Experience
An evolution, not a list of titles
Six chapters, one throughline: turning ambiguity into decisions teams can act on.
2016 — 2020
Where I started
Design Principal / Senior Product Designer
IBM
Four years of senior design execution across large, multi-country accounts — Claro Perú, Primax, MAPCO (USA) and NaranjaX (Argentina). This is where I learned to operate with measurable impact inside complex organizations, and to lead distributed design teams across Peru, Argentina and Uruguay.
2020 — 2022
What I learned
Experience & Product Design Lead, Growth
Auna & Oncosalud
Moved into leading experience and growth for fully digital healthcare products, with real business stakes — medication acquisition, post-care analysis — while expanding into Mexico and Colombia. This is where I learned to own a roadmap and a set of KPIs, not just a design file.
2021 — 2022
In parallel
Product Design Consultant
Ministerio de Producción del Perú
Alongside Auna & Oncosalud, led digital product design and content for the Ministry of Production's digital channels — my first public-sector engagement.
2022 — 2023
How my role evolved
Head of Experience & Product Design, Growth Coach
Vívela
Stepped into a Head role: building a Design System from scratch and owning the migration and growth of the core product for mortgage credit acquisition, alongside agency management, KPI definition and stakeholder handling. This is where design, growth and business ownership fully converged.
2023 — 2025
Leading at scale
Design Lead & Product Design Consultant
IBM Perú / NGR / Agencia Mayo – Atomikal
Senior design consulting across multiple clients at once — Claro Perú/OLO, four restaurant brands (Bembos, Papa John's, Popeyes, Dunkin) and Cementos Pacasmayo — leading methodology, cross-brand Design Systems and information architecture simultaneously.
2025 — Present
What I lead now
Experimentation & Science Product Design Senior
2Brains / Acid Labs — LATAM Airlines
Leading product design for LATAM Airlines' digital experimentation and measurement ecosystem — the point where product, growth, data and leadership fully converge, with AI now built into the design process itself.
User Experience & Strategic Design Professor
Escuela de Diseño Toulouse Lautrec
Curriculum design and teaching for UX Design and Strategic Design courses, for Business and Design undergraduate and graduate programs.
Education
User Experience & Interaction Design Program
UTN Buenos Aires · 2017
Direction & Graphic Design
Toulouse Lautrec · 2012 — 2015
Certifications
Design and Analysis of Experiments (DoE)
Udemy · 2025
AI: Interactions & Prompts
Universidad de Palermo / Coursera · 2026
AI for Product Management
Pendo.io · 2023
Product Management
Product School · 2023
Product & Marketing Growth
Growth Rockstars · 2023
Google Data Analytics
Centro de Desarrollo de Competencias
Google Project Management
Centro de Desarrollo de Competencias
AI for Business Decisions
Coursera · 2026
Advanced AI & Prompts
Coursera · 2026
UX Management, Emotional Design & Psychology of E-commerce
Interaction Design Foundation · 2019 — 2020
Unlocking Creativity
IDEO · 2019
IBM Design Thinking Coach
IBM · 2018 — 2020
Core skills
Tools
Volunteering
Perú 2021, PNUD, Laboratoria Perú, Junior Achievement, United Way
Led Design Thinking, Agile and Team Building workshops as a coach.
Ministerio de Educación de Argentina
Led a UX workshop for Argentina's Ministry of Education.