About
Creating with purpose.
Senior Product Manager with 12+ years leading full-funnel consumer products across MENA and LATAM — from discovery through conversion, grounded in a decade of creative direction before product. I specialize in personalization, AI-powered experiences, and systems thinking, fostering collaboration across product, design, engineering, and business stakeholders.
My greatest purpose is to create and add value to society. That thread runs through everything — from fintech products that help underserved communities access financial tools, to augmented reality awards, to documentary photography in the Amazon, to speaking in front of 50,000+ people about entrepreneurship and creativity.
Today I lead personalization as a product at talabat — defining how signals, ranking, and experience orchestration come together to make millions of customer journeys more relevant. I'm especially energized by the intersection of AI and human experience: using AI not just to accelerate craft, but to raise it.
Originally from Monterrey, Mexico. Currently based in Dubai, UAE.
Trajectory
Senior Product Manager · Personalization & Home Screen · talabat
Owning personalization as an end-to-end product across signals, ranking, and experience orchestration for MENA — Phase 1 drove €20M in incremental GMV, with €50–80M projected.
Senior Product & Design Manager · Mobile Enablement · talabat
Led a 20+ person cross-functional org. Reduced cycle times by up to 70%, grew design system adoption 53% → 87%+, and received “The Orange One” (2025) for cross-domain impact.
Senior Product Manager · Design System · Stori
Built the DeLorean Design System team from the ground up — $2.65M in value at 1,801% ROI, cutting design cycle time 38% and introducing Server-Driven UI across 80% of the app.
Senior Product Manager · Deposits · Stori
Led the launch of Stori Cuenta+, delivering $400M in ADB portfolio growth across LATAM by consolidating fragmented flows into one coherent experience.
Creative Director · Create Your Own
Led and empowered teams of 30+ across product design, production, and branding — 500+ projects across B2B, B2C, and B2G markets.
Associate Creative Director · Create Your Own
Directed high-profile accounts including National Geographic, PayPal, CEMEX, FEMSA, TEDx, and the San Pedro Garza García Government.
Creative Producer · Create Your Own
Directed and produced 100+ live and broadcast events, reaching 1M+ viewers in Northern Mexico.
Creative Strategist · Create Your Own
Directed branding and product design for 10+ national companies, delivering 20+ digital presences across Mexico.
Product Designer · Create Your Own
Developed 20,000+ custom-made designs for national and international clients, manufacturing final products using CNC routing, laser cutting, and 3D printing.