10/15/2026 updated
100 % available
Senior Digital Transformation & Commerce Executive
Cary, USA
USA
Master in FinanceAbout me
Digital Transformation & Commerce Executive with 20+ years driving growth across CPG, fintech, and B2B platforms. Expert in digital commerce, AI, and go-to-market transformation, scaling platforms across 25+ countries and $45B GMV. Kellogg MBA. Fluent in English, Spanish, and Portuguese.
Fintech
I am a Digital Transformation executive and passionate about innovation, new methodologies and change.
+15 years of successful experience in different Industries and areas that make an adaptable to change and complete professional profile.
Strategic Planner, focused in results, client centered and team builder.
Experienced in leading projects and achieving goals based in building high performance teams and encouraging innovation and transformation.
Design thinking, Agile, Lean Six Sigma, BPM & Big Data.
My recent experience as a Business developent Director allowed me to be responsible for strategic & tactic plan, design and build of the technological platform, operative and business processes, regulatory aspects, customer journey UX, UI and CX and team building for the launch of a Consumer lending Fintech in Argentina, Spain and Uruguay.
Previous experience as Head of Product and Marketing in a Crowdlending Fintech implied the design of new digital products, customer journey UX and UI.
+15 years of successful experience in different Industries and areas that make an adaptable to change and complete professional profile.
Strategic Planner, focused in results, client centered and team builder.
Experienced in leading projects and achieving goals based in building high performance teams and encouraging innovation and transformation.
Design thinking, Agile, Lean Six Sigma, BPM & Big Data.
My recent experience as a Business developent Director allowed me to be responsible for strategic & tactic plan, design and build of the technological platform, operative and business processes, regulatory aspects, customer journey UX, UI and CX and team building for the launch of a Consumer lending Fintech in Argentina, Spain and Uruguay.
Previous experience as Head of Product and Marketing in a Crowdlending Fintech implied the design of new digital products, customer journey UX and UI.
Experience
Professional experience0 - 5 years
Languages
EnglishNative speakerPortugueseGoodSpanishNative speaker
Project history
- Own BEES' B2B commerce platform end-to-end, scaling from 3.2M+ MAU and $45B+ GMV across 25+ markets by onboarding 200+ vendors and driving omnichannel experience, AI-driven engagement, retail media, experimentation, loyalty program, personalization and data products.
- Lead a 100+ person global organization (Product, UX, AI Experimentation, Data) accountable for the full commercial product lifecycle — acquisition, onboarding, monetization, and retention.
- Spearheaded an enterprise-wide AI operating model transformation for the product function, shifting from fragmented, individual AI usage to a standardized, governed framework — deploying enterprise tooling, structured engineering handover protocols, and new product operating standards adopted org-wide to scale AI-augmented delivery.
- Architected and deployed agentic commerce capabilities: AI-powered ordering assistant, autonomous customer support (+65% autonomous resolution, 40% ticket reduction), and intelligent upsell/recommendation engines (+15% order conversion).
- Led end-to-end redesign of Club B, BEES' loyalty rewards program, spanning earn/burn mechanics, scaled tiering, and hybrid redemption models (pay-with-points, points + cash) —driving 63% YTD Burn monetization, redemption and 36% growth in enrolled members across 11 markets.
- Drove personalization across 90% of shopping touchpoints through an LLM-powered next-best-offer engine built on modular architecture — improving 5% AOV.
Responsible for strategic & tactic plan, design and build of the technological platform, operative and business processes, regulatory aspects, customer journey UX, UI and CX and team building for the launch of a Consumer lending Fintech in Argentina, Spain and Uruguay.
- Lead a 50-person global team driving product strategy, UX research, experimentation, and MarTech to support AB InBev and partners (Nestlé, PepsiCo, L’oreal etc.) in digitizing their route-to-market —strengthening retailer and supplier relationships, enabling platform monetization, and contributing to growth and margin expansion.
- Defined and executed platform strategy to transform BEES from transactional marketplace into a monetizable data, media, and growth ecosystem.
- Built and scaled Retail Media Network (BEES Ads), creating a new high-margin revenue stream through AI-driven auctions, self-serve tools, and analytics.
- Established enterprise experimentation and analytics capability, reducing time-to-market by 300%, generating $5M+ savings, and enabling continuous optimization at scale.
- Led cross-industry expansion strategy (Pharma, Consumer Health, Automotive), conducting Right-to-Win analyses and shaping product portfolios for regulated and complex markets.
- Embedded fintech capabilities (payments, credit, BNPL) into core journeys, improving conversion, retention, and SMB liquidity outcomes.