales deck used to bring Smart Lockbox to market — designed to communicate the product value to finance and AR teams at US mid-market companies. Owning GTM meant owning the full story: the market problem, the product solution, and the commercial case for switching from manual check processing.
The AP side of the AR/AP cycle — closing the loop within Paystand's network. The Zero Card is Paystand's B2B corporate card: every spend earns BTC rewards, every transaction stays inside the Zero Network, eliminating fees end-to-end. This dashboard is the primary accounts payable interface — showing spend, card management, and transaction history in one place. Designed to give finance teams full control over outbound payments the same way Smart Lockbox controls inbound.
Context
Paystand is a Series D ($1B) B2B payments platform. I joined as employee #67 — second PM hire — reporting directly to the CEO. My mandate: identify, design, and ship new product verticals that extend Paystand's AR/AP ecosystem in the US market.
What I Drove
- Smart Lockbox: Designed the first digital AR automated paper check payment solution in the market — digitizing a legacy workflow without disrupting existing B2B behavior. Defined full GTM strategy, data model, and UX. Grew to $200K payments volume in 6 months.
- Paystand Spend Card: Created a crypto-reward B2B corporate card with BTC rewards on spend — best-in-class UX for AR/AP. Grew to $100K monthly transaction volume at launch.
- Led product integrations with Plaid (ACH/bank transfer), ATS (Lockbox), and Wex
- Owned full GTM for both products — 20% MoM acquisition growth
- Implemented CCPA/GDPR compliance across both products
Key Decision
Paper checks as a digital entry point. The insight behind Smart Lockbox: don't force B2B buyers to change how they pay — digitize the process around their existing behavior. This removed the biggest adoption blocker and unlocked a segment that competitors had written off as unmoveable.
Why This Case Matters
Two zero-to-one products shipped at a $1B company, in a market I entered from Mexico. It demonstrates market acuity, product range, and the ability to execute with a lean mandate in a high-stakes environment — working directly with the CEO, shipping production-ready products, and owning commercial outcomes.
The operational core of Nomada's payroll outsourcing service — built to process payroll for 1,000+ companies across Mexico and California, paying hundreds of thousands of people per cycle. At peak, the platform processed the equivalent of up to 1 billion MXN in monthly payroll. These six views show the key surfaces of the operational dashboard: payroll runs, employee management, payment status, employer configurations, and compliance reporting — all in one place, designed for the finance and HR teams running payroll at scale.
Context
I co-founded Nomada as a FinTech/HRIS solution for growing businesses in Latin America managing nearshoring and outsourcing teams. I led a core engineering pod of 16 engineers, 2 designers, and 3 PMs — reporting to the Board of Directors and Investors throughout the company's scaling phase.
What I Drove
- Designed and built the full HRIS suite from scratch: payroll, payments & loans, contractor management, tax compliance, employment, benefits, and invoicing
- Scaled from 0 to 3,000 B2B customers in under four years via both inbound and outbound acquisition strategies
- Integrated Stripe, Conekta, Syncfy, STP, SPEI, Facturama, and government APIs (SAT, IMSS, INFONAVIT) — creating deep regulatory moats
- Increased in-app time-to-value by 500%+ via redesigned self-serve onboarding flow
- Worked with the Board to define Revenue, Growth, GTM, Pricing & Packaging, and success metrics
- Developed pricing optimization strategy with a dynamic commission schema across product lines
Key Decision
Compliance as a moat. In a market where most HR software avoided the complexity of government API integrations, I invested early in IMSS, SAT, and INFONAVIT connectivity. This created a defensible technical advantage that competitors couldn't copy quickly — and became the primary enterprise sales driver.
Why This Case Matters
This is the largest scale case in the portfolio — $600M+ processed, 25,000+ employees, built entirely from scratch. It demonstrates the ability to operate as a founder-product leader through a complex regulatory environment, manage a large cross-functional team, and grow a business to meaningful scale with board accountability.
The core operations dashboard — built for Finance Directors and collections teams managing the full AR cycle. Shows outstanding invoices, payment status by client, collection health, and treasury position in a single view. Designed to replace spreadsheets and manual bank reconciliation entirely.
