Building the future
of commerce
Founder & CEO at Racky.AI, serial founder, Professor, and author.
Founder of Relevance, and former Head of eMarketing at Infracommerce
I write and speak about the intersection of AI, eCommerce, and scaling businesses.
My Main Focus: Racky.AI
Racky is the culmination of my 20-year journey in eCommerce, Marketing and Tech. We are building the Intelligent Operating System for Commerce, a platform designed to eliminate the operational chaos that prevents scaling businesses from reaching their full potential.
The Vision: Autonomous Commerce
The future of commerce isn’t more tools; it’s a central brain that connects them. Racky is that brain. We’re creating the execution layer that unifies data and uses AI to automate workflows, from content generation to demand forecasting.
We are building the infrastructure for the next era of commerce.
About me
My experience
Over the last 20 years, I’ve built companies, worked with top-tier customers (including Disney, Microsoft, Santander, Procter & Gamble, Accenture, UNICEF, and Volvo, among others), and gained expertise in business management, product development, go-to-market strategies, and more.
SuperJump
Toma de decisiones en el mundo digital pospandemia
In 2020, I wrote with my friend Patricio Cavalli, Superjump, a book about decision-making in high-complexity environments. It’s an exploration of the mental models and strategies that allow us to make growth “leaps” in an uncertain world. A project that encapsulates much of my business philosophy.
My content
Here is where I post ideas, articles, and relevant content
Latest content
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On the media
A brief list of media articles, talks and other content
eCommerce Day UY (08-2023)
Panel: Retail Media & IA
Speaking on a panel about the future of AI and Retail Media at eCommerce Day 2023, alongside executives from VTEX and Walmart.
La Nación – Paraguay (05-2023)
eCommerce & AI
Featured as a speaker at eCommerce Day Paraguay 2023, reinforcing my role as a recurring expert in the region’s top industry events.
eCommerce Day CO (04-2024)
Panel: Retail Media & AI
Listed as one of the sepakers at the eCommerce Day in Colombia, as a recurrent speaker for the event.
iProfesional (02-2021)
Recommended books
My book, SuperJump, featured in iProfesional’s 2021 recommended reading list for professionals looking to reinvent themselves in a post-pandemic world.
Ambito (01-2021)
Op-Ed decision tools
Featured in Ámbito Financiero, a leading financial newspaper, discussing SuperJump as a contemporary decision-making tool for the business world.
El Economista (01-2021)
SuperJump review
Featured in El Economista for my book, SuperJump, discussing its framework for decision-making in high-complexity environments
El Economista (12-2019)
Cybertruck and brands opEd
An opinion piece in El Economista analyzing the intersection of technology, brand value, and business strategy through the lens of the Cybertruck launch.
Dossier Net (02-2024)
Moves of the month
Dossier Net covering my appointment as Head of eMarketing at Infracommerce, Latin America’s largest eCommerce company, following the acquisition of Relevance.
Apertura (2019-12)
OpEd Impact on new taxation
An analysis published in Apertura, one of Argentina’s leading business magazines, on the strategic impact of economic policies on companies.
Santander Duo (07-2020)
Social Media Talk
Featured speaker at Campus Santander, an event hosted by one of the largest financial institutions, discussing the future of digital business.
Universidad SMP (2021)
Keynote Speaker CIFA 2021
Keynote speaker at the International Congress of Administration (CIFA) in Peru on the topic “Artificial Intelligence as a Growth Lever.”
Mente Emprendedora (2015)
Relevance + Latam
An in-depth conversation on the ‘Mente Emprendedora’ podcast, sharing my journey building Relevance and my entrepreneurial philosophy.
iProfesional (12-2018)
Interact new board
Coverage in iProfesional about my board member role at Interact and the development of the “Cross Business” industry event.
SEO Canvas paper (2017)
My proprietary SEO Canvas methodology, a framework for strategic search engine optimization, demonstrating my ability to innovate on core marketing practices.
International Startup Pitch (2019)
San Francisco, pitching GoAds123
Pitching at an international startup event in San Francisco, showcasing my experience in presenting tech projects to a global investor audience.
START BCU (03-2025)
Grant Winner
Selected participant and grant winner in the START BCU accelerator program, focused on supporting high-growth founders in the U.S.
Maestros del Escalamiento
Marketing & AI (03-2023)
An in-depth conversation on the ‘Maestros del escalamiento’ podcast, sharing my journey building Relevance and my philosophy on AI and marketing.
Perfil.com
CIP Vice President
Featured in Noticias Perfil following my appointment as Vice President of the Advertising Information Center (CIP), a key industry institution.
Analytics paper (2013)
A deep dive into Web Analytics for businesses, highlighting my long-standing focus on data-driven strategy and performance measurement.
Peru.com (10-2018)
CIFA congress 2018 speaker
Invited as a keynote speaker at the CIFA congress in Peru, discussing disruptive technologies and AI’s role in business growth.
America Economía CL (12-2014)
Coverage in América Economía, a leading LatAm business publication, on my participation in the first-ever Social Media Day in Chile (2014).
Humanos & Digitales (2020)
Use of data
A conversation on the ‘Somos Humanos y Digitales’ podcast, discussing how to complement professional experience with new technologies like AI.
Universidad DiTella (2019)
Use of data
Invited speaker at Universidad Torcuato Di Tella, one of Latin America’s top universities, to discuss digital business strategies.
Programmatic Ad Paper (2015)
A technical presentation on Programmatic Advertising, showcasing early expertise in complex, data-driven marketing technologies.