Fintech
AutomatixPay
Technical co-founder
A platform for banks to configure and deploy promotional campaigns — discounts, installments, and cashback — with payment processor integrations. Live with major banking institutions.
Building great products
with frontier AI.
I’m a founder working at the intersection of AI, product design, and development.
From fintech to education, I turn real problems into products — and ship them fast.
Twenty years of building businesses. Now, building what’s next.
What I’m building now
Fintech / Retail
AutomatixRoute
A field-marketing execution platform for payments and retail clients, connecting real-time field data capture with campaign management.
Education / AI
Learn From The Source
Courses taught by AI-recreated historical figures: Newton on physics, Plato on philosophy, and Da Vinci on art. A masterclass experience with history’s greatest minds, built with AI.
Community
The Sealed Table
An invitation-only business club bringing people together through curated, high-level experiences.
MarTech
FWU.TO
I built FWU.TO quickly to solve a real client need, and it grew into a product of its own. It connects what you share with what happens next: short links, dynamic QR codes, campaign tracking, and consent-based heatmaps and session replay. Link management, analytics, and behavior insights in one place, for businesses without a technical team.
My AI product & design studio
HollywoodSoft
HollywoodSoft is my studio for AI product design and development. Alongside my own ventures, it’s where I work with clients and collaborators to turn ideas into products.
Client work includes Birge & Held and Laboratorios ECZane.
Working alongside Nolix to build AutomatixPay into a leading platform in Argentina.
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.
The Founders Journey
Racky.AI: My work on an intelligent operating system for commerce explored how AI could connect data and automate operations. It is part of the path that led me to building products across industries.
JackieAI (2020 – 2022): My first AI product startup. We learned a critical lesson: the real problem wasn’t lead generation, but the operational chaos that prevented businesses from managing them.
Founder & Director @ Relevance (2011 – 2023): I founded and scaled Relevance for over a decade, turning it into a leading digital marketing agency in the region, culminating in a successful integration with Infracommerce.
RedCel & Polonet.net (1997 – 2004): My first ventures in the early internet era. They taught me how to build profitable businesses from scratch and the fundamentals of digital infrastructure.
The Agency Chapter
Head of eMarketing @ Infracommerce (2023 – 2024): After the acquisition, I took on the role of head of eMarketing for LatAm’s largest full-commerce company, giving me a unique insight into the operations of major retailers.
e-Volution (2008 – 2011): As Head of Digital Media, working with top-tier clients like Disney and Microsoft taught me the operational challenges faced by large corporations.
Industry Leadership (Associations & Community)
EO (Entrepreneurs’ Organization): As a member and Learning Chair for EO Argentina, I organized events with figures like Javier Milei and Martin Sorrell.
Florida Tech Community: I actively participate in the Orlando Tech Community’s Startup Committee and the Florida Tech Corridor, contributing to the local ecosystem.
Industry Associations in Argentina: I served on the boards of Interact (Digital Agencies Chamber), CIP (VP), and CONARP, helping to shape the advertising industry.
Sharing Knowledge (Academia & Speaking)
University Professor: I’ve had the honor of teaching in master’s and executive programs at prestigious universities like San Andrés, UBA, Siglo 21, and Palermo.
International Speaker: I’m a regular speaker at key industry events like eCommerce Day and Social Media Day, and have been a keynote speaker at events like the USMP’s CIFA congress in Peru on topics like “AI as a Growth Lever.”
Author
In 2020, during the CoVid pandemic, I got together with my colleague and friend Patricio Cavalli to write a book about decision making. More info below.
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.
Learn moreMy content
Here is where I post ideas, articles, and relevant content
Latest content
No posts
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.
View videoLa 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.
Read ArticleeCommerce 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.
Learn moreiProfesional (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.
Read articleAmbito (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.
Read ArticleEl Economista (01-2021)
SuperJump review
Featured in El Economista for my book, SuperJump, discussing its framework for decision-making in high-complexity environments
Read ArticleEl 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.
Read ArticleDossier 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.
Read MoreApertura (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.
Read articleSantander 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.
Read MoreUniversidad 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.”
READ MOREMente Emprendedora (2015)
Relevance + Latam
An in-depth conversation on the ‘Mente Emprendedora’ podcast, sharing my journey building Relevance and my entrepreneurial philosophy.
ListeniProfesional (12-2018)
Interact new board
Coverage in iProfesional about my board member role at Interact and the development of the “Cross Business” industry event.
ListenSEO Canvas paper (2017)
My proprietary SEO Canvas methodology, a framework for strategic search engine optimization, demonstrating my ability to innovate on core marketing practices.
ListenInternational 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.
View VideoSTART 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.
ListenPerfil.com
CIP Vice President
Featured in Noticias Perfil following my appointment as Vice President of the Advertising Information Center (CIP), a key industry institution.
ListenAnalytics paper (2013)
A deep dive into Web Analytics for businesses, highlighting my long-standing focus on data-driven strategy and performance measurement.
Read PaperPeru.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.
Read ArticleAmerica 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).
Read ArticleHumanos & 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.
ListenUniversidad 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.
Read Paper