The engine behind Stampay's value proposition: automatic matching of bank deposits to CFDI invoices via SAT sync and STP/SPEI rail data. Eliminated the manual reconciliation process that consumed 2–3 days of finance team time per month-end close. Two views of the reconciliation module — statement matching and exception handling.
SAT-native invoice sync (CFDI 4.0) paired with a built-in invoicing module — enabling automated payment requests, digital billing, and government-compliant record keeping. Integrations covered STP, SPEI, Syncfy, and direct SAT API connectivity, creating a technical moat no spreadsheet-based competitor could replicate.
Context
Within Nomada's holding structure, we co-invested $2M to build Stampay — a B2B accounts receivable automation platform for the Mexican market. The thesis: LatAm businesses needed what Paystand delivered in the US, but with SAT compliance, STP/SPEI rails, and local collection workflows built in from day one.
What I Drove
- Defined the product vision and full feature architecture: SAT invoice sync, automatic payment reconciliation, B2B client portal, STP/SPEI payment rails, and collection automation via email and WhatsApp
- Designed cash application logic: automatic invoice matching, payment status tracking, and treasury management flows
- Structured competitive positioning against Chipax, Yaydoo, Anfix, Higo, and Xepelin
- Shaped GTM strategy targeting CFOs, Finance Directors, and credit & collections teams at Mexican SMBs
- Navigated CNBV compliance requirements and PLD/FT regulatory framework
Key Decision
Build the SAT integration first. While competitors built lightweight AR tools and avoided regulatory complexity, we bet that deep SAT connectivity — syncing CFDI invoices in real time, matching them to bank movements automatically — would create a moat that justified the 6-month investment. It did: reconciliation became the platform's single strongest retention driver.
Why This Case Matters
Stampay sits at the intersection of product leadership and venture conviction — I didn't just advise on this, I put capital behind it. It demonstrates deep knowledge of LatAm fintech infrastructure, regulatory complexity, and the judgment to identify a market gap worth building into.
The heart of Coophi — a project management platform that went beyond task tracking. The ML layer analyzed historical team performance to auto-estimate task durations, flag at-risk deliverables, and surface recommendations. The project dashboard (left) shows full project health at a glance; the two task views (right) show the AI-assisted task workflow and detail panels used by 12,000+ teams.
Three surfaces that defined the product's maturity: a UX design system established for consistent component behavior across the app; an RBAC (Role-Based Access Control) module enabling enterprise-grade permission layering across organizations and teams; and a personal dashboard giving each user their own prioritized workload view — a PLG hook that drove daily retention.
Coophi ran its own brand as a competitive advantage. The cartoon mascot system (used across landing pages, onboarding, and social) created a distinct visual identity in a SaaS market dominated by flat blues and grays. Video production and direction for product demos and acquisition campaigns — all produced in-house, led by me as CEO.
Context
In 2016 — before AI was a default ingredient in SaaS — I founded Coophi: an AI and ML-powered task manager that automatically estimated project timelines and surfaced risk using Python-built algorithms. Conversational interfaces and in-app AI recommendations, before GPT existed.
What I Drove
- Built machine learning algorithms in Python for automatic task estimation and AI-powered risk recommendations
- Scaled to 12,000+ teams across Mexico, Latin America, and Spain
- Raised $200K from angel investors and crowdfunding
- Designed and ran the first PLG strategy of my career — freemium self-onboarding, which became a template for every product I've built since
- Led sales, marketing, and product simultaneously as CEO — including brand strategy, video production, and acquisition campaigns
Key Decision
Freemium before PLG was a playbook. In 2016, building a product that sells itself through usage — with zero-touch onboarding and in-product activation — was an unconventional choice for a LatAm startup. It worked, and it shaped how I think about acquisition to this day.
Why This Case Matters
Coophi is where the pattern starts. I've been building AI-native products since before AI was a trend. The instincts I apply today — PLG, instrumentation, automation — were formed here, under real founder pressure, in 2016.
A reusable component library built to accelerate my own product development — tokens, spacing scales, typography, button states, form elements, and layout primitives. Used as the foundation across Factumizer, Nomcont, and client websites. Built entirely solo using Figma + V0 + Claude Code.
