Changing C-Level mindsets through education. I created SmartPulse Consulting with the mission of fostering innovation through digital education. Our EdTech company is dedicated to developing educational programs for senior executives, providing them with fresh perspectives on the digital landscape. We tackle the challenges of a lack of digital understanding in C-level positions and the need to adapt to rapid technological change.Recognizing that we remember 90% of what we do compared to only 10% of what we read, we designed our educational approach to emphasize active learning. We bootstrapped over 80 hours of content and developed our own “Learn by Doing” methodology. This ensures that students not only acquire knowledge but also apply it practically, using a platform that we designed and programmed in-house. By engaging executives in hands-on learning, we empower them to navigate the complexities of the digital world with confidence and insight.

My journey with Virtual Latinos is driven by a passion of connecting talented Latin American professionals with U.S. businesses looking to grow their businesses by hiring the right remote talent. I am proud to redefine perceptions and showcase the exceptional quality that Latin American professionals bring to the table, while highlighting the advantages of remote work. I leverage my storytelling skills to change and redefine narratives connected to Latin American remote talent.At Virtual Latinos, my mission goes beyond building a brand; to me it’s about creating a movement that connects with our talent pool and clients. The challenge is connecting with two different audiences. The rapid growth of the nearshoring industry presents a unique opportunity to position this brand as a market leader.As CMO, I lead our brand-building and growth initiatives. Through our efforts, we've achieved significant milestones, with thousands of talented individuals joining our pool every month. My responsibility is to connect this growing talent pool with clients and opportunities in the US, leveraging growth strategies such as performance marketing, SEO, social media, and email marketing.

A passion for sustainable fashion and the desire to revolutionize e-commerce in Latin America led me to co-found Ropstar, Colombia's first social commerce platform dedicated to the fashion industry. Our mission was twofold: to reinvent the online shopping experience for Latin Americans and to address the environmental challenge posed by fast fashion.From the outset, we knew that Ropstar's success would depend on our ability to connect with the public and attract the right sellers. We developed innovative digital media strategies that not only increased brand awareness but also generated unprecedented engagement in Colombia. The result was astounding: in a short time, over 1,000 sellers from across the country joined our platform, creating a vibrant and diverse community.This rapid growth caught the attention of investors. Through transparent communication and tangible results, we managed to win their trust, which translated into a seed funding round of $1 million. This capital was crucial for refining our app, carefully adapting it to the unique shopping habits of Latin Americans.But beyond the numbers, what truly makes us proud is Ropstar's economic impact. We've created a platform that not only facilitates shopping but also empowers individuals, especially women, by offering them a new way to generate income. Seeing Ropstar become a means of livelihood for so many people is confirmation that we're on the right path.At Ropstar, we're not just building a company; we're cultivating a movement that unites fashion, technology, and sustainability, transforming the e-commerce landscape in Latin America, one click at a time.

During my time as CMO at Justo&Bueno, I focused on deeply understanding customer insights—uncovering what our customers truly valued about our products and the brand. This strategic approach allowed me to position Justo&Bueno among the 20 most valuable brands in Colombia. Beyond building brand value, I also led PR communications, including managing emergency communications during the company's Chapter 11 process. It was a challenging time, but through transparent communication, we kept our 16,000+ employees, suppliers, and stakeholders informed, navigating the crisis with clarity and empathy. Additionally, I spearheaded a unified campaign that successfully aligned Justo&Bueno’s brand voice across Colombia and Panama, thoughtfully adapting to cultural nuances to establish a cohesive international presence.

When Justo&Bueno, one of Latin America’s fastest-growing hard discount retailers, needed a bold leader with an owner mindset to build its digital infrastructure, I stepped in to lead the charge. With 1,300 stores spread across Colombia, Panama, and Chile, the task of launching e-commerce capabilities from scratch was no minor challenge. Driven by my entrepreneurial spirit, I built and deployed the company’s first digital sales framework in just three months—connecting thousands of customers to our stores through digital channels.This was a ground-up initiative that required developing the technology, assembling a talented team, and creating seamless operations across all stores. Using an MVP approach and agile development, we generated US$2 million in monthly revenue in the first phase alone. I expanded the platform beyond basic e-commerce, turning it into a marketplace that offered a wider product range than what was available in physical stores, ultimately boosting customer engagement and strengthening our market position across the region.

As one of the youngest board members to join CITEC, the Ecuadorian Chamber for Innovation and Technology, I embraced a challenging role that required strategic engagement with government entities, NGOs, embassies, and private companies. My focus was to catalyze growth within Ecuador's innovation and tech sectors, navigating complex relationships to foster collaboration and drive results.I took part in the E-Commerce Commission, overseeing the entire process from project planning and organization to execution and monitoring. This work aimed to boost digital growth across the country, laying a foundation for a more robust e-commerce landscape.A significant part of my role involved building strong relationships with key stakeholders, including the embassies of the U.S., Germany, and Taiwan. These connections were crucial in advancing initiatives that supported Ecuador’s tech ecosystem, facilitating knowledge exchange and resource mobilization to accelerate innovation.

As Country Manager for Mambo, one of the most renowned cultural transformation consulting firms in Latin America, I played a pivotal role in guiding companies towards achieving their business goals by adapting and enhancing their internal culture. Working with major clients like Zurich Insurance, I focused on helping organizations understand the link between culture and performance.I established key partnerships with governmental entities, NGOs, and industry leaders to expand Mambo’s regional influence. Additionally, I ensured sound financial management, overseeing budgeting and cost control to maintain the company’s financial health. I also managed daily operations, implementing efficient processes that boosted productivity and customer satisfaction.

As the Marketing Manager for Rappi in Ecuador, I not only led the marketing efforts but also played a key role as part of the founding team that launched Rappi in the country. I leveraged my entrepreneurial mindset and various guerrilla marketing strategies to create significant advertising impact with limited resources. One notable example was a PR stunt where we brought the Ecuadorian Symphony Orchestra to the busiest avenue in Quito as a gift to the city, announcing Rappi’s arrival.I aligned local campaigns with the global marketing team, adapting strategies to fit the local context and language. I led initiatives that enhanced brand visibility and customer acquisition across Ecuador, implementing integrated marketing campaigns that used both digital channels and traditional media to achieve performance goals. Additionally, I secured an extra $100,000 in additional marketing budget through partnerships with financial institutions, achieving one of the best CAC (Customer Acquisition Cost) rates in the region.

As the co-founder of YaEsta.com, Ecuador’s leading e-commerce platform, I navigated the complexities of launching a tech startup at a time when access to capital in Latin America was limited. Building the company from the ground up required creating brand and marketing strategies from scratch, adapting them to the local market, and generating demand in an industry that was still nascent in Ecuador.I spearheaded transformative changes across multiple e-commerce platforms like Prestashop and VTEX, continuously optimizing the user experience. Managing investor relations was a crucial part of my role, as I provided regular progress reports to the Board of Directors and successfully raised US$3.5 million in venture capital—setting a record for Ecuador.I also led a team of 35 professionals, not only overseeing their efforts but training them in roles that were previously nonexistent in the country’s e-commerce sector. This hands-on approach allowed us to grow sales from zero to US$2 million, firmly establishing YaEsta.com as a trailblazer in the market. The journey culminated in a successful exit, as the company was acquired by UPS representatives in Ecuador, marking a significant milestone for tech startups in the region.