Translating digital strategy into commercial growth.
I bridge enterprise IT and commercial business — turning digital strategy into platforms that drive growth. A decade across Fortune 100 healthcare and banking: programs I’ve owned support $37M in commercial sales, $20M in recurring revenue, and a million-member loyalty ecosystem across 13 countries.
The work behind the headline numbers.
I have spent the last decade taking digital strategies that lived on slide decks and turning them into platforms that run a business. Most often that has meant entering an environment with no consumer websites, no e-commerce, no contact center, and no unified data — and leaving five years later with all of it operating across more than a dozen countries.
My early career was hands-on delivery: lead business analyst on a Salesforce CRM program for the largest bank in Peru, where the work meant compressing a two-day SME credit evaluation into thirty minutes. That experience grew into full program ownership at Fortune 100 scale — building Abbott Nutrition’s LATAM digital commercial ecosystem from zero, governing four global SI partners, and shaping the loyalty platform that now supports more than a million members.
The thread across every role: I take ownership early, run delivery in regulated environments without flinching, and prefer concrete artifacts to status reports.
Four programs, one consistent operating pattern.
Each program below was delivered into a regulated, multi-country environment. The framing is mine; the numbers are real.
Building a digital commercial ecosystem from zero
- Context
- Abbott Nutrition LATAM had a five-year regional digital strategy on paper but no execution. No consumer websites. No D2C. No regional contact center. No unified consumer data.
- Role
- Senior business analyst and delivery owner. Solution design, vendor estimation review, architecture sign-off, deployment coordination, stakeholder management.
- Delivered
- 44 brand websites across five major nutrition brands, country-level e-commerce on Magento, Marketing Cloud journeys, and a regional contact center on Salesforce Service Cloud spanning phone, WhatsApp, chat, email, and social — all stood up in 24 months.
Launching a region-wide loyalty platform
- Context
- At Abbott Nutrition LATAM: three sequential loyalty programs across the brand portfolio, each capitalizing on the previous. Started as fragmented brand-by-brand efforts; ended with a single multi-brand platform on global infrastructure.
- Role
- Product owner from inception across all three programs. Defined requirements with business stakeholders, owned the roadmap, governed delivery, led migration to a global Adobe Experience Manager + Salesforce Service Cloud architecture with Globant.
- Delivered
- A consolidated multi-brand loyalty ecosystem covering Ensure, Glucerna, PediaSure, and Similac — points, rewards, e-learning communities, and brand engagement tied directly to commercial outcomes.
Unifying commercial data across thirteen markets
- Context
- At Abbott Nutrition LATAM: distributed manual reporting across 13 affiliate countries, no single source of truth for regional commercial performance. Each market produced its own KPIs in its own way.
- Role
- Data product owner. Defined fields and structures, led the data cleansing process, coordinated integration and engineering teams, worked with analytics on KPI sourcing.
- Delivered
- A single regional commercial data repository feeding 20+ automated dashboards — replacing manual, country-by-country reporting with self-service analytics.
Digitizing SME credit at the country’s largest bank
- Context
- At BCP — Banco de Crédito del Perú, the country’s largest bank — SME credit evaluation took two to three hours under normal conditions and up to two full days when legacy systems failed. Officers manually coordinated across multiple disconnected platforms for every loan.
- Role
- Lead business analyst on the SME workstream. Primary interface between SI delivery team and the bank’s business stakeholders. Defined user stories, mapped processes across departments, advised the bank’s product owner.
- Delivered
- Full SME credit origination on Salesforce — authentication, evaluation, disbursement, digital signatures, financial statement analysis. 25+ API integrations to core banking systems. Still in production today.
Where the operating pattern was forged.
Regional Salesforce CRM for an 18-country nonprofit network
Built a Salesforce NPSP fundraising and donor management platform from zero, coordinating 18 autonomous country chapters across LATAM with no central IT support team. Delivered and operational within one year.
Commercial technology across seven LATAM markets
Led Salesforce CRM delivery for 3,000+ field sales reps — solution design, ERP integration, and full go-live. Drove a 10% commercial cost reduction and 20% improvement in commercial asset recovery.
What I’m actually good at.
Six capability areas, sharpened across regulated and high-stakes delivery.
Digital transformation & program delivery
End-to-end platform delivery from zero. Multi-country rollout. Consumer journey design. E-commerce launch. Regional contact center stand-up.
Product ownership
Roadmap definition from inception. Backlog management. Requirements with business stakeholders. Sprint governance. Release management.
CRM & commercial platforms
Salesforce Sales / Service / Experience / Marketing Cloud. NPSP. Loyalty design and delivery. D2C platform architecture on AEM.
Stakeholder & vendor governance
SI partner accountability across Globant, Cognizant, IBM, Deloitte. Executive-level communication. SOW and scope governance.
Data & analytics
Data architecture definition. KPI framework design. Self-service reporting enablement. Dashboard delivery. Data cleansing coordination.
Regulated delivery
FDA-regulated healthcare. Banking core systems. PMO discipline. Risk and issue management. Change management. Adoption design.
Platforms & tools
The things that keep me sharp.
Outside of programs and platforms, my time goes to endurance sport, travel, and the kitchen — habits that carry over to how I run delivery.
Rowing
15 years competitive
Endurance
Half-marathons · cycling · swimming
Travel
20+ countries
Cooking
Latin & Mediterranean
Technology
Builder, not just operator
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