Nine years at the same agency, five different jobs.

Before EPA I worked in below-the-line marketing, and it bugged me that nobody knew whether anything worked: things kept happening because they always had. I wanted something I could measure, so I moved to digital. I joined EPA.Digital in 2017 as an account executive.

The first thing I automated was my reporting, in what was then called Google Data Studio, because I hated repeating myself in every presentation. Then I tried to automate insertion orders and ad uploads and couldn’t. It was way beyond what I knew how to do, and that drove me crazy.

One morning a PPC Hero newsletter described someone using R and a linear regression to reallocate budget. I downloaded RStudio thinking it would be like AdWords Editor, and two minutes later realized it was a programming language with statistics built in. I learned it in the afternoons. The agency’s CEO kept telling me I was doing it the hardest way possible; I didn’t listen.

That taste for the hard way cost me too. I showed up to client meetings with correlation matrices nobody could read, and had to learn to explain data in the client’s terms. Years later, when ChatGPT came out, I first used it for something I’d failed to solve with NLP models: ad copy. Then I saw it could also write code, and that’s what I’ve done since.

Today I’m AI & Automation Lead at EPA.Digital, an agency of about 200 people. I lead one AI developer, I’m product owner of internal products such as Einstein, Kalman and the Prompt Library, and technical co-owner of the media MCP server account teams use. On my own time I build Iterum, Domi and Vocatio.

I build them after work, in Claude Code and Claude Design. The part I enjoy most is design: bouncing ideas around to decide what goes in and what doesn’t, always on two pillars, AI at the core and the user experience. That’s where I learned something EPA didn’t teach me: shipping an app end to end without coordinating with another team, as its first user, and then testing it with beta users.

What I’m still working on: order when I build (that’s why I made Fundamentum), slowing down when I explain long ideas, and my English, which sits between B1 and B2.

Outside work I like to travel, around Mexico and abroad. I lived in Baja California Sur for a while and I’m a big fan of road trips and off-road driving. I watch a lot of HBO, like Succession and The Wire, The Simpsons, and all the science fiction I can.