Experience built through execution, not observation.

Inherited an early-stage third-party marketplace operation and built a first-party vendor program alongside it from zero, scaling combined marketplace revenue from roughly $18M to $150M across Amazon Vendor, Walmart DSV, Wayfair, and Overstock.

That growth came from getting the fundamentals right at scale: catalog and content quality, retail media investment, inventory discipline, and the account-level relationships that keep a marketplace channel healthy as volume climbs.

Directed marketing budgets exceeding $15M annually across digital, field, contact center, and proprietary DTC channels, building omnichannel demand generation systems designed to produce measurable, attributable returns rather than vanity metrics.

That included building and deploying applied AI infrastructure across marketing and operations: agentic automation, production analytics, and workflow tooling built to run day to day, not as a pilot.

Alongside operating roles, an active advisory practice has run continuously since 2009: fractional CMO and growth-operator work for founders and CEOs across consumer products, apparel, jewelry, skincare, home appliances, and lifestyle brands, from early-stage to mid-market.

That includes board-level participation, brand and go-to-market strategy for venture-backed companies, and the kind of candid counsel a founder needs before a raise, a sale, or a major transition.

Native Spanish, professionally fluent in English, and conversational in Brazilian Portuguese, with hands-on market-entry and growth work across Latin America alongside US operations. This is not a domestic strategy adapted after the fact, but a bilingual, cross-border perspective built in from the start.