A full invoice management tool built to automate Mexican SAT (CFDI 4.0) workflows — uploading, parsing, validating, and organizing invoices without manual data entry. Built to solve a real operational pain I encountered at Nomada and Stampay. Shipped from idea to production in under a week using Cursor + Supabase + Claude.
A small business accounting dashboard built for operations teams managing income, expenses, and tax obligations. Nomcont covers transaction categorization, P&L visualization, and period-over-period reporting — aiming to replace scattered Excel files with a structured, audit-ready ledger. Stack: Lovable + Supabase + Claude Code.
A personal finance dashboard built for structured monthly tracking — income streams, expense categories, savings rate, and net position over time. I built it because no existing tool matched how I think about money. Shipped to production, used weekly. Three views: overview, category breakdown, and trend analysis.
Four production websites — each built solo, from design to deployment. Ilhas Finance (my own financial advisory firm), Kinzal Aluminio (industrial manufacturing), CasaNueva (real estate developer), and The Hills Real Estate (luxury residential). Each project went from brief to live in under 48 hours using V0 + Cursor + Vercel.
Context
This section is deliberately different. These are products, tools, and prototypes I built entirely on my own — using AI-assisted development workflows. No engineering team. No backlog. Idea to deployed product, typically in hours or days.
Stack
- Cursor — AI-first code editor for full-stack development
- Claude Code — agentic coding and architecture decisions
- Lovable / V0 — rapid UI scaffolding from natural language prompts
- Supabase — database, auth, and real-time infrastructure
- Vercel / Netlify — zero-config deployment
- Figma — design system and component specification
Why This Is in a PM Portfolio
Most PMs can't do this. When I specify behavior to an engineering team, I'm doing so with the precision of someone who has built the thing themselves. I understand edge cases, data models, and implementation tradeoffs — because I've shipped them. This fluency changes how I lead, and eliminates an entire class of coordination bottleneck.
Why This Case Matters
The ability to build independently isn't a hobby — it's a professional multiplier. It eliminates bottlenecks, accelerates experimentation, and forces clarity of thought. Every company I've worked with has benefited from this capability directly.
Belvo is one of LatAm's leading open banking APIs, connecting fintechs to bank data and payment rails across Mexico, Brazil, and Colombia. I advised on the design of a Smart Retry system — intelligent sequencing logic that determines when, how, and through which channel to retry a failed payment, reducing decline rates without triggering fraud flags or bank blocks.
AskNeo is an AI-native CRM built around SMS conversations — giving businesses a two-way messaging layer with automated replies, lead qualification, and pipeline tracking. I advise the founders on PLG architecture, pricing strategy, GTM sequencing, and growth experimentation frameworks. The 1-pagers show positioning and go-to-market materials I helped develop; the dashboard shows the core product.
Cobre is a B2B payments infrastructure provider in LatAm. I advised on the design and specification of their refund flow — the end-to-end logic for reversing payments, handling disputes, reconciling refunded transactions against original charges, and surfacing status to merchants and end-users. Three views show the refund management module I helped spec and validate.
AlphaSights is a global knowledge platform that connects businesses with expert practitioners. I operate as an active PM coach — working one-on-one with product managers on craft, frameworks, growth strategy, and career positioning. Sessions span everything from roadmap prioritization and stakeholder alignment to technical fluency and PM interview preparation.
Context
Alongside full-time roles, I've maintained a selective advisory practice focused on growth strategy, fintech product, and payments infrastructure. These engagements are high-conviction: I only advise where I have specific domain leverage to offer.
What I Bring to Advisory
- Deep LatAm fintech infrastructure knowledge — payment rails, SAT compliance, open banking, collections logic
- Growth system design — PLG, lifecycle automation, experimentation frameworks, pricing architecture
- Builder credibility — I can evaluate technical spec quality, not just business logic
- PM coaching from practitioner experience across Series A–D companies and founder roles
Why This Case Matters
Advisory work reveals what you actually know — there's no team to absorb the gap. The fact that companies in LatAm fintech bring me in on specific infrastructure and growth problems is a signal of domain depth, not just breadth.