About Me

Born and raised in Geneva, Switzerland, I grew up in a home shaped by diplomacy and diversity, as both my Guatemalan parents worked at the United Nations.

Little did I know this upbringing would spark a career filled with bold turns, steep learning curves, and an unrelenting passion for growth.

It all started in the high-stakes world of commodity trading. While grateful for the incredible opportunity to work at Koch, the financial routine didn’t ignite the spark I was looking for.

So I took a leap and launched a cannabis startup. The highs were thrilling (pun intended), and the lows were humbling. I learned that startup life was anything but easy—a lesson in resilience and adaptability.

Realizing I needed to level up, I ventured into the world of consulting. My first stop was Capgemini as a Data Analyst, where I found myself immersed in legacy systems, feeling more like a "data cleaner" than an analyst. It wasn’t exactly the exciting career I had envisioned.

Then came OWT, a place brimming with entrepreneurial energy. I learned to think big, take calculated risks, and craft strategies that actually worked—skills that continue to shape my work today.

When I ventured into freelancing as a data scientist, I faced another revelation: technical expertise alone wasn’t enough. If I wanted to succeed, I had to master the art of selling.

That realization, along with my clients’ needs, led me to marketing—a field where I could combine creativity, storytelling, and technical expertise.

I launched a marketing science agency called Adaminds, and suddenly, I felt like I had found my true calling.

All my previous experiences seemed to align, connecting like pieces of a puzzle.

Today, I help e-commerce businesses create digital experiences that captivate, engage, and drive meaningful growth.

It’s been a wild ride full of blood, sweat, and tears—but also moments of ecstatic joy.

And the truth? I wouldn’t trade it for anything.