Where It All Began
It was 1999. I was in high school when my mother gifted me my first computer—a Compaq Presario, a marvel of its time. I was a passionate music lover, constantly buying CDs because it was the only way to get the songs I wanted. Back then, the only way to preview an album was at a store, listening to one disc at a time at a listening station.
One afternoon, exploring the internet on that new computer, I landed on Amazon and discovered I could preview songs directly from the site. With a simple click, RealPlayer opened, and within seconds, music streamed through my speakers—no store, no waiting, just instant access. That moment was a revelation. It wasn’t just about hearing a track; it was about experiencing how technology could remove barriers, reshape habits, and open entirely new possibilities. That spark has stayed with me ever since, guiding my passion for creating digital products that transform how people live, work, and connect.
From Entrepreneurial Curiosity to Code
Some years down the road, while pursuing my Bachelor’s in Computer Science, I attended a conference where I had the chance to meet a young founders of MercadoLibre (now a multi-billion-dollar company and Latin America’s leading e-commerce platform). I gathered the courage to share my idea and ask them a direct question—fortunately, they didn’t laugh. That moment encouraged me to keep exploring, building, and learning.
It marked the beginning of my journey as a formal Software Engineer, crafting solutions line by line and discovering not only the power of technology, but the joy of turning ideas into real, working products. It was the first step in a career fueled by curiosity, creativity, and the belief that bold questions can open the door to something bigger.
A Journey from Software Engineer to Experience Leadership
My career continued in the structured and demanding world of large corporations, starting as a Software Engineer and growing into leadership and management roles. At Grupo Salinas, one of Mexico’s largest business conglomerates, I learned the value of rigor, process, and delivering at scale.
Over time, I transitioned into the dynamic environment of digital agencies (Primer Nivel Group, Roll MX and Zetabe), where I led teams designing and developing products for global brands (like Microsoft, Corona, Heineken, Moet, etc.) and large-scale events. These projects included digital experiences for Vive Latino and Corona Capital—two of Mexico’s most iconic music festivals, often described as the country’s equivalent to Coachella.
This journey from corporate structure to creative agency life broadened my perspective, sharpened my leadership skills, and gave me the ability to adapt strategies and processes to fit both highly formal organizations and fast-moving, innovative environments. It also set the foundation for my evolution into Experience Leadership, where technology, creativity, and business objectives converge.
Leading at the Intersection of Product, AI, and Experience
The skills built over years—engineering discipline, creative adaptability, and user-centered thinking—came together when I joined IBM in 2015. What began as delivering impactful digital solutions evolved into leading large, multidisciplinary teams as Head of Product and Experience.
In this role, I’ve driven AI-first product strategies for enterprise clients, transforming complex business challenges into scalable, human-centered solutions. I lead over 200 professionals across product, design, and engineering, aligning vision, execution, and measurable impact. My focus is on shaping products that not only solve today’s problems but also anticipate the needs of tomorrow—delivering at scale while fostering a culture of innovation, collaboration, and excellence.
I believe that leadership in technology and product is built on constant learning and the drive to continuously improve. I’m always seeking new ways to expand my perspective, sharpen my skills, and explore ideas that push the boundaries of innovation. This commitment has led me to earn a Product Management certification from Product School, complete the Artificial Intelligence Program at Stanford University, and currently pursue AI Strategies for Business Transformation at Northwestern University—programs that challenge me to think bigger and deliver greater impact.
Stay hungry, stay foolish.
Stanford University, CA